Hat world + fox activation
With the launch of a new seasonal hat collection exclusive to Hat World and Lids stores nationwide, Fox needed a full retail display set for activation in the brick and mortar shops.
The concept I created for this campaign was meant to play up the colorful and heavily textured graphics on the hats themselves, as if they had just been dipped in or splashed with their individual pop of color and the graphics had spilled onto them.
I played with actual paint in various pools and drips in the photo studio, art directing the photographer to get the right shots. Using only 1 small can of red paint, and without putting any merchandise physically in the paint, I manipulated all of the images to create realistic moments where the hats are interacting with or being enveloped in the paint.
The activation included window displays, standing signage, POP displays, and other in-store graphics.