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.
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