More Than a Mood
Fall 2024
Instructed by Beth Kushner
Problem: Urban Outfitters has been a staple for teens and young adults for several decades. But these days, they’ve lost their cool. How can we give them street cred and relevancy amongst the Gen Z audience?
Solution: Show the different ways Urban Outfitters can encourage Gen Z to break out of the digital mold by becoming the destination where their intricate and perfectly crafted mood boards can come to life, empowering people to become the person they’ve always wanted to be through a series of interactive and out-of-home activations.
Skills Utilized; Art Direction, Copywriting, Creative Strategy
OOH: Show how Urban Outfitters can help your mood boards come to life through a series of print ads that show people literally breaking out of their mood boards while simultaneously bringing them to life in a new and authentic way.
Partnership Activation: A collaboration with Spotify to create a new way for people to receive personalized playlists based on their unique tastes and expertly curated mood boards, helping people feel empowered to take those next steps in becoming their best selves with the perfect playlist to accompany them.
OOH print ad to feature the collaboration.
In-app Activation: Make it easier than ever to translate your mood boards to real, tangible results by integrating an AI shopping tool on the Urban Outfitters app that assesses your mood board and desired style and recommends real items based on your submissions.
After people submit their images and get their results, they can shop for items inspired by their mood boards directly on the Urban Outfitters app.
Social: Create videos highlighting a common behavior, curating and obsessing over their carts. Similar to a digital mood board, these carts represent personal styles. By partnering with TikTok influencers to showcase this process, we’ll inspire users to shop and transform their curated vision into reality.