Skyy Vodka, a brand of Campari America, San Francisco, announced the launch of its newest advertising and social media campaign, titled "Be Part of the Art," to support its new Skyy Infusions Moscato Grape vodka.

The Skyy Infusions Moscato Grape "Be Part of the Art" campaign began May 20 with TV advertising and online activations reflecting multiple facets of modern hip-hop culture and nightlife. The TV commercial features a collaboration between hip-hop artist Theophilus London, music video director Anthony Mandler and award-winning artist Kadir Nelson and was produced by Believe Media, Los Angeles.

In the campaign, director Mandler infuses Nelson's paintings into various "Versailles meets hip-hop" art gallery scenes. On cue, Theophilus London's original song "I Stand Alone" sparks the paintings to come to life as partygoers start an impromptu dance party while drinking Skyy Infusions Moscato Grape cocktails.

The brand also is rolling out its "Be Part of the Art" social media campaign and inviting fans to contribute to a Moscato Mosaic masterpiece. Consumer photos submitted via Skyy Vodka social media channels using the hashtag #bepartoftheart will be added to a store-front canvas displayed in New York City. The canvas will evolve into a one-of-a-kind piece of artwork as thousands of photos from around the world virtually fill the mural, the company says. The "Be Part of the Art" mosaic also will be featured on the brand's Facebook page.

“The 'Be Part of the Art' campaign embodies the hip-hop culture's evolution as it moves away from the cognac- and champagne-fueled days of excess toward a broader, all-encompassing influence on the trendsetters of today and tomorrow — what some are calling the 'Moscato Movement,’" said Umberto Luchini, head of marketing for Campari America, in a statement. "'Skyy Infusions Moscato Grape's new marketing platform encompasses every aspect of the 'Moscato Movement,' including art, music, design, fashion and a delectable cocktailing experience.”

The "Be Part of the Art" campaign will appear on national cable networks, including Bravo, ESPN, E! Network, BET, Oxygen, Style and FX, among others. These spots will be accompanied by digital site takeovers, rich digital media, billboards, transit and large-format wall installations that will roll out throughout 2013 in the United States.