The Challenge
Create bespoke seeding kits for Zayn and his friends to push the Zayn X Arnette eyewear collection.
The Insight
The seeding kit – from concept to production – should consider the outsized impact of the networks of Zayn and his celebrity friends. With that in mind, premium materials and elevated narratives should inform ideation around the kits, while also adhering to the brand's core value of sustainability.
Strategy
Ideate kit ideas and concepts around the Zayn x Arnette brand campaign that is set in an altered reality and follows Zayn on a multi-level, video game-inspired journey.
Creative
We created "Infinite Utopia," featuring both a large, premium kit and a smaller travel kit that utilize infinity mirrors, iridescent surfaces, gridded design elements and sustainable materials to convery a futuristic, utopic aethetic.
Go to Market
Kits have been sent to Zayn and his celebrity friends, and have been shared across social posts and stories to great acclaim.
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