Natural Light:
Da Vinci of Debt
Natural Light:
Da Vinci of Debt
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Concept
To shed light on the national college debt crisis (currently over $1.7 trillion), we created the most expensive piece of art in history in partnership with Natural Light. The piece, housed in Grand Central Station’s Vanderbilt Hall, is comprised of over 2600 real diplomas sourced from college graduates around the country. With students paying an average of ~$180,000.00 for a degree (and the piece of paper that comes with it), the total physical value of the piece is $470 million, surpassing the most expensive artwork ever sold at auction: Leonardo Da Vinci’s $450 million dollar Salvator Mundi.
The design is intended to illustrate the scale of the college debt crisis, while also alluding to the chaotic impact college debt creates for those who are burdened by it. It is a part of Natural Light’s ongoing annual college debt relief program, in which the brand provides $1,000,000.00 each year to students struggling with college debt. -
Services
Insights
Creative Strategy
Creative Direction
Design
Experiential Production
Content Production
Illustration and Animation
PR Strategy
Media Relations -
Team
White Screen Studio
The Bait Shoppe
Horseshoes & Hand Grenades -
Discipline
Lifestyle
Community
Social Impact
To support the launch on a national scale and allow those outside of New York City to experience the exhibition, we created an AR build through Instagram that allowed users to visualize the art piece in any space.
