HARRI x SoCo
Art direction | Brand storytelling | Creative direction | Creative leadership | Earned
Southern Comfort challenged us to highlight how their distinctive brand of bold, unapologetic fun would make a memorable impact on a key party calendar moment…
The brief was to capture and amplify the essence of Southern Comfort’s unique style of fun, ensuring that the brand not only stands out, but redefines how the SoCo turns up at Halloween.
Recognising that people often rely on the same old, boring Halloween costume tropes, we did some consumer research and identified the top three misused costumes. The solution - reimagine these classic costumes with a fresh, innovative SoCo twist.
To do so we collaborated with fashion designer HARRI, known for his daring and creative inflatable designs (most notably dressing Sam Smith for the BRITS). HARRI transformed three classic costumes—"Red Witch," "Villain Vampire," and "Golden Pumpkin"—into extraordinary outfits with exaggerated silhouettes and inflatable features. The unique designs were made available for rent at Costume BOO-tique in London.
Outcome
32x pieces of top tier earned
Highlights incl Hypebeast, Culted, Hypebae
Reach of over 874M+
100% positive sentiment