beach unboxed | adidas ivy park #flexpark
creative direction, art direction

to create a show stopping moment to create hype around the launch of beyoncé's first swim collection with adidas, we developed a mysterious boxed that appeared in nyc without warning. the mysterious box came affixed with a countdown timer that once it hit zero, revealed a beach in the middle of soho to create a photo opportunity for her fans. fans were able to take photos at #flexpark and when they uploaded and tagged their content on social, had the opportunity to win the entire ivy park collection.

this activation was spoken about across the globe, with the beyhive speculating for 24 hours as to what could be inside.