Ten artists.
One legend.
1800 Seconds.

The Project:

What happens when you bring ten unsigned hip-hop artists together, add one legendary mentor, and mix in some 1800 Tequila? You get 1800 Seconds, a new artist discovery program from 1800 Tequila, curated by Pusha-T.

EI led strategy and creative development of the 1800 Seconds campaign. For the program’s inaugural year, Pusha-T selected ten rising artists to each write and record a track, released as a compilation album on major streaming platforms. From producing a 12-minute film to creating the album art and advertising, we wanted every part of this campaign to feel as refreshingly real and authentic as the music itself.

Visual Identity

The 1800 Seconds visual identity was scaled for advertising, point of sale materials, album art, and more.

The Film

Our ten artists and Pusha-T were intimately documented as they worked on the album in LA. We told their stories in a 12-minute film that captures the energy in the studio and the personalities of the artists. We also created cut-downs, interviews, and a TV commercial.

Notable 1800 Seconds coverage includes Pitchfork, HYPEBEAST, Uproxx, VIBE, The Source, and BET.

One month after launch:

2.5m YouTube views

Instagram reach: 3m+

Significant Nielsen rank increase

Get Started

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