Jeff Koons' Guide to Transcendence
Created with Louis VuittonLouis Vuitton tasked VICE (GARAGE) with creating a suite of content that would seed awareness and engagement for the LV x Koons capsule collection throughout GARAGE’s O&O and on social.
Within the program, which was inclusive of a Virgil Abloh x Jeff Koons panel event as well as an exclusive themed dinner, Jeff Koons’ Guide To Transcendence was one of the more whimsical content pieces we created.
![](https://freight.cargo.site/t/original/i/716025bf5224060df49b3224ad43af44e80e68a77598f74af84052bcc3270879/Screen-Shot-2018-12-22-at-7.01.11-PM.png)
The Approach
Koons believes that viewing art is an empowering and amplifying experience; one that allows people to transcend self-imposed limitations and parameters.
As he is one of the most expensive artists in the world, we were fascinated by this dichotomy. Inspired, we shot a film that visually unpacks his philosophy and creative journey.
Roles: Creative development and concept, art direction, director
Roles: Creative development and concept, art direction, director
![](https://freight.cargo.site/t/original/i/599377194549a455572afe4927783cdfad59c1f53a1017ddbb50bbba22b20b76/charlie-rubin-0390-3092.jpg)
![Koons’ Chelsea studio](https://freight.cargo.site/t/original/i/115b5642d4c871d3aaa4215720994809665aad3e5298f70af7fd13656e00d710/charlie-rubin-0310.jpg)
![](https://freight.cargo.site/t/original/i/6e16770e5b983448e131704bdecc50387202bbe534d45ab42aa69ca69b1abc07/charlie-rubin-0517.jpg)
![](https://freight.cargo.site/t/original/i/64094725bc05b026311cd87b3c78fbcc830d56ed5d540498bd273f30e484c6b1/charlie-rubin-0302.jpg)
Visual Language
Embracing the bizarro, colorfully tongue-in-cheek aesthetic inherent to Koons’ work, the film was less a profile piece than a trip through the artist’s psyche. We used sound effects, animated graphics, mega zooms and cutty transitions to lend both humor and topic-appropriate expansive energy to the narrative flow.
![](https://freight.cargo.site/t/original/i/dbf8aa12d93152bdae78397c12bb8f5c33c12802c049697a4dd4910416fdc8f9/Screen-Shot-2018-12-22-at-7.01.22-PM.png)
![](https://freight.cargo.site/t/original/i/f53b55931fd93bd0744e0d38da430eaf4d5424cf2c324a5c382b0eb00678258a/Screen-Shot-2018-12-22-at-7.00.28-PM.png)
![](https://freight.cargo.site/t/original/i/7d060e10cb43714539a39db396a46b9998d694fb4d988c6a7775b6d35ee9546f/Screen-Shot-2018-12-22-at-7.01.55-PM.png)
![](https://freight.cargo.site/t/original/i/105aba695c74276bfac8a326769ca6c7dbc548bfe6df283b1c559922076eb8c4/Screen-Shot-2019-01-21-at-7.24.54-PM.png)
Click for below for video:
Content Launch
![](https://freight.cargo.site/t/original/i/a8692033056521313f610809b6b7755d3ae61343fb46d9b678efcea49a6103fc/TSHIRT2Artboard-22-copy.png)
We launched the piece with social trailers formatted for Instagram and Facebook. The film premiered alongside GARAGE editorial.![]()
![](https://freight.cargo.site/t/original/i/5227e547446a68f3c43aa786437223209179514e645bb22d5a058900fd3c159a/TSHIRT2Artboard-22.png)