Pacific Retail operates large retail centers and malls throughout the country. They needed a modular campaign that positioned their centers as cultural destinations instead of simple shopping stops. We responded with a versatile concept around the phrase “In real life,” celebrating experiences online competitors can’t offer. We then developed a series of layouts that incorporated many looks and styles, yet maintained a unified presence across all properties. The result was an in-depth step-by-step guide for Pacific Retail’s network of designers. To ensure they’re ready for everything, we organized and managed a three-day photoshoot to build an expansive library of proprietary assets.