Jasper Wong’s Hong Kong gallery Above Second features work from emerging artists in the illustration and street-art scenes. For their launch in February 2010, the gallery wanted to reach an international audience, building support locally and online. Working on a tight timeline, Distill developed Above Second’s brand identity, website, and social media strategy.  Two weeks before the first show, we launched a social media campaign inviting fans to create custom masks from a kit provided online. People from dozens of countries participated, uploading images of their masks to a special microsite. Above Second’s opening event was a success, garnering attention from local and international blogs and media outlets including Black Rainbow, Fecal Face, Honolulu Weekly, Hypebeast, Lifestyle Asia, and Upper Playground.