We Gotcha!
Year 2024
Advertising / Art Direction / Spatial Design
Completed while with Paradox Media.
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This was for a pitch submission for CityLink Mall.
What would shopping be without surprises?
This concept is inspired by the idea of a gachapon machine, where surprises await with each token you put in. Paired with the idea of CityLink being an underground mall filled with fashion, beauty, food and other services - it offers the idea that much like one of these machines - there’s always surprising joy to be had in what it offers.
Each campaign header uses 'GOTCHA!' - a reference to the 'gacha' part of the gachapon machine - as well as a quirky way to illustrate that CityLink has 'got you' with the things you love. This helps to appeal to the target audience while offering them the prospect of something more - that is stores and places that can help to give their day a surprising twist.