social + experiential campaign


Artists like Kanye and Drake have developed exclusive tour merchandise to promote their new music albums. After dropping a viral mixtape, Helper wanted to organically continue the hype on social media. 

I designed the CHZY SZN Merch line to generate consumer excitement and continue the Helper Mixtape momentum. The collection includes a gold-embroidered black sweatsuit, "dad hat" and 2 graphic tees. To promote the collection, I directed a Lookbook-style photo shoot to share on Twitter. The merch was available in limited quantities to loyal consumers and social media influencers. Strategic scarcity generated huge demand, resulting in half a million media impressions.  

Photography by Wale Agboola