Maximum BalloonClient: Interscope Records
W hen TV on the Radio's Dave Sitek was gearing up to release his experimental side project, Maximum Balloon, he wanted to do something a little different with its promotion. So forward-pushing label, Interscope Records, asked us to devise a campaign of more artistic conceits, one that would compliment Sitek's brave new collaboration with an extreme dose of creativity. The result was the "What's Your Maximum?" competition, in which hundreds of entries flooded in using sample tracks from the album as ultimate inspiration. The rules: Well, there weren't any, just that whatever you submitted had to be soulful, be it a painting, sculpture or something even more bizarre. The winner received a cool $1,000, and the Top 10 entrants were displayed at the record's listening party in Hollywood, backed up by a rare DJ set by Sitek and Theophilus London.