NMPignite: Storytelling Through Light and Video


Tupac Martir has worked with some of the world’s finest artists. From designers like Alexander McQueen and Alexander Wang, to bands like Porter and Unkle, and artists like Xu Bing, Martir has used light and video to create impeccable experiences for audiences. His work is perhaps the perfect embodiment of our topic, using art and science to create flawless experiences for audiences around the globe, and perhaps the best example of this is his collaboration with Johnnie Walker.

HIK+ (Johnnie Walker)

In late 2017, Tupac Martir took over the side of Mexico’s tallest building on behalf of whisky brand Johnnie Walker with a “visual poem” dedicated to Mexico City. The city was recovering from a devastating earthquake, and so with free reign to design whatever he wished, he decided to write a love letter to its people.

“Keep improving, keep succeeding, keep walking Mexico.” – epigraph

There were two main elements to the piece. The first half took data from Instagram to display posts about the audience’s greatest successes. As Martir and his team were sharing their success, he wanted to give the people a chance to do the same.

The second half of the piece used motion capture to record the movements of ballet dancer Isaac Hernandez. Showing his escape from a labyrinth, and overcoming an internal struggle in the process, it symbolised the struggles that the city had pulled itself through. Through artistry, picked up through data capturing technology, Martir was able to tell a story that was seen by thousands on their commute home from work. All in all, the piece lead to an increase in sales of Johnnie Walker of 17%.

In essence, it was a great experience developed by the melding of art and science, demonstrating how in the purest sense the two work hand in hand.