Parasco worked under the President and Creative Director of Y&R subsidiary, The Participation Agency, leading the creative and experiential design for the branded, multi-city, experiential campaign ABSOLUT X (2012). The global activation merged music, art, and technology, with creative led by the PA and production led by Giant Step Media.
Through the unique use of material, product design, and contemporary art, Parasco contributed creative direction for interactive branded structures, stage design, and interactive product placement that created a transportive atmosphere.
The creative, interactive campaign carried out by these two agencies won the EX Summit Series Award (2012).
Collaborating artists: Nick Cave, Twin Shadow, Grimes, Bloc Party, Santigold, Holy Ghost!