The New York arm of the international auction house sought to strengthen its profile as market leader by harnessing the momentum of a major contemporary art auction. We created a micro-site to communicate real life stories behind the works of art to add drama and enhance the emotional impact of the imminent sale. This resonated with sellers and potential buyers, generating significant buzz. The subsequent auction was the second biggest ever for Christie’s, achieving a sales total of over $430 million and eight world records.

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• ⓒ Imagination 2010