The dFm developed a nationwide 3-month summer retail series to generate in-store/online traffic and encourage purchase intent. The series supported the new brand story with an emphasis on nostalgia of the early 2000s while maintaining the creative ideals AA was founded upon, appealing to a fresh / new audience.
strategy influencer engagement creative direction
The ten-part series was split into 5 events, entitled "Maker Mondays". Another 5 were created under the moniker, "Flashback Fridays". Each event was catered to its respective market with local creatives, ranging from a workshop with Emily Oberg of Complex to a photography gallery with the ladies of Verluxe and Glamour Girl.