Snake Eyes: G.I. Joe Origins x Superdry X | Paramount Pictures

THE PURPOSE: Snake Eyes: G.I. Joe Origins stars Henry Golding as Snake Eyes, a tenacious loner who is welcomed into an ancient Japanese Clan called The Arashikage after saving the life of their heir apparent. With Snake Eyes being the #1 most requested character by fans, it was inevitable for him to have a prequel into his origins. We were tasked to promote the film to a broad audience with a relatable appeal through movie inspired merch. THE INFLUENCE: We identified British fashion retailer, Superdry as a fitting retail partner and we were in particularly drawn to their expressive street style range; Superdry X. As a brand that references Japanese influences through its graphics, a collaboration between Superdry X and Snake Eyes would honour the G.I. Joe Origins legacy whilst propelling Superdry X's brand aesthetics Paying homage to the latest installment in the series, we Introduced Snake Eyes' action filled characters to 6 pieces in a limited collection including T-Shirts, Hoodies & Bomber Jackets. THE VICTORY: We launched the collection at 3 UK Superdry stores whilst taking over their digital screens. Participating stores included London Westfields, Manchester Arndale & Birmingham Bullring.