To promote the versatility of its latest collaborative workspace tool and expose this tool to a new audience of young, influential creatives, the client (a leading global collaboration platform) partnered with the entrant company (a music media company) to conceive and execute a music-driven program with a never-been-done-before experiential activation as its centerpiece. Enter Lyrics to Life, a pop-up public art exhibition inspired by iconic song lyrics.

The program encompassed a combination of high-impact display and mobile media, custom content, and the aforementioned high-profile experiential activation, including: homepage takeovers; a bespoke Lyrics to Life documentary; custom editorial articles; and social promotion. The program culminated in a Downtown L.A. pop-up public art exhibition featuring 8 original works of art inspired by song lyrics from the likes of Sia, Radiohead, and Nicki Minaj.

Lyrics to Life celebrated the rich emotions and creative influences that iconic song lyrics provoke in all of us.

The entrant company designed the Lyrics to Life program to demonstrate how the client's new workspace tool could be used for inventive and seamless collaboration throughout every step of the creative process. As part of the program and its resulting public art exhibition in Downtown L.A., 8 multidisciplinary artists were challenged to transform memorable song lyrics into original, interactive works of art that visitors could experience and photograph. Each of the artists used the collaborative workspace tool to ideate and develop their artistic visions, and ultimately bring them to life.

The art pieces ranged in size and scope, from an intensely colorful, immersive installation inspired by the David and Goliath imagery in Nicki Minaj's "Moment 4 Life" to a poetic video piece evoking Tame Impala's "Feels Like We Only Go Backwards."

Lyrics to Life was designed to reach music fans who enjoy engaging with pop art and pop culture.

In particular, the program aimed to leave a special impression on a highly influential, young, and diverse network of creatives—a far cry from the 9-5ers traditionally targeted by enterprise software.

The program set out to accomplish this by incorporating a variety of song lyrics across every musical genre (hip-hop, pop, indie rock, R&B) and by collaborating with a cross-section of multidisciplinary artists from around the country who could interpret these lyrics in surprising, thought-provoking ways. The diversity in the musical influences (artists, songs, lyrics, genres) and the artistic disciplines (installation, painting, video) involved was critical in resonating with the program's target audience.

Lyrics to Life was a first-of-its-kind program cultivated over three months. It culminated in a 4-day public art exhibition in Downtown L.A.'s Arts District that ran March 2-5, 2018.

The 8 artists involved in Lyrics to Life were from different U.S. cities and working on original artworks at different paces and on different time zones. They were highly esteemed and had little experience collaborating with big brands. Conceiving and executing art inspired by song lyrics proved an intensive process, albeit one that benefited from the adaptability of the client's collaborative workspace tool.

The program's identity—rolled out through a dedicated microsite, on social media, and via custom content available on the entrant company's channels, which reach 100M+ people globally each month—was bold, bright, spontaneous, and inviting, as was the public exhibition itself. A bespoke documentary featuring interviews with the artists involved in the program captured the entire Lyrics to Life experience.

Lyrics to Life's program, particularly the experiential component, sparked curiosity, engagement, and enthusiasm among music, art, and pop culture influencers, drawing over 4K visitors during its 4-day run. Notables who attended the exhibition's opening night on March 1 included world-renowned DJ and producer Skrillex, comedian Eric Andre, and music video choreographer Mette Towley.

The program amplified the client's collaborative workspace tool to a new network of creatives who experienced firsthand how it could be leveraged in out-of-the-box ways that speak to their unique artistic endeavors. Over 24M social impressions were captured throughout the program's run, the majority from musicians, artists, and internet personalities.

Lyrics to Life's program exceeded expectations with 152.4M+ total impressions, including 75.5M press impressions (Forbes, Billboard, Los Angeles Magazine, KTLA). It organically ignited the creative class's embrace of the client's collaborative workspace tool and resulted in an instantly memorable pop-up concept that continues to generate brand buzz.