HALF HALF X GARFIELD

Garfield is repositioned at the intersection of nostalgia and street culture, operating as a cultural symbol rather than a cartoon.

The project demonstrates the ability to identify culturally relevant IP, extract tonal depth beyond recognition, align it with brand codes and translate it into commercial product.

Garfield is framed as a personality archetype; chilled, sarcastic and rooted in early internet humour - carrying nostalgic equity while resonating with a youth audience.

Half Half’s skate-informed, workwear-driven design language provides the foundation. The integration embeds the character across denim, fleece and graphics in a way that feels native rather than licensed.

The collaboration was personally identified internally and positioned for stakeholder buy-in before being pitched to the Garfield licensor through a strategic concept deck, securing approval for development.

Creative direction extended into range briefing, setting execution parameters for Buyers and Graphic Design team. The graphics team developed the range with ongoing feedback to maintain alignment with the original concept.

Marketing translated the concept into campaign imagery, casting emerging skateboarder Riley Pavey as lead talent to reinforce skate credibility and embed the IP within contemporary youth culture.