To launch the new Melo M8 shoe,  we wanted to develop a campaign that showcased Carmelo Anthony’s explosive game in the place it was created – New York City. With a site themed around the NYC subway system we created the 'Melo Express' and took consumers on Melo's journey back to New York with each stop on the express line unlocking exclusive video content of Melo, designers and event details.

We also created an app that amplified Melo's larger than life persona—literally giving users the ability to place giant imagery of Melo on wallscapes around the city. Since the site was integrated with Google maps interface consumers could use their geo location to upload and share their photos on the map and through social media. They could also explore other user generated murals on the map from around the globe, and locate nearby retailers selling the shoe.

Ongoing Post-Up challenges through brand channels let participants win prizes and gain recognition across the community.