Netflix wanted to bring awareness to their remake of the hit 90’s show ‘Heartbreak High’ by tapping into Sydney’s youth culture and offering a free fashion haul, curated by Vogue Australia Fashion Editor and stylist Petta Chua. There were lines down the street to access the ‘Heartbreak High Uniform Shop’ with waves of guests queuing up to get their hands on limited edition pieces amongst a range of iconic brands and selections from local designers. Whilst they waited we provided people with temporary tattoos drawn by Magpie Tattoos and once they collected their free fit they could pose for a school photo. More than 1000 people visited the store over two days, including the cast and directors from the show.
The design for the pop-up store was a clear reference to the classrooms and teen bedrooms you’d see in the show with walls and lockers covered in graffiti, stickers and posters. On top of this we recreated the iconic ‘Incest Map’ which is at the centre of the show’s plot.
The design for the pop-up store was a clear reference to the classrooms and teen bedrooms you’d see in the show with walls and lockers covered in graffiti, stickers and posters. On top of this we recreated the iconic ‘Incest Map’ which is at the centre of the show’s plot.
Credits
Agency: Amplify
Executive Creative Director: Tim Baggott
Senior Creative Strategist: Lucinda O’Brien
Creative: Buster Moxham
Graphic Design: Alex Riches
Senior Producer: Benjamin Teboul
Business Director: Scotty Bensley