Mr. James Cahill

Armani Exchange
Neon Sunglasses

A launch campaign for a new line of neon colored sunglasses

Armani Exchange briefed my partner and I to find new places to market their new style of sunglasses outside of their stores.

Our solution was to create a pop-up ice cream van that would sell the different “flavors” of A|X Neon Sunglasses to people around New York City. The idea evolved into “The Neon Carnival” — a branded carnival experience which invited celebrities and consumers to wear our sunglasses under the bright neon lights at night.

A campaign that was supposed to last 1 year ended up repeating for 6 years running and culminated in the Neon Carnival traveling to Coachella where it attracted celebrities and huge crowds.

Areas of work:
Art direction
Window design