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Creative

How Felt Music Helped Sell a $91m Rabbit

Read about Felt's involvement in the campaign leading up to the sale

How Felt Music Helped Sell a $91m Rabbit

One of Jeff Koons’ most well-known pieces, Rabbit, fetched a staggering $91Million at Christie’s Auction House this week in New York. The playful, stainless steel, 3ft high rabbit, regarded as one of the most celebrated works of 20th-century art, was sold for more than $20 million over its pre-sale estimate smashing a world record in the process.

Felt Music collaborated closely with the London agency Lida to create four carefully crafted compositions for the campaign leading up to the sale, all reflecting the controversy surrounding the iconic sculpture. The films were screened digitally across social platforms, Time Square billboards and shown during the auction at Christie’s.

Working with the composer Charlie Tenku, it was important for the four tracks to echo both contrasting themes and impactful hit points shown in the film, with a sonic blend of 1950’s jazz and bass booming trap. Felt are extremely proud to be part of making art history.


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Music

Music Company: Felt Music

Music Supervision: Liz Williams

Composer: Charlie Tenku

Offline

Editor: Wes Latta, Pilar Rico

Creative Agency

Creative Agency: LIDA

Copywriter: Camila Gurgel

Art Director: Tom Kennedy, Ieva Paulina

Creative Director: Ben Golik

Account Planning: Hannah Kaplan

Account Director: Ashley Gullickson

Chief Strategy Officer: Graham Phillips

Strategy Director: Adam Reader

Managing Director: Georgia Graham‐Leigh

Animation

Animation Company: Hero Studios

Director: Alejandro Norman

Executive Producer: Patrick Scerri

Animator: Nil Serraima, Julian Reate

Genre: Music & Sound Design