Upcycled Marine Plastic
An artist collaboration that made a sustainability line worth looking at.
Senior Art Director & Creative Marketing Lead | 2022
Artist partnership, campaign direction, product launch, experiential design
The Challenge.
Sustainability lines have a sameness problem, recycled-material stories look and sound identical across the category. The Upcycled Marine Plastic collection made with SEAQUAL® YARN needed a launch that made people stop, not one that checked the eco box.
The Approach.
Commissioned independent artist Lezio Lopes to create custom artwork built specifically for the collection, approached directly and independently.
Built the campaign around the artwork, not the material. Lead with beauty; let sustainability be the reason it exists rather than the headline that flattens it.
Carried the identity into physical space, extending the artwork into a full HD Expo booth design.
What We Made
Commissioned original artwork
Product launch campaign
PR program
Social campaign
Trade show booth design and build
Sales collateral
The Result
Best Booth Design: Most Creative Use of Product, HD Expo, Las Vegas, 2022
Collection coverage in Resort Trades and Hotel Management
Credits: Artwork by Lezio Lopes, commissioned independently for this collection.
