Associate Creative Direction • Art Direction
THE ASK
Transform Millennials’ brand perception of Cotton from a socks-n-sweats staple to a chic wardrobe must.
THE SOLVE
To show fashionistas that cotton really is The Fabric of Our Lives®, we used cotton’s magical key attribute – versatility – to create an experiential extravaganza: the world’s only 24-hour runway show for a truly 24-hour fabric.
Featuring 70+ retailers and a model showcasing a fresh look every single minute, Cotton’s 24 Hour Runway Show engaged consumers on-site, online and in stores, including a post-show digital campaign “Shop the Runway.”