The brief was pretty open ended, “Make something awesome that people will share on social media.” The answer to this brief started as a giant beanie. It was installed as a billboard along the long drive to Mammoth Mountain. The location where the billboard was installed, was at a point where people would be looking for a reason to get out of their car. They did just that, posts were showing up everywhere on social media. This original idea spawned an app and a limited edition line of knit beanies. The beanie lives on every season as the pattern updates. It has become a movement to collect each year’s unique beanie.

Touchpoints: OOH, digital

MY ROLE: Design Direction