Context
I launched The 100 Collective in 2023 with a clear intention to make original artwork more accessible, collectible, and shareable.
Rather than producing a single body of work for exhibition, the project was built as a release model: 100 unique pieces, made available at an accessible price point, designed to reach a wider and more diverse audience.
The aim was to challenge traditional barriers around owning original art while building a global community around the work.
CREATIVE ROLE
Founder & Creator
Development of concept and release model
Creation of 100 original artworks
Direct-to-audience distribution and campaign rollout
Execution
The project centred around the creation of 100 individual artworks—each one unique, forming part of a larger collective release.
The drop format introduced urgency and accessibility, allowing collectors to engage with the work in real time while creating momentum around the launch.
Rather than positioning the pieces as static outputs, the project encouraged circulation allowing artworks to move between collectors, extending their lifespan beyond the initial sale.
Following the initial release, the concept expanded into themed editions, including History of House, which translated music culture into visual form and extended the platform into exhibition and collaborative spaces
Selected works
Outcome
100 original artworks sold out within 7 days
Buyers across 70+ cities and 20+ countries
1035% increase in website traffic
10,000+ new followers gained within one month
Expanded into multiple follow-on series and collaborations
Over 400 artworks sold globally to date
Impact
The 100 Collective repositions original artwork as something that can be owned, shared, and circulated at scale.
By combining a drop-based model with accessible pricing, the project builds a direct relationship between artist and audience—creating a global community around the work while maintaining the uniqueness of each piece.
