GATORADE 2019 MARCH MADNESS CAMPAIGN
Campaign: In 2019 Gatorade tasked us with creating a strategy and campaign focused on answering one question: How can we be disruptive in the men’s and women’s March Madness tournaments when we are not the official sports drink?
We landed on an idea to create buzz around each of their sponsored schools who made it to the Sweet 16. To do this, we worked closely with their sports marketing and product teams to physically rebrand and rename Gatorade product specifically for those schools who made it to the round of Sweet 16.
We created new labels donning names like “Ducks Green Apple” and “Cool Blue Devil” and sent physical product as seeding kits to those players and a few lucky students. We then posted these animations to the Gatorade IG, IG Story and Twitter channels, and also had support from each school to post their owned channels simultaneously. We also used UGC to drive continued conversation as the tournament went on.
From concept through execution, this all happened in a span of about 5 days.
Creative Direction: Pat McCaren
Art Direction: Jake Hollomon
Animation: Martin Warszawski, Jake Hollomon
Production: Devin Brown
After the 306 Yonge St. Pop up store that we produced for the 2016 All Star Game, we immediately tore the space out and got to work on designing the permanent space which was opened in 2018 in the same space.
Partners: Jordan Brand, One Hundred, AKQA, BRDG Studios, Game 7, Limitless
Design: Jerry Inscoe
Photography: Transmental
Nike Lab Recreation Center Chicago c/o Virgil Abloh
We were tasked with designing and building a retail space next to the Nike store on Michigan Ave. where community and creative leaders alike could gather, share and learn all while keeping in mind the need to combat waste in an industry that creates a lot of it. This center was used for creators to host hot spots and mentorship programs for the youth of Chicago while at the same time serving as a donation center for worn and retired sneakers.
Creative Direction: Patty Wong
Design: Troy Hillman
Production: Jim Clugston
Production: Devin Brown
To showcase the launch of the Starbucks Teavana Sachet line, we produced social creative to highlight the layers of flavor in each product which included a mix of still, motion, and stopmotion. These assets were seen on IG, IG Live, FB and Twitter and tied back to our larger sachet campaign.
Creative Direction: Carolin Harris
Associate Creative Direction: Heather Apple
Art Direction:: Erin Stevens
Retouching: Christa Connelly
Photography: Scott Elden
Stylist: Marta King
Adidas Ultraboost Multicolor Key Visual shoot to live on the Adidas Masthead, Adidas social channels, and in-store activations.
Partners: Adidas, Photon Studio
Creative Direction: Kimi Peterson
Art Direction: Claire Fraze
Writing: Annie Vieira
Design: Trent Edwards
Starbucks Frappuccino RTD Oddly Satisfying social campaign 2018.
Creative Direction: Carolin Harris
Associate Creative Direction: Heather Apple
Art Direction:: Erin Stevens
Retouching: Christa Connelly
Campaign: This social media campaign centered on the consumers urge to consumer oddly satisfying content. In all we produced over 40 pieces of content which went live on IG, Twitter and FB over the course of a 4 month campaign.
Nike Live
Task: As apart of the Nike North America Retail Concepts team, we were asked to develop a retail concept focused around the future of Nike retail aimed to focus on a highly personalized, hyper local experience providing premium personal service. This first pilot doors were opened in Long Beach, Glendale and Tokyo, and we’ve recently opened two more doors in New York.
Creative Direction: Patty Wong
Design: Troy Hillman
Design: Juan Chavez
Production: Jim Clugston
Production: Devin Brown
For the release of the third iteration of James Harden’s signature shoe (Harden Hv3) we worked with Adidas and media partners to open source a shoot with the MVP. Coming out of that shoot, we were tasked with creating a 15 grid IG takeover for the Adidas Hoops channel to showcase the 5 colorways that were set to drop. In addition to the 15 grid, we also created a custom IG story for each shoe using exclusive content and interviews with the star.
Partners: Adidas, James Harden, Starch Creative
Creative Direction: Eric Samsel
Art Direction: Jake Holloman
Motion: Martin Warszawski
After producing the Jordan flagship formula for the 32 South State St. store in Chicago, we used that same identity for the 306 Yonge St pop up in Toronto, Ontario for NBA All Star Weekend 2016.
Production included creative concepting, design, fixture package identity and design, fabrication, installation and logistics.
Partners: Jordan Brand, One Hundred, AKQA, BRDG Studios, Game 7, Limitless
Design: Jerry Inscoe
Photography: Transmental
Starbucks Teavana Ready to Drink social campaign 2018. We created over 30 pieces of content to live on Facebook, Instagram, Instagram Stories, and Twitter showcasing Starbucks tea line.
Creative Direction: Carolin Harris
Associate Creative Direction: Heather Apple
Art Direction:: Erin Stevens
Retouching: Christa Connelly
Photography: Scott Elden
Stylist: Marta King
As as the final culmination of our Adidas Ultraboost Unvaulted Campaign, we designed and produced a custom escape room activation at Hollywood and Highland in Los Angeles for the Ultraboost Medal Pack to highlight the exclusive drop. Consumers had minutes to complete the puzzles in each room in order to make it out and have the possibility of taking home a brand new pair of Ultraboosts.
Along with the production of the physical space, we had two DP’s on site to capture video content along with an on site editor that we used to edit content in real time and push out over the Footlocker IG handle.
Partners: Adidas, Footlocker, Starch Creative, Hollywood and Highland
Design: Ben Carstensen
Host: DC Young Fly
DP: Alyssa, Brocato, Rafael Gomex
Editor: Misha Scott
DIT: Ty Peterson
PA: Asher Lethbridge, Tracy Ip
Photography: Michael Amico
166 Flatbush Jordan Pop Up in Brooklyn, NY. As a part of the Jordan Brand Classic bringing the best and brightest high school basketball stars across the country together in Brooklyn, I produced a pop up store on 166 Flatbush in Brooklyn including design, fabrication, installation and strike. This project was concepted and produced in 6 weeks after the Toronto pop up store.
Also included in the weekend were activations at Barclays center and the team hotel in Mid-Town Manhattan.
Photography: Transmental
Partners: Jordan Brand, One Hundred, AKQA, Game 7, Limitless,
Design: Jerry Inscoe
Nike collaborated with Travis Scott on a custom Vapormax package which we used as inspiration for this NIKE SOHO first floor takeover including a custom footwear wall, custom neon installation, 72 chrome dipped mannequins with pedestals and custom graphics.
Partners: NIKE, Nash Neon
Production and Installation of the 34th Street Macy’s Window takeover for the 2016 Summer Olympics.
Partner: NIKE
As a part of the re-release of the AJ1 BANNED, we revamped the 32 South State St Jordan store that we originally designed and opened in 2015. Updates included a neon shoe table, customization area, transparent vinyl film wrap, BANNED wheatpaste, LED lighting and updated graphics for the 2nd story basketball training center.
Partners: Jordan Brand, One Hundred
Design: Jerry Inscoe
Photography: Transmental
For the Jordan x Neymar partnership and collaboration cleat and shoe package, we created custom shoe showcase highlighting the collision of two worlds. Activations and store take overs took place throughout New York at Concepts, Flight 23 and Niketown.
Partners: Jordan Brand, One Hundred
Photography: Transmental
