Mr. James Cahill

Armani Exchange
Neon Sunglasses

A launch campaign for a new line of neon colored sunglasses

We were asked to create some window designs for the new Armani Neon collection. It was supposed be a simple photoshoot and art direction job for me which would be rolled out across the website and print materials.

My partner and I took it a step further and suggested a short event to help promote the collection: the Neon Carnival. A Neon Carnival where you could wear your sunglasses under the bright neon lights at night.

A campaign that was supposed to last 1 year ended up repeating for 6 years running and culminated in the Neon Carnival traveling to Coachella where it attracted celebrities and huge crowds.

Areas of work:
Art direction
Window design