Loan Verbanck
In the heart of the New York art scene, Belgian artist Loan Verbanck made his mark with his debut solo exhibition, Sans Mercy. Growing up surrounded by graffiti in Brussels, Loan's journey through urban art began in his youth and evolved into a unique dialogue between materials and memories. His work, now straddling the boundary between painting and sculpture, is informed by the neglected urban spaces he’s explored for years.
First Solo Show in New York City
For Sans Mercy, we worked closely with Loan to build a campaign that matched the raw, unfiltered energy of his art. Drawing on his fascination with unconventional materials, we opted for equally distinctive printing solutions. Business cards were created using Fedrigoni’s Splendorlux Metal Argento 350g paper—a nod to the metallic textures Loan often works with—making each card a tactile representation of his graffiti roots. Posters and marketing materials captured the essence of the show and ensured his presence was felt across New York.
A Social Media Campaign with Impact
On social media, our Instagram campaign delivered exceptional results. Carefully tailored to resonate with New York’s art-loving audience, the ads significantly boosted reach, engagement, and website traffic from the city. As a direct outcome, Loan’s exhibition saw a noticeable increase in foot traffic, directly linked to our campaign efforts.
Photoreport & Website
We rounded out the project with a photoreport, capturing the energy and emotion of the exhibition for Loan’s growing portfolio. Additionally, we developed a dedicated website, which served as a digital showcase of Loan’s work, offering an immersive experience for his audience. This collaboration helped introduce Loan’s work to a broader audience and highlighted his unique perspective in contemporary urban art.
REFLECTING
Working on Loan Verbanck's debut solo show, Sans Mercy, was an opportunity to merge traditional and digital communication techniques to amplify his unique voice in the contemporary art world. Our goal was to create a campaign that not only captured the raw, industrial textures of his work but also connected with an international audience. This project highlighted the importance of blending creativity with strategy. By channeling Loan’s artistic ethos into both tangible and digital formats, we helped him make a powerful first impression in a competitive market.