A Bold Debut for YZY Gap
The highly anticipated Yeezy x GAP Round Jacket launch needed an unconventional campaign that would transcend traditional marketing approaches. PHNTM was challenged to create buzz in the physical world using large-scale projections on landmark buildings across major U.S. cities. The most demanding constraint was executing this ambitious vision within just 18 hours from concept to completion.
- 0Iconic Locations
- 0KQR Scans
- 0KJackets Pre-Ordered
- 0MOvernight Sales
We developed large-scale projection content featuring a 3D jacket alongside brand logos and QR codes, designed for landmark buildings across New York, Miami, Los Angeles, and Chicago. With time being critical, we assembled a 46-person team distributed across the four cities to implement rolling projection units. Our team managed all media buys and content development, ensuring projections delivered precision and high visual impact.
Our campaign significantly contributed to the Yeezy x GAP Round Jacket's viral success upon release. The landmark projections drove thousands of engagements and helped the jacket sell out during the pre-sale period. This successful campaign illustrated the power of unconventional marketing while demonstrating PHNTM's capabilities in swift, effective execution and wide-scale project coordination under extreme time constraints.
