Toro y Moi x Warby Parker

The digital launch campaign for the partnership between Toro y Moi and eyewear brand Warby Parker. To coincide with the release of Toro’s Mahal album; he collaborated with Warby to create two vintage inspired sunglasses that matched the sound and aesthetic of the record.

This campaign features a tactile visual language; inspired by the mood board for the album and sticker culture, that created a non-digital, tangible aesthetic to the digital touch points for the target audience. We tapped into the look and feel of the products–in partnership with photographer David Brandon Geeting–to create two authentically timeless sets that were inspired by the past, but felt current and on-trend. To sustain hype around the launch we delivered 100 gifting experiences to a list curated by both partners, and held a live DJ set/dance party at the Warby Parker location closest to Toro’s home in Berkeley California.

Contributions: Creative Direction, Art Direction

Press: Rolling Stone, Hypebeast, Trend Hunter