Pull Them Up: A Perfectly Peculiar Campaign

Though we would not necessarily describe ourselves, or our design philosophy as quirky, we can certainly appreciate an idiosyncratic design approach. Italian-based multidisciplinary design practice Mathery Studio seem to live and die by such an unconventional way of thinking, and it shows in their exceptional, and sometimes eccentric, work. Case in point is a recent project for Australian brand Odd Pears, which is in the business of selling creative and colorful mismatched socks. This campaign, Pull Them Up, is described as “a Monday to Friday guide to different ways to pull up your socks.” Mathery’s unique and humorous mode of expression is a perfect match (pun intended) for Odd Pears. In their own words, “In this campaign we focused on the act of ‘pulling up the socks’ and for five lucky Odd Pears trios we have designed a system which will allow every early morning-still-sleepy bird to get dressed in just one move.”

Via mathery.it