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General Pants GP21

Made in collaboration with Melbourne based designer Gemma Mahoney, these art installments were designed to make General Pants stand out for their Gift Place Campaign over summer. The project consisted of two parts; first a typography treatment designed to create dynamic forms and tessellations out type. This was ultimately to be printed through the front windows of all General Pants stores and so it was important that it felt like a fresh new step for the brand's identity. The second part of the project was taking this typography treatment and bringing it to life in a large scale textural video component to play over LED screens in store and over social media.