Netflix: This is a Robbery
Client: Netflix
Role: Associate Creative Director
Agency: Movement Strategy
3X Clio Entertainment (2022)
Silver – Television/Series: Digital/Mobile (Other)
Bronze – Television/Series: Innovation
Bronze – Digital/Mobile: Emerging Technology
3X ADDY Awards (2022)
Gold – National, Online/Interactive Campaign
Gold – National, Social Media Campaign
Gold – LA Local, Art Direction
2X Shorty Awards (2022)
Winner – Clubhouse: Best in Film & Television (Social/Digital)
Audience Honor – Clubhouse
ProMax Global Excellence (2022)
Silver – Best Technical Innovations: Digital Platforms
The One Show Awards (2022)
Shortlist – Interactive, Online & Mobile: NFTs
To promote Netflix's true-crime docuseries This Is A Robbery, we orchestrated the platform's first-ever NFT campaign and bridged generations of art history.
The documentary dives into the events surrounding the 1990 heist of 13 artworks from the Isabella Gardner Museum worth over $500M.
The mystery remains unsolved, and only the gold frames remain, waiting for the masterpieces to return.
Because of its release amidst a crowded content landscape, particularly in the True Crime genre, Netflix needed a rapid, attention-grabbing campaign to propel This Is A Robbery.
Early 2021 saw a sudden surge in conversation and intrigue around NFTs and the crypto world at large. Digital artist Beeple had recently made history by selling an NFT at Christie’s Auction House for $69M.
A new art movement was emerging, and we saw this as an opportunity for a unique parallel.
After familiarizing ourselves in the most popular venue for crypto-related conversations, the Clubhouse app, we hand-selected and commissioned 13 digital artists to reimagine the 13 stolen masterpieces from the infamous heist.
All 13 artists simultaneously announced their partnership with Netflix to excite fans.
The docu-series’ filmmakers then amplified the blast as the conversation grew.
thisisarobbery.gallery displayed all 13 NFT artworks, and linked to the artist’s pages to auction off to the highest bidder.
The artists kept 100% of their earnings.
Rembrandt van Rijn
Portrait of the Artist as a Young Man
1633
Baugasm
Portrait of the Lost Artist Into the Metaverse
2021
SimulationLab
The Concert, Interrupted
2021
Johannes Vermeer
The Concert
1663-1666
Aiming to stay true to the ethos of crypto art, we hosted the auction live on Clubhouse.
The documentary’s Emmy-winning filmmakers and NFT artists had the podium to discuss the heist, the legacy of the missing artworks, and the value of highlighting them with the reimagined new pieces.
“It’s like the largest wanted poster in the world, right?”
– Colin Barnicle, co-director of This is a Robbery
This campaign created a series of firsts for Netflix:
1st NFT activation for an entertainment platform
1st Netflix activation on Clubhouse
1st Netflix art auction
