PROJECT #001

MAKE IT POP | DEPOP MENU

CLOSE

SCOPE

[Spec Work]*
Creative Direction
Experiential
Marketing
Social Strategy

OVERVIEW
Make It Pop is a street-level experiential campaign designed to help people solve a familiar problem: not knowing what to wear or where to start. Through a mobile retail experience in SoHo, NYC, the campaign introduces Pop Style, Depop’s AI personal shopper, by turning outfit indecision into guided discovery. Both in real life and online.

PROBLEM
Nothing to wear and no clear place to start.
Choosing an outfit often means jumping between apps, stores, and inspiration sources, leading to decision fatigue and overspending. Even when shopping secondhand, it can be difficult to visualize complete outfits or know where to find affordable pieces that work together.

INSIGHT
People don’t shop for clothes, they shop for moments.
Outfit decisions are driven by context: where you’re going, how you want to feel, and what you can afford. When styling feels guided and personal, confidence increases and discovery becomes enjoyable instead of overwhelming.

BIG IDEA
Style Starts Here — Make It Pop.
A campaign built around Depop’s AI-powered personal shopper, Pop Style. Designed to help people build outfits based on their plans, personal style, and budget. By turning outfit indecision into instant discovery through real Depop listings, the campaign makes finding what to wear simple, guided, and accessible. All while surfacing unique pieces that help every outfit stand out and pop.

EXPERIENCE

A closet on wheels. Parked in SoHo.
Make It Pop comes to life through a mobile truck stationed in SoHo, NYC. Inside, curated selections from Depop sellers are organized by vibe, with each item tagged to its creator and linked via QR codes to their shops. Visitors can build outfits in real time, try pieces on, or ship items directly if they’re not available on-site.

DIGITAL

Pop Style — Depop’s AI personal shopper.
Pop Style lives directly in the Depop app, extending the campaign beyond New York. Users can enter an occasion, vibe, or budget to instantly receive complete outfit suggestions built from real seller listings. With continued use, it learns individual style preferences, making recommendations increasingly personal and refined over time.

IMPACT & RESULTS

From indecision to confident style.

Increased time spent engaging with curated outfits
Higher multi-item outfit saves and carts
Greater seller discovery through QR-driven profiles
Reduced friction between inspiration and purchase
Expanded access to the experience through the in-app feature
Scalable access beyond NYC