OOH signage used in the major markets to tease and pique curiosity.
"Mobile Joe" is trackable via following a twitter handle.
Pre-launch site with tease video and countdown to launch. Video finishes with opt-in CTA.
Advent calendar style of product reveal lets the user pre-shop a portion of the collection.
“Fresh to Market” pop-up stores use farmer’s market events with product styled as produce.
“Fresh to Market” pop-up fruit groves event. Display product like fruit on trees.
“Canadian Invasion” pop-up stores during Fleet Week in NYC & San Fransisco.
Interactive billboard with a sharable social component.
Joe Fresh for JCP
The Canadian fashion brand Joe Fresh partnered with JC Penny introducing a store within a store model as a cost effective way to bring the stylish brand to the U.S. The assignment was to create an exciting tease and launch campaign in the major markets that extended beyond the traditional print & broadcast executions.
My role: Idea Concepting, Art Direction