BRANDING / ART DIRECTION / CAMPAIGN CREATION / EXPERIENTIAL

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​​As part of Robinson's brand partnership with the Wicked movie, I was asked to create concepts for an in-store activation in the form of an experiential pop up installation.

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The concepts featured ideas for customer participation activities, all based around theme from the movie and tying in to the premise of choosing which 'Witch' you are most like (2 unique flavours were created echoing the 2 characters).

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A yellow brick road dance matt with 2 theme tunes matching the characters. A broomstick photo opp. A digital magic mirror which asks a series of personality questions to determine your character. All these concepts aimed to put some magic into new product trialling and cast a spell on Wicked fans everywhere.