Steven Jos Phan
The six-week experience in NYC's Chinatown was crafted as an experiential extension to David Lowery's film "A Ghost Story" (Casey Affleck, Rooney Mara) and a lead-up to the film's debut.
The brick-and-mortar store came alive alongside a cryptic web campaign, inviting guests to stop by for a ghost sheet fitting to prepare for the "other side." The project was commissioned by A24 where I worked directly with the team.
I - Objective
II - The Experience
III - Press Features
AdWeek | LA Times | Hollywood Reporter |
IndieWire
A Ghost Store
The six-week experience in NYC's Chinatown was crafted as an experiential extension to David Lowery's film "A Ghost Story" (Casey Affleck, Rooney Mara) and a lead-up to the film's debut.
The brick-and-mortar store came alive alongside a cryptic web campaign, inviting guests to stop by for a ghost sheet fitting to prepare for the "other side." The project was commissioned by A24 where I worked directly with the team.
I - Objective
II - The Experience
III - Press Features
AdWeek | LA Times | Hollywood Reporter |
IndieWire
Objective
The 360° campaign guided guests from a cryptic social and web platform to a tangible retail experiment offering fans a memorable way to connect with the film.
The experience asked for introspection and in return, offered a moment to reflect echoing the film’s meditative theme and serene melancholy.
The Experience
Visitors entered through an unassuming Chinatown storefront to find themselves in an otherworldly space — part retail, part art installation, part fitting room for the afterlife.
The store offered complimentary ghost sheet fittings, allowing guests to don the film's iconic white sheet and be photographed as apparitions. The resulting shared images fed directly into the film's mystique in the lead up to its launch.
Press Features
AdWeek (Digital Front Page) — Inside A Ghost Store
LA Times — A24's spooky way of promoting 'A Ghost Story'
Hollywood Reporter — A Ghost Store Takes the Pop-Up Concept to the "Other Side"
BizBash (Print Feature) — 8 New Photo Booth Ideas for Events
IndieWire — David Lowery's Sundance Hit Comes to Ghostly Life