For the 2025 Frieze Los Angeles Art Fair, we worked closely with US fair director Christine Messineo to create a campaign that reflects the city’s dynamic cultural landscape reduced to an iconic grid—a symbol of utopia and interconnectedness—we reimagined it as a stage for movement and performance.

The visuals feature near-symmetrical "twinning" performers, subtly referencing contemporary choreography and performance art. This interplay of symmetry and gesture explores themes of identity, repetition, and reinvention—qualities that resonate with Los Angeles as a unique hub for creativity. Set against a minimalist gradient, the campaign transitions from a critique of historical Westward expansion to a contemporary reflection on Hollywood’s evolving narratives and the art market’s role in shaping culture today.

Our approach balanced conceptual storytelling with visual impact, creating a campaign that connects Frieze’s audience to the broader cultural moment of LA.