In order to help attract new fans, HBO Max tasked us with helping to not only drive excitement for this new show but also showcase what the show was about in a new, unique way.
We created a pop-up installation at the Lab in Costa Mesa, California, celebrating the launch of Genera+ion. We partnered with Genera+ion costume designer Shirley Karata and eight talented designers from FIDM to create original looks inspired by the series’ characters.
The custom outfits were displayed in an installation designed by artist Mason Webb and captured by rising photographer Myles Loftin. We took the Un-Fashion showcase online and partnered with Nylon to build a digital look book generating un-matched buzz.
The campaign was well received with the Un-Fashion show being featured in Nylon Magazine (1.5M followers) and showcased by influencers such as @cjtooicy and @jazzmynejay. The positive buzz helped Genera+ion to come out of the gate swinging for their first season on HBO Max.