Denim & Supply

To help engage Ralph Lauren's millennial demographic through the Denim & Supply brand, our team at Mekanism created an Instagram based contest platform called #projectwarehouse where the brand collaborates with artists, designers, and writers to create unique works inspired by specific collections.

Meet the Makers

Social Media

Through Instagram, users would be given a related "mission" that involved posting photos tagged with #projectwarehouse. The best submissions would be integrated into the artists' work and the users would receive a prize. The Grand Prize was a shoot with legendary photographer, Mark Seliger, who also served as a consultant on the project. Over time it was great to see how this project of a million pieces come together into something of its own that seamlessly combines art, fashion, marketing, and social engagement,

AVCII - Mission #1

Arran Gregory - Mission #2

Alexa Meade - Mission #3

The Warehouse Stories - Mission #4

My personal favorite of the 4 missions focused on poets. Instagram users are starting to experiment with using text as the primary visual in their posts. In this way, writers, specifically poets, have found entirely new audiences. We reached out to some of the most prominent writers using Instagram in novel ways and asked them to write 9-word stories inspired by the Spring Denim & Supply collection. Instagram users were then asked to post a photo inspired by the story.