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To get more people fishing, we needed to get it into culture and show how freaking easy it actually is. Off the Hook is a pop-up fishing experience making its way this summer around the country. Showing up in unexpected urban locations (like Pier 84 in Manhattan), anyone could try their hand at angling.
A bait-shop on steroids, everything was designed to make fishing fun, accessible and instagrammable.
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Fake bait was set-up like a candy store and a huge hit with kids. Real wax-worms were also available, and many hooks were baited by agency people (who says we're soft).
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Instagram moments everywhere.
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Edible tackle boxes for snacking.
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ESPN's Jessica Mendoza gets her fish on.
![](https://cdn.myportfolio.com/727793edf2017d6a770457435cb999d4/8e35cae4-4709-4d45-b673-1c0ef5deb06b_rw_1200.jpg?h=95dc024f80fc7a23833c1c758ced3f98)
Hey that's the Minnesota Wild's Jason Zucker and his mini-Zucker.
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TEAM: Designer - Kelly O'Halloran, Creatives - Becca Abellera and Rotem Raffe, Producer - Brad Smith, Production Company - Street Factory, Illustration by Kelly O'Halloran.