Our favorites from the year

Well. How does one sum up the last 12 months?

At a time when it feels like we’re all operating at warp speed and everything is reduced to “internet moments,” we still believe there is a sliver of creative energy that exists in this world.

And as we did last year, we’d like to spotlight some of the brands and products that made marketing to consumers in 2024 feel a little more fun.

The following content is our “list” of what we loved this year, with light commentary on why.

Would love to hear from you what made (or didn’t) make your lists.

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Favorite campaigns

ALD x Porsche

Jacquesmus Saint-Tropez

The way Jacquesmus consistently brings its campaigns to life with cheeky concepts and stunningly aspirational imagery is a course we should all study.

“Honey, we shrunk the Loewe models”

Heineken’s x Bodega’s Boring Phone

This campaign had a nice undertone in support of going out for its own sake and remembering to be present with friends while you make memories.

Favorite collabs

KITH x Bose 901s

Can’t lie, KITH designing a custom speaker set from a midcentury Bose model is pretty dope.

Margiela Tabi x Highsnobiety

Can we interest you in this Margiela Tabi x Highsnobiety chess set? Tbh, it didn’t get the flowers it deserves.

Favorites retail spaces

Satisfy Women takes over Austin

Satisfy launching women’s with a retail space in Texas isn’t exactly what I had in mind, but the brutalist aesthetic was an excellent addition.

East Fork Pottery in Brooklyn

Arc’teryx Japan store

Thom Browne’s popup shop in Seoul

End to end, this shop was extra in the most Thom Browne of ways. And we loved it.

Favorite product drops

A puffer that goes crazy

This Mertra heat reactive puffer may be one of the best product announcement videos I’ve seen. Talk about taking "show, don’t tell” seriously with your product… and if you’re wondering: yes, they sold out.

The Burberry ball

The best shoes that no one is buying

The Miu Miu New Balance sneakers… highly coveted, rarely bought. It’s crazy how good of a sneaker collab this was, and how staggeringly expensive these shoes were.

The product of the year

It has to be the lip tint phone case from Rhode. Hailey Beiber & co. nailed it on this one.

Noteworthy internet moments

Bandit Running’s marketing campaign is at the top with the best example of how to steal the moment. With the Olympics in Paris this summer, Bandit sponsored a host of of runners who didn’t have sponsors throughout the trial period with apparel and gear. This was a no-strings-attached engagement to help aspiring athletes with clothing and gear, and some of their own even qualified.

Most absurd products

The Fendi coffee holder… bag

The Celine kettlebells

Teenage Engineering Medieval Sampler

Bringing out Oren’s inner appreciation of knightcore.

Acne Studios insane printed denim drop

Best retail display / OOH ad experience

The Louis Vuitton trunk is a masterclass in advertising. What an absolute gem of a campaign to drop and a perfectly natural way to incorporate your product into a city.

The Imogene & Willie wall of denim

This one slapped. Making an entire wall of denim to celebrate your company’s history is wild!

Heinz going full consumer behavior

Chatting with Pontus Frankenstein, Creative Director & Founder — OBAYATY

Tell us a bit about your background and your current role.

I started out at Acne. Acne was like a kindergarten for creative talent with diverse backgrounds in the early days. We had no funding and not much experience, which was most likely the best education I’ve ever had in nurturing my own creativity.

People thought we were cool, but nobody would hire us, which forced us to work interdisciplinarily in a time when we didn’t even know what that word meant. Fortunately, it attracted strong visionaries like Jonny Johansson, and together we pushed and inspired each other.

When I founded my own studio, I used those experiences and decided to chase inspiring people and partners on a global scale to work on challenging projects within popular culture, fashion, design, beauty, music, art, and gastronomy.

Together with producer Max Martin, I nurtured the idea of disrupting the traditional beauty industry and creating the keys for men to explore beauty and personal expression. We invited some of the best talent out there to build that dream.

The team put together an incredible visual identity for the product lineup. What was the inspiration? 

The OBAYATY range is a selection of sculptural pieces that convey a tactile sensation with the ambition to evoke an urge for products men didn’t know they needed.

We realized early on that to succeed in unknown territory, we needed to find a new angle. We thrive at the intersection of beauty, fashion, and luxury, delving into novelty and empowering imagination to drive change.

The inspiration is the vision of modern masculinity, where the juxtaposition of traditional masculine and feminine features is merged.

Can you break down a bit of the process for us?

Behavior change, thoughtful innovation, meticulous attention to detail, and a fascination with contemporary culture are embodied in the packaging to create objects of desire while delivering high performance.

Custom-engineered unique constructions, optimized weights, sizes, and selected materials are intertwined to where design, function, and sustainability are inseparable. From pigment to plastic – there is thought and ethos aligned.

What’s your favorite element of the packaging?

The tactile sensation.

How did you approach the creative and photography for the brand? We are exploring masculinity. This is only the beginning of that journey.

How are you looking at the vision for the brand going into 2025?

2025 will be the year of exploration. We are thrilled to enter into dialogue with men in new markets like the US.

Learn more about the brand: https://obayaty.com/us

Hyper Reports

Check out our market reports. We spend many hours researching markets, categories, and brands & products within the consumer space so you don’t have to.

• The guide to making great Merchandise — HERE — a guide to finding and producing your own merch

• Reports on Running, Golf, and Tennis — HERE — a guide to each sport, the market opportunities, and how to launch your own brand

Inquiries? Shoot us a note here: [email protected]

We’d love to chat!

Oren & Clayton ❤️ you