Urban Renewal

This campaign focuses on Urban Renewal: a brand by Urban Outfitters committed to keeping fashion ecofriendly by reusing, upcycling, and giving a second life to vintage clothing. It features bold, oversized flowers across OOH posters and billboards, reinforcing the brand’s eco-friendly attitude. To create an immersive experience, a pop-up event is held in a greenhouse, where visitors can explore the clothing line and participate in a "build your own bouquet" station. To drive engagement, a direct mail invitation printed on plant-able seed paper, packaged in a tiny pot, encourages recipients to attend the event while further emphasizing sustainability.