Yacht The Basel
Yacht The Basel presented by Cheetos emerged as a breakout moment during 2021 Art Basel — blending hip-hop, contemporary art, and brand storytelling into one of the most talked-about cultural activations of the week. Set aboard a four-story mega yacht, the event featured a custom art gallery using real Cheetos dust, immersive experiences, and performances that authentically connected with the brands target audience.
Origin: Our head of sales received a very simple brief from Cheetos, "what can we do at Art Basel that would break through the noise and connect with Gen Z?" I was familiar with the Mega Yacht and had been to Art Basel several times. I had the idea that day and we were ready to pitch the client within a week.
Highlights: With over 1.2 billion earned media impressions and recognition as one of Ad Age’s top five creative campaigns, "Yacht The Basel" not only pushed the boundaries on branded art activations at Art Basel, but also highlighted hip-hop’s global influence on art, culture, and innovation.
Work: Concept Creation & Development, Venue Procurement, Execution Oversight, Experience Design, Programming & Marketing
Yacht, Beats & Art
The second installment of the Cheetos x Art Basel experience took the cultural fusion of hip-hop, art, and style to the next level. A standout custom sneaker designer was commissioned to designed one-of-a-kind kicks inspired by Cheetos’ bold aesthetic.
The night peaked with an electric performance by rising hip-hop star Flo Milli and legend Mannie Fresh, whose energy lit up the yacht and underscored the brand’s connection to music and fashion culture. With tastemakers, artists, and influencers all in the mix, the event solidified its place as a must-attend moment during Art Basel — celebrating creativity, individuality, and Cheetos’ unapologetic brand ethos.
Yacht The Basel