role: art director
DEPOP-UP
The Issue? London’s popular thrifting community often overlooks Depop in favor of physical stores. How do we change that?
​The Insight? People choose to thrift rather than shop online because they crave the adventure of treasure hunting - the dopamine when that perfect piece is found.
​The Idea: Step off the familiar streets and into a hidden fashion adventure- if you can find the right phone booth.
​* done as spec work at University of Oregon
* won a Silver ADDY award
​
Introducing Depop-up, a series of fashion speakeasies designed to be discovered, not advertised.
Rooted in exclusivity and organic discovery, this experiential campaign turns the city into a treasure hunt for the style-savvy.
By creating urgency and intrigue, the campaign transforms Depop into more than just an app; it becomes a movement. This immersive approach rekindles the brand’s underground appeal, sparking conversations, viral moments, and a renewed sense of insider exclusivity that drives users back to Depop.
Geofencing enables current Depop app users to track the Depop-up as they approach within two blocks.
Art Directors: Kaia Mikulka, Blake Kroeger, Emily Manciu
Designer: Emily Manciu
Strategist: Ben Muro