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Special Project

Special Project
From the 10th Annual Shorty Awards

Art of Ink

Entered in Long Form Video


Present Spike viewers with a fresh new digital series covering the history and cultural significance of tattooing styles – aiming to attract both Ink Master fans and curious new viewers.

Strategy and Execution

To develop bridge content between Ink Master seasons, The Art of Ink was crafted to delve into the history of some of the most popular tattoo art styles, and highlight some of the biggest artists in each area. The episodes were judiciously released on and YouTube on a weekly basis leading into the premiere of a new season of Ink Master.

A trailer was released and promoted one week prior to the premiere episode to tease the release of the series. At launch, The Art of Ink was heavily promoted on and in the Spike apps, the digital series was elevated through platform-specific promotional cutdowns on Spike social accounts (Facebook, Twitter, Instagram), as well as the Ink Master social accounts (Facebook, Twitter, Instagram). Early episodes were also supported with marketing dollars on social platforms to drive awareness.

Each episode of the six-part series focused on one tattoo style by featuring interviews and art from top artists in the field. Viewers learned all about the history of these popular tattoo styles, the passion and skill required to execute them, and what makes them significant in the world of tattooing.


More than 1.3 million episode views across, YouTube, and Facebook.


Video for Art of Ink

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