SCREEN GRABS FROM ONLINE INTERACTIVE GAME.
Times Square
New Orleans
A page describing Jay-Z reaction to the Hurricane Katrina disaster was placed on an entire roof in downtown New Orleans.
Jay-Z shook the borough of Queens with his pg dedicated to the hip-hop legends of Hollis, Run DMC. A 1982 vintage Cadillac Seville, decked out in pages 8 & 9, was showcased as a tribute to the hip hop OGs on their very own Run DMC Way.
At the Delano launch event (Miami), a pg dedicated to the lavish lifestyle of the hip-hop artist was revealed at the bottom of the iconic pool.
Miami
The page about B.I.G's death and his influence on Jay-Z was placed as a newspaper rap on the streets in Brooklyn where B.I.G was from.
Brooklyn
Pages found in a famous boxing gym in Brooklyn called Gleasonʼs highlighted Jayʼs love for the sport.
London, UK
Glastonbury, UK
A Guitar specifically made for the campaign was wrapped in lyrics mentioning Kurt Cobain and how he influenced Jay-Z’s music.
Chicago
A bronze plaque, molded with the content of the first two pages of the book, was placed adjacent to the Marcy housing projects Jay-Z grew up in. The content poetically details the scene of his childhood; the rap battles, the playgrounds, the crowded
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Pages were dropped in one of Jay-Z's very own business ventures. The Spotted Pig, known for its cozy atmosphere and cool memorabilia, was used in a variety of different mediums to celebrate the book's content. Pgs were found on tablecloths and mirro
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A page with content about competitive sports hanged in the Prudential Center rafters among the Nets Hall of Fame banners (Newark, NJ).
A page mentioning Jay-Z's frustrations with music bootleggers was found in the form of a counterfeit book distributed by a street vendor near Canal Street in Manhattan.
Each chapter's intro was designed to look like a record. As such we designed those pages as records and placed them in record stores across the country in relevant locations. The actual records inside contained the music highlighted those specific c
Jay-Z stunned his fans by revealing a black leather Gucci for ʻDecodedʼ jacket. The masterfully stitched page handcrafted by Gucci's lead creative, Frida Giannini, is custom-tailored to Jay-Z's measurements and holds song lyrics mentioning the Itali
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