Fine artist Tobias Rehberger partnered with MCM Worldwide to design a capsule collection in honor of the brand's 40th anniversary. With a stronghold in Europe and Asia, the brand needed to define it's position in the American market. So, we identified their American consumer — a group we called The Expressives — and, for them, we created two initiatives designed to increase awareness of MCM and of the 40th anniversary collaboration with Tobias. 

Credit: Senior Producer