Kids aren’t losing imagination, they’re being taught to outgrow it. This campaign for Blick reframes creativity as something essential to development, not just play. By reminding parents how imagination shapes confidence, problem solving, and emotional growth, we position Blick as more than an art store, it’s a tool to help kids stay curious, expressive, and creatively alive.
Transit
Transit was used to reach parents during their daily commutes, a moment shaped by routine and structure. By contrasting a child’s imagination with the structured world of transit, the work creates a real time reminder of how differently kids see the same space.
Magazine
Placed in magazines to take advantage of longer attention spans, the copy walks readers through the shift from imagination to structure, using the format to create a more reflective and intentional experience, encouraging readers to pause and think about it.
Experiential
We created a space for kids to unlearn after school and create freely. Imagination Hour runs daily for two hours, encouraging kids to spend at least 60 minutes a day using their imagination, while a nationwide classroom challenge tracks “imagination minutes” and rewards the most creative classrooms with grants and students with BLICK art kits. and stickers.
In partnership with the National Art Education Association, the campaign lives through in-store Imagination Stations and public mural spaces where kids can create freely.
This installation transforms a routine retail space into an interactive moment, using stairs and a slide to contrast routine with play. While stairs reflect structure and predictability, the slide reintroduces fun and imagination. Floor stickers act as prompts, guiding people into the experience and reinforcing the idea that imagination is a choice. By making the idea physical, it encourages people to actively choose creativity in their everyday environment.
Art Direction & Copywriting by Navya Nagpal, Mia DeMattia, and Courtney Mohn
Mall Activation
Billboard
Placed in high traffic areas, billboards capture attention in seconds. Designed in pairs, the work contrasts imagination with structure to create a quick before and after moment, making the idea instantly clear and easy to remember.
Instagram Giveaway
We used social media to connect classrooms through shared creativity, encouraging teachers to showcase student work and inspire others. By providing BLICK art kits and covering shared classroom supplies, the campaign eases the burden on parents while driving organic growth and positioning BLICK as the supplier of kids’ imagination.
