PAIN
New Yorkers love pain. How else do you explain paying $7K for a windowless shoebox apartment with six roommates, standing in line for hours to try a “viral” bagel, and inhaling the sweet smell of human pee on a daily basis?
So during New York Fashion Week, we turned this masochism into the main attraction with PAIN: a Soho installation built around one claw machine, housing one impossible-to-win, $20,000 authentic vintage Birkin bag.
CASE STUDY
STILLS
MERCH
WILDPOSTINGS
WEBSITE
CREDITS
CCO: Sam Shepherd
Senior Art Director: Katie DiNardo
Senior Copywriter: Kelley Barrett
Art Director: Mollie Bond
Copywriter: Jacques Wortsman
Designers: Eliz Akgun, Beth Johnson
Producer: Jenny Read, Cherrie Abella-Cignini