Make it Messy

Year: 2024 W/ Grant Davis, Lyndsey Gordon, Kai Garner and Emily Davis

Liquitex has always been about evolving, innovating, and pushing boundaries. This campaign aims to encourage the audience to reconnect with physical art media again. Just make something, even if it’s messy. Perfection doesn’t exist. Too often, people hesitate to create because they think they aren’t “good enough”—but art isn’t about perfection, it’s about expression.

Stunt: Paint Splatter & PR Headlines

Out-of-Home: Billboards

Out-of-Home Teaser: Time Square Takeover

Experiential: MOMA Gallery Takeover

An immersive art experience where visitors use projection mapping to transform galleries into interactive canvases. Gamified elements let them earn points for prizes, while Liquitex products encourage hands-on creativity, embracing artistic freedom and imperfection.

As a lasting memento of their creative expression, visitors will receive a custom takeaway poster featuring the artwork they created during the immersive experience, allowing them to bring home a tangible piece of their artistic journey.

Microsite: Canvas landing page and Messy Quiz

Social Feature: Paint your profile

Activate “Messy Mode” in your Instagram settings. Messy Mode allows users to paint, draw, and make their profiles and posts messy. Users' followers will see the Messy Mode activated when they click on the profile or post.