Sotheby's Spring Auctions Promoted with Imaginary Artist Jam Sessions

Sotheby's has launched a promotional campaign for its spring auctions, featuring a video that imagines conversations between artists from different eras. The campaign, titled "Imagine the Conversation," juxtaposes artists such as Francis Bacon with Alberto Giacometti, Richard Serra with Jackson Pollock, Frank Stella with Sonia Delaunay, Keith Haring with Fernand Léger, Lucian Freud with Henri Matisse, Frida Kahlo and Diego Rivera with Claude Monet, Jean-Michel Basquiat with Pablo Picasso, Helen Frankenthaler with Cecily Brown, and Marcel Duchamp with Andy Warhol. The video uses a vintage graphic style and a catchy slogan to create an irresistible product for both art insiders and the general public. The auctions, named "Impressionist & Modern Art" and "Contemporary Art," will take place in New York from April 29 to May 12, 2016. The campaign was conceived by an unnamed creative mind at Sotheby's, aiming to stimulate new perspectives by pairing contemporary artists with impressionist and modern precursors.