The art of getting up.

Gradient Agency asked Born & Bred to help ideate a large fundraising event to help Lycée Français de New York raise much-needed funds for the school’s programs. The result was a massive gala dinner at Manhattan’s iconic Park Avenue Armory. Born & Bred conceptualized the event around the work of the guest of honor, French street artist, JR. The idea was to illustrate art’s power to impact society, and Gradient used every tool at its disposal to bring the production to life. From light and color, to over 4,000 yellow tulips and a custom-painted bar, the concept came to life in an evening that featured a dance performance choreographed by Blanca Li, a silent auction, and over $2 million raised by the 1,000 guests in attendance.