BRANDED EXPERIENTIAL + CONTENT  |  Creative Director

Talent: A$AP Rocky

Brand: Guess 

Collection: GUE$$ x AWGE

Agency: SWG 

Experiential: NYFW (2016) Collection Launch, Live Performance + Immersive Experience

Press: New York Times, i-D Mag, Vogue, W Mag, WWD

Creative Directed the 1990's video arcade-inspired branded experiential for the launch of A$AP Rocky's collaboration with Guess Originals.

The interactive pop-up included an immersive 3-hour soundscape, 1990 arcade games, original AWGE art, campaign imagery, video games and product-seeded prize booth. Reinterpreted Lunchables, Hot Pockets, and Hennessey Slushies and Pop Rockys were also included in the immersive experience. DJ sets by the Cozy Boyz.

The installation closed with live performances by the A$AP Mob inside the parents basement-inspired house party during NYFW, 2016.