For the global launch of the second capsule collection curated by Swizz Beatz – designed by street artist Shok-1 – Kennedy designed a choreographed activation in four distinct episodes, based in Tokyo.

A select group of international editors, global and Japanese influencers was taken on a two-day experience in the Japanese capital to discover the capsule and its key protagonists.

Day-1 started with the unveil of a 14m high street mural in the heart of Shibuya, featuring a special artwork by Shok-1, enabled by Bally.

A private dinner at a secret Shibuya location followed, with a curated food & beverage offering that included Kyubey Ginza and Narukiyo Izakaya.

Day-2 marked the opening of a Shok-1 exhibition at the Bally Ginza flagship, which lasted for four weeks. This was followed by the culminating point of the experience – a rare live performance by hip-hop icon Nas for an intimate crowd of 250 guests at underground club Vent.

Kennedy developed a 3-week social media strategy to amplify the launch and created original content that included a teasing period, animations, product GIFs, films, photos and interviews.