VISITS Ed Curtis

@hypebeast

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Promoted product

Evian

evian® natural spring water contains only naturally occurring electrolytes from the French Alps. As our water travels it collects a unique blend of minerals and electrolytes giving evian its distinctive, cool, crisp taste.

2 videos

Why it worked

The video combines the appeal of a popular artist's studio visit with a limited-edition product launch, creating a sense of exclusivity and cultural relevance. The focus on the artist's unique process and the visually striking artwork likely resonated with the audience.

Summary

This video showcases artist Ed Curtis in his studio, discussing his creative process and his collaboration with Evian. He highlights his unique artistic style and the design of a limited-edition bottle bag for Evian's 200th anniversary.

Structure

1Introduction to Ed Curtis and his studio
2Discussion of artistic inspiration and process
3Showcase of the Evian bottle bag collaboration
4

Original caption

Step into @EdCurtis's kaleidoscopic studio in a new episode of 'Hypebeast Visits.' For the launch of his new collaboration with @evian, the mixed media artist shares a look at his latest textile process and how he's applied it to the bottle bag design which celebrates the brand's 200th anniversary. Get your hands on the limited-edition collaboration by signing up to the waitlist online. T&Cs apply.

More from @hypebeast

Product placement

Ed Curtis ACTS - he is the subject of the video, and his artwork and design process are shown. Removing him would change what happens in the video. Evian ACTS - a bottle bag designed by Ed Curtis for Evian is shown, and the brand name is visible on the strap. Removing Evian would change what happens in the video, as the collaboration is a key part of the narrative. HYPEBEAST APPEARS - it is a watermark/channel name in the corner of the screen. Removing it would not change what happens in the video.

Call to action

Get your hands on the limited-edition collaboration by signing up to the waitlist online. T&Cs apply.

On-screen text

VISITS Ed Curtis HYBEBEAST "The more fun I'm having, the more my artwork thrives. I gravitate toward spirals and stars - shapes I associate with letting go. To me, they've always represented freedom." HYBEBEAST "I covered the floor, walls, and ceiling of my living room with every painting I'd made. That was my eureka moment - this is the artist I want to be." HYBEBEAST "I designed a bottle bag to celebrate 200 years of Evian. It's a mix between something very abstract and the recognizable symbols: strawberries, tennis balls, gingham print." HYBEBEAST "I don't really plan much of my work everything happen spontaneously. I like the creation to happen in the moment. I just start with a bit of curiosity and let it flow." HYBEBEAST "Kids have a curious nature and huge imaginations, and I try to keep that present in my work. That is what is honest to me. I'm just a big kid."