LIFEWTR X TIFF

For ARTO LIFEWTR's launch into Canada, Somewherelse was enlisted to design and produce captivating activations that told the brand story and connection to creativity. A key part of the plan was to showcasing the unique bottle artwork designed by acclaimed NYC muralist Jason Woodside.

For ARTO LIFEWTR's launch into Canada, Somewherelse was enlisted to design and produce captivating activations that told the brand story and connection to creativity. A key part of the plan was to showcasing the unique bottle artwork designed by acclaimed NYC muralist Jason Woodside.

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During the Toronto International Film Festival, we brought the bottle artwork to life with a large-scale installation and experiential art piece in the middle of TIFF's busiest strip, Festival Street.

Jason Woodside and his signature style was brought to Toronto to paint a live mural that stretched across the outer panels of a Somewherelse-designed and produced LIFEWTR cube. The cube was also outfitted with an interactive LED wall, and opened up to a design-focused product display.

The activation became one of the most sharable photo opportunities of TIFF, earning 1.2mil in media reach and garnering 416,204 organic impressions with the custom hashtag #thirstinspiration.

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