A great brand experience gives customers something to take with them. For Hugo Boss, that meant turning an everyday football into a one-of-a-kind keepsake, customized by hand while customers shopped in-store.
Client: HUGO BOSS | Pittsburgh, Pennsylvania
Project: In Store Artist Event
Services: Live Brand Activation · Retail Experiences · Hand-Painted Customization · On-Site Illustration · Live Event Art · Experiential Marketing • In Store Artist
For BOSS in Pittsburgh, Pennsylvania, I was commissioned to bring a little live artistry into the retail experience. The concept was simple: customers who made a purchase received a complimentary football, personalized on the spot with custom hand-painted details.
From favorite football teams to personal color combinations, each piece was made with its new owner in mind. What started as a simple giveaway became an opportunity to offer customers something a little more personal, and a reason to spend a few extra minutes enjoying the experience.
Bringing the Activation to Life
I arrived at the store with everything needed to make the activation run smoothly: paints, paint pens, brushes, a heat gun, and a small branded setup that fit right into the retail environment.
Customers could share their favorite team, colors, or ideas, and I'd bring them to life directly on the football. Each customization took approximately 5–15 minutes, depending on the artwork and the flow of customers.
Working in a live retail environment means being able to think quickly, work efficiently, and create something special without slowing down the experience.
Once the artwork was complete, I'd use a heat gun to help dry and set the paint before handing it back to the customer.
A Little Customization Goes a Long Way
One of my favorite things about live activations is getting to interact with people while creating something just for them. No two requests are exactly alike, and there's something fun about watching an idea take shape right in front of someone.
For the store, it was a way to add an unexpected creative element to the shopping experience with a relatively small footprint. The store manager commissioned the activation directly, making it a great example of how retail teams can bring in creative talent through their marketing and experiential budgets.
And apparently, customers weren't the only ones who enjoyed it. HUGO BOSS invited me back for a second activation!
I love projects like this because they show how a little personalization can turn an ordinary brand interaction into something customers get to take home.
By the Numbers
2 activations at the HUGO BOSS retail location
5–15 minutes per personalized football
100% custom artwork hand painted on the spot
All-inclusive setup: Artist, materials, tools, and workstation supplied