case study
cacti
We gave an out of this world brand its next chapter
Into The Void, Out With a Universe
Few relaunches carry this kind of weight. Cacti 2.0 had to recapture the energy of a cult product while navigating real cultural headwinds and a significant gap in momentum. The original had built genuine mythology around it: a crashed spaceship, an otherworldly origin, a drink that wasn't from here. That lore wasn't a gimmick. It was the brand's foundation, and it gave us something real to build from.
We were brought in to help architect the return, working alongside multiple teams to develop a unified vision for what Cacti 2.0 could be. Beyond the image-making, the work extended into the physical world: OOH and event activations including Seltzerland and a Barclays Center takeover, with presence on the iconic entrance screens as well as a booth inside the arena itself.
In partnership with SENDER Agency. Featuring on-model photography by Connor Cunningham.
The work started with Travis himself: his references, his current obsessions, the visual and cultural territory he was moving through. We folded that into the existing universe Cacti had established and pushed it forward, leaning fully into the tag that anchored everything: "out of this world flavor". The result was a cohesive rollout built to do what few second acts manage, to reignite a following that had never fully disappeared, and give them something worth coming back for.
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