Crown Royal Black Art Preservation Project


Crown Royal


Strategy, Studios, Talent Management


New York City — January 2021

In a testament to artists using their craft to show support across social justice issues, Brand New created a social and digital-led branded content mechanic for Crown Royal. The content spotlighted phenomenal street art across four select NYC creators who have drawn inspiration from their communities, experiences, and social justice movements. 

From Harlem to the Bronx and Brooklyn in between, these artistic expressions ranged from placements on abandoned NYC information booths to vibrant designs on large-scale buildings. The powerful artwork, captured by notable photographer Ray Neutron, helped amplify the message to broader audiences, shining a spotlight on the very artists and the community they serve.