HIGHLIGHTS:
Raised over $100,000 for Charity.
Featured Art Forum,
Juxtapoz,
Complex,
and WhiteWall.

SYNOPSIS:
Partnering with a legend of modern art to immortalize the new royals at Art Basel. 

To launch  G​rey Goose​’s new Le Melon ​flavor - made with Cavillion melon; the "fruit of kings"​​, we came up with an idea; to celebrate  new royalty, the kings of modern culture in the arenas of film, music and sport.

We asked Kehinde Wiley to craft portraits of three iconic shapers of the culture, Carmelo Anthony, Swiss Beats, and Spike Lee, in the style of 18th century French royal portraiture, and unveiled the works, and the U.S. release of Le Melon at the art world's biggest event - Art Basel.

Wiley created a series of custom ​​ portraits honoring the selected individuals who have charted extraordinary paths to achievement. The three “kings” featured in the campaign are the Emmy Award winner and Oscar nominated filmmaker, producer, writer, and NYU film professor Spike Lee; Grammy​ Award-winning music producer Kasseem Dean aka Swizz Beatz; and two-time Olympic Gold Medal winner and NBA sensation Carmelo Anthony.

After Art Basel, the portraits were auctioned off in partnership with Sotheby's, with the proceeds going to each “kings” charity of choice ―The Carmelo Anthony Foundation, the Swizz Beatz Bronx Charter School for the Arts, and the NYU Graduate Film Production Fund.