Re: Pegasus Turbo Launch
Copywriter + Creative Lead (David Butler), Design (Patrick Finch + Alexey Krupinin) Production (Jessica Doren)
There’s a formula to press previews: cool venue + fun displays + catering.
But rather than run jaded editors through another rinse & repeat press event, we opted to run them through the streets of NYC.
From simple touches (like branded graffiti) to taking over an entire massage parlor, we used the city itself to tell the shoe's story through a series of hidden moments and bring the gritty world of We Fly (the overarching campaign) to life.
We served up shoes in bamboo boxes on dim sum carts at Nom Wah — Chinatown's oldest tea parlor