LifeWTR: Unconventional Canvas

For its eighth U.S. design series, LIFEWTR® continued its mission of elevating emerging artists by launching Unconventional Canvas, a bold collaboration with Frieze that redefines where and how art is experienced. My role was to help shape the creative, scripting, and visual storytelling that integrates each individual artist into the larger story of “Unconventional Canvas” - which highlights how art isn’t confined to museums and galleries, but can live in unexpected spaces like public parks, airports, shop windows, and even water bottles.

This series brought together a diverse lineup of boundary-pushing artists—from Lilian Martinez’s vibrant reimaginings of history, to Tofer Chin’s architectural illusions, to Sarah Zapata’s intricate textile-based storytelling. Through this campaign, we turned LIFEWTR bottles into canvases, transforming them into portable works of art that make creative expression more accessible to everyone, everywhere. By celebrating artists who challenge traditional spaces, Unconventional Canvas solidified LIFEWTR’s commitment to championing creativity in everyday life.