A 5-day pop-up museum built by POPSUGAR and Freeform to help promote Freeform's new show, Siren. 
Attendees numbered over 4,600 with an additional 279 million impressions.
The mock on the left is an initial exploration of a possible visual theme for the museum. Although we ended up moving in a different direction, I was pleased that the illustration I'd made for the initial exploration was ultimately used on the walls of the museum as a subtle textural element. 
The final look and feel of the campaign was more atmospheric and mysterious, subtly hinting at mermaids with a scale-like texture.
all photos by Joe Kohen

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