Boy who is you?
JFG is the godfather of remixing culture into fashion. He’s done collaborations that have sold out in seconds so when it came to creating something with Instagram, we wanted to create something that couldn't be sold, inspiration. We worked with Joe Fresh Goods to create an un-shoppable collection at ComplexCon and for the first time, we turned @Shops into a gallery for the culture where we gave away game* for free.
Part 1: The Showcase
We celebrated some of JFGs most meaningful work and collaborations throughout his career in fully built out displays. Each diorama was coupled with vignettes that added context to each piece to create a beautiful narrative of lessons and advice.
Not only was this an IRL activation, we brought in the product. We are used to seeing @Shop used as a purchasing vehicle, this time, we turned it into a gallery space so everyone had access to this knowledge from JFG.
Below each vignette we invited viewers to scan a QR code that led them directly to the JFG collection on Instagram Shop. That way they can share these stories across the platform to other creatives who couldn't make it in person.
Part 2: The Shop
Rather than taking the traditional panel route, conversations were led like a performance art. We created intimate mini scenes where JFG and his peers were giving attendees and viewers a fly on the wall perspective of what it’s like to work/ collaborate with him. Each conversation was opened and closed with “Yours to Make” messaging and chalked full of invaluable knowledge to inspire a new journey for creators.
