Napapijri brand breaking through to the UK Market briefed 1000heads on entering the hype culture with the new collection Futurewear. The campaign took on a partnership with musician artist Kojey Radical, collaborating to bring his artwork into an innovative AR experience.

The campaign main event took place at a drop queue at Napapjri Carnaby store. Involving an AR T-shirt experience, from scanning a QR code on the T-shirt design it activates Kojey Radical’s artwork to life. Design lead and working to faciliate the team to create an Instagram AR filter that was used as a ticket entry mechanic for the launch drop event. Other content to tease and sustain the campaign created were DOOH, PR, social and digital assets.