All Projects Best Buy

The Imagination Department

The Project

A campaign that repositioned Best Buy not as a technology retailer, but as a gateway to imagination. A place where ideas come to life through the power of technology.

What We Were Solving

Best Buy needed to reconnect with a younger audience who viewed the brand as outdated. The challenge was to shift perception from electronics store to creative enabler without alienating their core customers.

How We Got There

We created The Imagination Department, an entirely fictional yet very real-feeling department within Best Buy, complete with its own visual language, manifesto, and in-store experience celebrating makers, creators, and dreamers.

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AAF San Francisco Bay Area
2026 Student Silver ADDY
Music and Sound
OOH — Billboard
OOH — Billboard
OOH —
OOH — "Not all magic has wands."
OOH —
OOH — "We cooked here. Will you?"
OOH — Street Poster Campaign
OOH — Street Poster Campaign
Experiential — The Vault
Experiential — The Vault
Experiential — Imagination Station
Experiential — Imagination Station
In-Store AR Scavenger Hunt
In-Store AR Scavenger Hunt
Experiential — The Escalator
Experiential — The Escalator
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