Happy Socks asked to collaborate on a project to promote their masks to benefit the COVID-19 Solidarity Fund.

 

“Undercover Smiles” was a public activation in which we cast New Yorkers off the street to talk to us about wearing masks and gather opinions about this mandatory medical accessory.

 

Within a day, we were able to interview, photograph and film 50+ people wearing the masks. We delivered  100 stills, 14 social media video edit, a series of retail posters, all addressing this unique moment in history.

 

This allowed the brand to express its core values in an organic and meaningful way.