AIRCO — FUEL STORE

CLEANING UP GASOLINE'S IMAGE WITH A LUXURY REBRAND

Not all fuel is dirty. AIRCO develops carbon-neutral fuel for organizations like NASA. AIRCO asked my agency, Tall Poppy, to make one of the most undesirable products on earth desirable. We looked to fashion.

FUEL STORE: AN IMMERSIVE RETAIL EXPERIENCE IN THE HEART OF SOHO

In Gasoline Alley, SoHo, a strip once famously lined with gas stations, we launched the immersive retail experience FUEL STORE and invited New Yorkers to touch, taste and try on the next era of energy.

10 PRODUCT DROPS GENERATED HYPE WHILE SHARING AIRCO'S STORY

We collaborated with engineers, fashion designers and a food scientist to create products people lined up to own. Instead of one campaign speaking to everyone, each product gave a new audience a reason to discover, share and talk about the brand — food obsessives debated the ingredients and fashion leaders wanted the jackets.

Product stories below

WE DROVE INTRIGUE AND DESIRE WITH A LAUNCH CAMPAIGN INSPIRED BY FASHION HOUSES

The store opened and not only attracted the public but investors who openened their checkbooks and backed the future of fuel. Every single products sold out and national press picked up the story and spread the news of AIRCO's fuel excellence.

1. SIGNAL FLAG LIFE VEST — 1 of 3

To tell the world AIRCO fuel was being used at sea, we upcycled vintage naval flags into couture fashion statements. The naval flags were coded with the message the fossil fuel industry needed to hear: “CHANGING COURSE” , “URGENT"

2. COMMEMORATIVE BOMBER JACKET — 1 of 5

Five custom vintage bomber jackets marked the world’s first flight powered by AIRCO's clean fuel. Custom AIRCO patches and pull tags were hand sewn into the garment to marry the new world with the old.

3. SICK BAG  HANDBAG — 1 of 10

The Sick Bag in vegan leather symbolized AIRCO's ability to rethink materials. No one likes sicks bags, no one likes fuel. Yet, AIRCO proved both could be made desirable.

4. MARS HELMET — 1 of 1

AIRCO transforms CO2 on the surface of Mars into fuel for NASA missions. No one knew that. We developed this striking helmet with Joe Doucet x Partners to make their space credentials famous.

5. SPACE BACON, EGG AND CHEESE SANDWHICH — 1 of 200

AIRCO is fueling NASA missions. But who's fueling the astronauts? We worked with a food scientist to synthesize the flavors of NYC's favorite sandwich and turn it into space food anyone could buy.

6. AIRCO MOTOCROSS — 1 of 1

Motocross bikes can go anywhere, so can AIRCO. Our custom motocross represented AIRCO’s ability to produce fuel all over the world — islands, deserts and uncharted territory.

7. SAIL DRY BAG — 1 of 10

AIRCO transforms CO2 from the air into fuel. The dry bag connects maritime past and future: where wind once powered sails, fuel made from CO2 will power the vessels of tomorrow.

8. Cargo Net Luggage — 1 of 7

Suitcase with removable cargo-net tote symbolizes AIRCO’s airline partnerships and mission to make carbon-neutral fuel an everyday fixture of air travel.

10. AirCo Fuel Truck —  1 of 5

Custom=made scale model of the fuel truck of the future proudly declares AirCo's intentions to become a major player in the energy industry.