Hidden NY x Needles Japan Global Launch Campaign

Project details

When Hidden NY and Needles Japan teamed up for another coveted collaboration, we knew the global digital launch needed to strike the perfect balance – authentic yet playful, nostalgic yet fresh.

With the collection’s aesthetic rooted in pixelated graphics, our creative direction leaned fully into digital nostalgia. Inspired by the visual language of PS1 loading screens and Nokia’s iconic 2-bit interfaces, we crafted a motion-led story that spoke directly to the generation that grew up on dial-up tones, start-up jingles, and butterfly effect visuals.

At the centre: the Needles butterfly – reimagined through looping animations and lo-fi design treatments that felt both familiar and forward-thinking. Every visual touchpoint served to expand the iconography and deepen the emotional pull.

The result? A community-first rollout that connected, resonated, and reminded people why storytelling still drives hype.