Express National Tour

Express Inc.

Concept Ideation, Creative Direction, Environmental Design, Custom App Design, Event Photography, Social Content

Midfield Interactive

In 2014 the fifth largest retailer in the US, Express, opened operations in Canada. Partnering with Midfield Interactive, we executed a national tour, raising awareness and driving sales for the newest retailer in the Canadian marketplace.

While we executed countless smaller regional activations, the real star was the #ExpressLife tour RV. From concept ideation, to build, to successfully executing a three-year tour, coast to coast, hitting some of Canada’s largest festivals and events.

The design of the activation needed to account for a variety of venue specifications, be road safe and have the ability to scale and be customizable depending on the event. It also included an extensive tech component, with a custom VR closet, digital contesting, TV displays and an iPad app for user acquisition. We also provided content capture at all the events for use on Express socials. Easily the most fun I’ve ever had on a project.

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