Monumental Beanies

In a bold fusion of fashion and digital creativity, Phantom reimagined major landmarks worldwide wearing the iconic Sundays checked beanie. What started as a playful concept quickly became a viral sensation, blurring the lines between reality and digital art.

To bring Sundays' signature beanie to life on a monumental scale, we meticulously studied knitting techniques to craft hyper-realistic 3D models. Every stitch, texture, and movement was designed to feel tangible, with CG techniques ensuring seamless integration into high-quality landmark footage. The result was a perfectly snug, digitally knitted beanie atop some of the world’s most famous structures.

The campaign ignited conversation worldwide, with figures like Tom Daley joining the debate on whether the beanies were real. By tapping into humour and cultural curiosity, the project not only amplified Sundays' presence but also demonstrated the power of digital craftsmanship in reshaping modern brand storytelling.

Highlights – With over 1.2 million Instagram views, the campaign drove massive engagement, reinforcing Phantom’s role in pioneering viral digital advertising. The project cemented Sundays' cultural relevance while contributing to the rise of ‘FOOH’ as a disruptive marketing trend.