Selfridges aimed to increase overall brand awareness, site traffic and social engagement through a 360 digital marketing campaign in support of the AWGE Bodega; a pop-up store created in collaboration with A$AP Rocky. I was asked to collaborate with the print and window creative teams to conceptualise a digital experience cohesive with the pop-up itself. Overcoming digital limitations and increasing usability posed challenges so aligning the brand’s physical identity with social & digital norms was key. The digital campaign was a success and drove sell-out within hours of launching.
