Conceptual Direction

The “(Eleven)ation” project was designed to visually and thematically represent Old Market’s strategic upward trajectory—both metaphorically and literally—by exploring various unconventional and surreal modes of elevation. Drawing inspiration from whimsical, otherworldly imagery such as UFOs, air balloons, rockets, flamboyantly dressed elderly figures, aliens, astronauts, and flamingo-shaped balloons, the concept fused the absurd with aspiration.

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This approach symbolized not only rising in status or success but also embracing uniqueness and eccentricity as part of their identity while moving “higher.” The theme celebrated the brand’s evolution through a playful yet sophisticated lens of surreal elevation.

The collaboration produced a comprehensive suite of content tailored to multiple platforms and experiential settings. This included dynamic reels capturing movement and transformation, static images that emphasized detailed surreal compositions, and immersive stage visuals designed to enhance live event atmospheres.

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Each deliverable was crafted to reinforce the theme of ascending weirdness and uniqueness, ensuring consistent storytelling across digital and physical touchpoints while engaging the audience with memorable, visually arresting narratives aligned with Old Market’s brand evolution.