HYPE DC
'FUTURE LEGACY'

[YEAR]

2023

[CLIENT]

Hype DC

[ROLE]

Motion Design (2D/3D), AR

[AWARDS]

AGDA Awards Finalist – Campaign, Books (Entire Book), Books (Front Cover)

[BRIEF]

Create an omni-channel brand campaign to celebrate Hype DC’s 25th anniversary, spanning retail, digital, social, and OOH. The campaign needed to honour Hype DC’s people, archives, global footprint, and legacy as a destination for premium, limited, and exclusive footwear, while driving brand awareness.

[OVERVIEW]

The campaign celebrates 25 years of Hype DC by putting the brand’s foundations front and centre, its in-store team, its archive of iconic product, and its place within global sneaker culture. Past and present collide to tell a story of longevity, credibility, and continued relevance.

To support the launch, we created a limited-edition book that pushed the campaign beyond traditional retail and media. Combining physical print with augmented reality, the book unlocked immersive digital layers that brought Hype DC’s history and product stories to life, extending the campaign experience and pushing the brand into new territory.

Rolled out across retail environments, digital platforms, social, and OOH, the campaign reinforces Hype DC’s legacy of premium, limited, and exclusive footwear, positioning the brand as a long-standing authority within the category.