Activation combines art, fashion and technology and pushes camo to its limits in Long Beach, Calif. on Nov. 5 and 6
PURCHASE, N.Y., Nov. 2, 2016 This weekend, Mountain Dew® is launching an immersive, collaborative art, fashion and tech experience channeling all things camouflage and promising to challenge conventions of the popular print. In addition to debuting an original, interactive augmented reality experience and curated gallery installation, the brand's new camouflage-meets-wearable-tech collection, Camo Out, created in partnership with youth-culture powerhouse VFILES, will be available for sale for the first time to consumers. Together with Complex Media and PepsiCo Creator, the company's North American Beverages marketing innovation team, the experience, titled The Camo Collective, will be exhibited with the apparel collection at the first-ever ComplexCon on Nov. 5-6, 2016 in Long Beach, Calif., before heading to other DEW® activations later this year and in 2017.
Both DEW and camouflage hold unique positions at the cross-section between the new American Heartland and urban street-wear culture: symbolic of freedom and exploration in both rural and urban environments, it exemplifies the lifestyle of having a "damn good time" and self-expression that DEW embodies. DEW has a deep heritage in all things camo and outdoors, in the more traditional use on packaging and outdoors gear, and now has modernized and extended the reach of camo to a new audience, evolving the print to further expand its relevance.
The art and artifacts in The Camo Collective were curated by Jules Gayton, a senior designer at Herschel Supply Company who has also worked on brands like Stussy, Supreme, and his own brand, Leilow. Jules invited various artists that are inspiring culture today, including Stash, a legendary graffiti artist and designer, and emerging artists Damien Gilley and Michael Walczyck, to demonstrate the evolution of camouflage through art from its original function for concealment to a tool used by creatives to express their individualized style. Each created both virtual and real worlds that tie in key themes and patterns to showcase the heritage of camo, aided by bold visuals.
Record producer and DJ Nosaj Thing will use music to tell the story of camo through custom mixes he produced specifically for The Camo Collective experience. The activation will also feature a first-of-its-kind interactive augmented reality 'CamoFlector' experience by dotdotdash, a Portland-based creative technology and production studio specialized in cutting-edge multimedia experiences. Using mirrors equipped with hologram-augmented reality technology, guests will be virtually outfitted by the custom Camo Out patterns and immersed into a virtual music video of the future.
"Through The Camo Collective and our first-ever wearable tech camo collection with VFILES, there was an opportunity for Mountain Dew to own the unique, universal story of camo, highlighting its past, present and future in a way that's never been done before and showcasing how DEW continues to push the boundaries of culture through art, fashion and tech," said Ryan Collis, Senior Director of Marketing, Mountain Dew. "The installation and the collection express the passionate and inventive spirit of the DEW Nation."
The Camo Out collection, which was previewed during September's VFILES Runway Show during New York Fashion Week, was designed for the DEW Nation's "class of the future" and includes body cameras and personal audio systems in a custom camouflage print.
This collaboration was brought to life by Creator, PepsiCo's catalyst group whose mission is to explore the edges of culture and co-create innovative experiences for PepsiCo North America Beverages. Creator is constantly seeking like-minded partners to influence culture and create an advantaged pipeline of scalable marketing platforms that deliver brand growth.
"The collaboration with VFILES and Mountain Dew for ComplexCon embodies our belief in the power of co-creation," said Carlos Saavedra, Senior Director, Creator – Culture Strategy & Innovation. "When you merge together a world-class brand with the expertise and nimble approach of creators such as VFILES, what results is a culture of creative risk-taking, rapid experimentation and an acceleration of fringe to the mainstream."
"We are really excited about the camo print that we created with the DEW team," said Julie Anne Quay, founder of VFILES. "The collection that ensued is based on the collaborative energy of that print – taking our collaboration into products was a natural extension – and we are really excited at the wearable tech components that exaggerate the power of the print even further and allow the wearer to express themselves in a manner that is bold and out front."
Camo Out Wearable Tech Product Details:
The new Camo Out collection, offered for both men and women, will also consist of three core basics in the custom camo print: a pull-over hoodie, a coaches jacket and a layered t-shirt.
The inaugural collection will be available at the VFILES pop-up shop in The Camo Collective gallery space at ComplexCon at a 15 percent discounted rate and nationwide for purchase at the VFILES store in New York City and online at VFILES.com starting on Nov. 5, 2016. Use promo code CAMOOUT at checkout from Nov. 5-6 for 15 percent off. The collaboration will retail for a SRP of $50 - $400 USD for outerwear.
For more information please visit http://www.greenlabel.com/camouflage and join the conversation at @mountaindew and @pepsico_creator using hashtag #CamoOut.
About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew® Pitch Black™ Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on Twitter @mountaindew.
About PepsiCo Creator
PepsiCo Creator is a catalyst group within North America Beverages Marketing on a mission to explore the edges of culture and co-create innovative experiences by consistently exploring the fringes. Creator believes that what's starting to emerge today will become mainstream in the future and is constantly seeking like-minded partners who share their mission to influence culture, shaping it in innovative ways. Its goal is to create an advantaged pipeline of scalable marketing platforms that deliver brand growth.
PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit www.pepsico.com.
VFILES is a creative-focused social networking platform that connects and empowers a global youth community. By providing tools to discover, connect, and collaborate the VFILES platform brings together young and emerging creatives with the world's most established influencers in pop-culture today. VFILES features its community through multiple touchpoints: VFILES.com, the VFILES app, digital platforms like Snapchat and YouTube, and through unique live events, concerts and contests all with the goal of making their voices heard.