In August of 2016, deep in the forests of Malibu, 30 Seconds to Mars put on the Camp Mars event for the second straight summer.
R I V A L S developed line plan, and creative design for the store of the three day camping experience. Combining R&D, as well as input from the band, the creative direction for the line manifested into a mixture of bright colors, soft fabrics, and graphic designs that combined the aesthetics of an outdoorsman, and a counterculturalist.
With the product for the store launching online as a preorder one week before Camp, the experience for the product and marketing was curated by R I V A L S to flow seamlessly from online storefront, to the physical camp — allowing fans to buy online and guarantee their size was available and held exclusively for them on Day 1. The online storefront also connected those that couldn’t attend the sold out event with a physical piece of the Camp Mars storyline.
The results were a product line, as well as a physical and digital experience, that integrated seamlessly with the consumer, the brand, and the event – connecting even those that couldn’t attend to product that became the look and feel of Camp Mars.