Anthropologie x Swedish Fish

PROJECT

Pitching an unexpected brand collaboration that translates a candy icon into an Anthropologie merch collection, built as a creative director spec project.

ROLE

Creative Director,

spec project

SCOPE

Campaign concept and strategy
Brand collaboration positioning
Social ad concept
In-store activation design
OOH concept
Art direction/Ai image generation
Pitch deck development

The Brief

Catch of the Day is a spec retail collaboration concept developed as the final project for an intensive Creative Director course. The brief was to take a big idea, present it as a Creative Director would to a client, and make the case for why it should be bought.

Firefly_The style and look of image 1 needs to be similar to image 2 and the exact purse f

CATCH OF THE DAY

The candy you grew up on, dressed for dinner.

Turn the swedish fish candy from 859275 2c7.png

CAMPAIGN STORY

The shape is the logo,

which means every product is an ad.

Nostalgia sells, and it shares,

because people post what makes them feel something.

Both brands get something they
can’t get alone,

a cultural moment with unique products only they can make together.

MOOD BOARD

I took inspiration from brands doing similar collabs and brand activations including ‘The Betty Ate Collection’ by Betty Crocker and KFC’s Pickle Puffer.

Words to describe the campaign/collab:

Chic
Camp
Playful
Nostalgic
Whimsical
Posh yet approachable

THE COLLECTION

BRAND ACTIVATION

Activation:

The Swedish Fish Market Pop-Up

11 pieces across fashion and home, all in that signature red, with pops of olive, butter yellow, and chrome pulled from the mood board.

Firefly_replace one of the models with a person of color 125960.jpg

The Swedish Fish Market is a pop-up retail experience inside Anthropologie flagship locations, designed to feel like a high-end fishmonger dropped into a boutique.

The full Catch of the Day collection is displayed on ice behind a counter, priced and tagged like fresh catch of the day. Fishmongers in aprons wrap purchases in wax paper. A chalkboard menu on the back wall reads Fresh Catch.

It is the kind of activation that stops people mid-shop, pulls out their phone, and sends itself to the group chat before they even get to the register.

Activation:

Something Sweet is Calling

OUT OF HOME (OOH)

The OOH concept centered on a bold, graphic billboard: a portrait of a woman holding the Swedish Fish brick phone to her ear like she’s taking a call, set against a deep candy red. Headline: Something Sweet Is Calling.

Lockup: Anthropologie x Swedish Fish

Tagline: The candy you grew up on, dressed for dinner.

It plays like a fashion ad at sixty miles an hour, and the phone does all the work.

Firefly_Gemini Flash_make the fish purse 50- larger 581368.png

Turn the swedish fish candy from 859275 gve.png

Take the swedish candy from imag 600476 rOe.png

Firefly_Gemini Flash_remove the background from image 1 and replace with the background in

Firefly_Gemini Flash_Replace the hat in image 1 with the hat in image 2 622731.png

one of the fish candy should hav 922911 a1N.png

Make the swedish fish even large 610931 3Ew.png

Take the swedish fish candy from 172021 QB3.png

zoom out a bit so we can see the 534246 IB9.png

Using image 1 as the reference, 610931 FZ6.png

replace the handbag in image 1 w 72260 lnM.png

The Results

Catch of the Day was developed as a spec project to demonstrate Creative Direction at the campaign level: concepting, selling, and producing a big idea from brief to pitch-ready presentation.

The project covers the full range of a CD’s responsibility, from the strategic rationale behind the idea to the social, activation, and OOH executions that bring it to life.