CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
STRATEGY
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
STRATEGY
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
ROLE
BRAND NARRATIVE MANAGER
ROLE
BRAND NARRATIVE MANAGER
ROLE
BRAND NARRATIVE MANAGER
ROLE
BRAND NARRATIVE MANAGER
ROLE
BRAND NARRATIVE MANAGER
CONTRIBUTIONS
INTERVIEWING
ART DIRECTION
COPYWRITING
STRATEGY
ROLE
BRAND NARRATIVE MANAGER
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
COPYWRITING
DESIGN
STRATEGY
AGENCY
GENERAL MILLS / THE BELLSHOP
adidas approached us to help design their latest Flagship store in the Wicker Park neighborhood of Chicago, IL. The store design had to honor it’s past life as the home of Reckless Records, offer respect to the rich culture and history of Wicker Park, and “feel” like the city of Chicago. Every detail was considered including a reclaimed speaker art installation, an L-Train fitting room takeover, and graffiti treated bathrooms painted by a local artist.
CONTRIBUTIONS
ART DIRECTION
DESIGN
STRATEGY
STYLING
AGENCY
LATITUDE
Reebok’s 3:AM franchise celebrates the artists that are up at that hour—up all night doing what they love to do—create. After a successful first event and product launch with Trouble Andrew, the sneaker giant set their sights on Atlanta, for their next stop.
A product line was in the works with record label Love Renaissance, illustrator and FRKO Rico, who would serve as inspiration for the launch party along with the city of Atlanta itself and it’s deep connection to Hip-Hop and sneaker culture.
A warehouse in Mechanicsville served as the venue, which paid tribute to creative hustlers who chase their dreams. We created an immersive experience that included interactive vignettes such as a Magic City inspired stage, a custom Foot Locker pop-up shop, ATL-themed VIP lounges and a dynamic photo booth featuring unique FRKO street art.
The event sold more product than previous partnership events and made an impression in the local and national fashion and sneaker community. A retail launch at Foot Locker stores followed the event in the surrounding area. 520+ attendees, 59% sell-thru on footwear, 79% sell-thru on apparel, 61M impressions earned.
CONTRIBUTIONS
ART DIRECTION
DESIGN
STRATEGY
RESEARCH
AGENCY
LATITUDE
Reebok approached us with the opportunity to help them launch their largest retail campaign ever.
At 5 different photo shoots across the country, we helped capture artists in the surroundings that shaped them. Artists Bodega Bamz of Spanish Harlem, IDK of the DMV, Lil’ Baby of Atlanta, MadeInTyo of LA and Saweetie of Oakland served as the talent, storyteller and primary inspiration for the retail campaign and retail that followed.
We connected with consumers by creating ownable in-store moments and regionalizing six emerging artists for five Foot Locker retailers. The campaign paid tribute to unique Reebok artists with daring stories and unexpected paths to success.
CONTRIBUTIONS
ART DIRECTION
DESIGN
STRATEGY
RESEARCH
PHOTO/VIDEO
ONLUNCHBREAK AKA THUAN TRAN
AGENCY
LATITUDE
WINNER - AIGA Design Show of Excellence Award
adidas wanted to go big for “the big game” making it show time for their biggest story—shoes and apparel sustainably made with Parley plastic from the ocean. They were looking to break through with this ground breaking “future-is-now” product that everyone should be supporting.
We set out to create a consumer experience that was informative yet refined. All touch points were designed to intrigue, include and inspire guests to join adidas in the movement to ‘end plastic waste’.
Beyond driving Parley traffic sales, we crafted an engagement strategy that invited guests to help raise awareness in the community around the plastic crisis. adidas made a donation in the name of each guest who made a purchase to the University of Miami’s Marine Science program that was designed to blend ocean activism, education and research. Guests were given a chip and asked by store associates to sign their name and take the pledge to raise awareness around the ocean plastic crisis. They then could drop their chip into the store’s oversized community connect board, a symbol of ‘Team adidas Miami.’
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
DESIGN
STRATEGY
AGENCY
LATITUDE
adidas approached us to help them stage full store takeovers at their Water Tower and Wicker Park locations in Chicago for the 2020 NBA All Star Week. No detail was spared as we fully transformed both stores in honor of the biggest week in basketball, showcasing sneakers and products from adidas’ biggest sponsored athletes. At the Water Tower location custom-built art installations paid tribute to adidas athletes like Derrick Rose, James Harden, Damian Lillard and Donovan “Spider” Mitchell. Meanwhile, Wicker Park was treated to a superized pair of Superstars, and a hall of banners throughout the store creating quite the destination for basketball fans visiting the Windy City for All Star Weekend.
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
DESIGN
STYLING
RESEARCH
STRATEGY
AGENCY
LATITUDE
In its first year as the official authentic jersey of the NHL, adidas needed to show up big to win over a fickle fan base at the famed Stadium Series featuring the Toronto Maple Leafs and the Washington Capitols. They needed to break through with a new jersey—the Adizero—complete with a new design philosophy and styling different from the past that was ready for the future.
Inspired by the lightweight design approach of the Adizero jersey, we created a multi-faceted interactive campaign. We needed to unveil the two limited edition Stadium Series jerseys, promote the game, and ignite a rivalry between the two die hard fanbases. The Unlock Speed experience kicked off with the release of a dystopian futuristic short film which followed two seekers searching for, and ultimately finding, the limited edition jerseys. This jersey reveal came with it a challenge to unlock a password protected website, cracking the code by answering a series of Tweeted trivia questions tailored to each team’s fanbase.
The video ended with instructions to visit UNLOCKSPEED.COM, a temporary website that was password protected. The site drove fans to Twitter where they were met with clues from adidas Hockey detailing how to unlock the website and potentially, a trip the Stadium Series game. Using the hashtag #UnlockSpeed, clues were revealed over the course of four days and engaged fans in a digital scavenger hunt for the code.
With the help of both teams’ social channels, over 1,300 fans visited the site, while 266 successfully cracked the code to UnlockSpeed.com. 54% of fans registering opted in to join the adidas Creators Club, and the site experienced an unheard of 0% bounce rate once gaining access. From there, four lucky fans (two from Toronto and two from DC) won a trip to the Stadium Series game. The winners were selected, confirmed and transported from their respective cities – all within one week – to attend the game in Annapolis, MD. Once there, the fans were greeted by an on-site activation hosted by adidas, creating an experience they won’t soon forget.
CONTRIBUTIONS
ART DIRECTION
WRITING
DESIGN
STRATEGY
WARDROBE STYLING
AGENCY
LATITUDE
adidas asked us to build desirability among their die-hard NHL fans by creating a disruptive in-store experience—the adizero zone. adidas needed to be positioned as the true partner of the NHL and establish the adizero jersey as the only authentic jersey for true fans.
From late nights skating the pond, to early mornings ripping the rink, hockey has humble beginnings. With a modern twist, this experiential design celebrates the gritty textures, colors and materials of when hockey players and fans first fell in love with the game.
We partnered with Minneapolis-based artist HOTXTEA to create an art installation as the center piece of the jersey wall. The artist was challenged to substitute his usual medium of yarn for hockey laces to create a one of kind work of art utilizing Minnesota Wild colors.
Over the course of a night, the original jersey wall was replaced with a fully-immersive adizero Zone. Complete with locker bays, apparel racks, and an interactive tech display, the space returns all of the energy that players and fans bring to the arena.
In a recent Forbes article, Senior Director of adidas Hockey, Dan Near, confirmed that “hockey fans have embraced what we are doing and love the jerseys. It comes down to storytelling and product.”
CONTRIBUTIONS
ART DIRECTION
DESIGN
STRATEGY
STYLING
AGENCY
LATITUDE
With a brand new seven-year contract in hand, adidas was ready to make their mark in the hyper niche sport of hockey. As the new official authentic jersey of the NHL, adidas needed to take the ice in a bold, new way. Hockey was expanding, but not evolving. And these die-hard fans are a tight knit community weary of change in a sport steeped in heritage. How could this creative powerhouse enter the scene, nod to hockey’s roots while taking the sport forward? Using the power of creativity, of course. adidas needed a bold creative platform to match the fresh young talent signed to their roster of the likes of Connor McDavid and Tyler Seguin.
adidas brings sport and technologically infused performance design into every product. The adizero Jersey was no different. It is lighter and more adaptable resulting in higher performance for each athlete. We needed to let the hockey world know adidas is here to create the next exciting chapter of this dynamic sport. By bringing the ice rink to the street, we captured the same raw energy and attitude of hockey culture while infusing a fresh future forward perspective. Exciting and new. Creative and authentic. Innovative yet real. This is the future of hockey.
CONTRIBUTIONS
ART DIRECTION
DESIGN
STRATEGY
AGENCY
LATITUDE
adidas asked us to develop a tiered strategy crossing multiple channels, that extended from a jersey unveil to an on-site activation for the NHL 2018 All-Star Weekend celebration in Tampa, Florida.
adidas brought new speed to one of the fastest games on the planet when they debuted the new authentic adizero pro jersey – a hockey sweater that was 20% lighter, stronger and faster than those previously worn in the NHL. Thus, the concept of “FASTLAND” was born and brought to life in a way that only adidas could - with high-speed creativity.
With the animated piece in place, the next step was to ideate and scale bringing the activation to life through social, retail and experiential. Once the All-Star team captains were announced, we created standalone animations mimicking the look and feel of the feature.
The on-site activation in Tampa Bay for All-Star weekend matched the off the wall high-energy when we produced a 30’ x 40’ fan-fest experience. Complete with a camera capable of capturing hockey skills in an unique customized 360˚ ice rink GIF booth.
Our focus of helping the adidas brand become synonymous with the sport of hockey, while being perceived as authentic among fans was a smashing success. Such a smash in fact, that All-Star defenseman for the Nashville Predators, PK Subban stopped by to get in on the fun, shattering our glass in the process. FASTLAND and All-Star Game content shared by adidas reached over 1MM+ hockey fans around the country. On top of that, over 3,000 people participated in the on-site activation.
CONTRIBUTIONS
ART DIRECTION
DESIGN
WRITING
SOUND DESIGN
AGENCY
LATITUDE
adidas Hockey approached us to design and produce an experience for the 2019 NHL All-Star Game in San Jose, CA hosted by the Sharks. adidas Hockey worked with Parley to create jerseys that were created using recycled ocean plastic. Each jersey is made to be a symbol of change in the movement to protect the ocean. It was up to us to create a show-stopping experience which intrigued guests, showcased the jerseys and open a dialogue, educating guests on the threat of ocean plastic and it’s negative effect on our environment.
CONTRIBUTIONS
ART DIRECTION
DESIGN
WRITING
SOUND DESIGN
AGENCY
LATITUDE
adidas Hockey approached us to help them design, produce and distribute a series of VIP seeding kits to launch their “Squad Battles” partnership with EA SPORTS. Squad Battles unlocks a special gameplay mode within NHL 20 which allows gamers to play as Featured Squads assembled by NHL® players, artists, hockey influencers, and athletes from around the world, in this case Pittsburgh Steeler JuJu Smith-Schuster, Minnesota Viking Adam Thielen, and Toronto Raptor Kyle Lowry.
The player’s custom designed jerseys and team themes served as the inspiration when designing the seeding kits. We wanted the unboxing experience to be an unforgettable one while the athletes, pro gamers and other VIP’s discovered custom apparel, video games and other goodies.
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
DESIGN
RESEARCH
STRATEGY
STYLING
AGENCY
LATITUDE
adidas Hockey approached to help them announce the start of the 2019-20 NHL Season. We took heavy inspiration from golden era Punk Rock concert posters, treating each opening game like a gig - Time, Date, Location etc. To launch the season and build up the hype, I wrote and directed a short film following two street artists taking over a wall with wheat-pasted posters featuring all of the opening games.
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
WRITING
DIRECTING
CASTING
SCORING
DESIGN
STRATEGY
STYLING
AGENCY
LATITUDE
The Bugles team approached us to help them create a commercial which deeply connected with their millennial consumer base. From our own experience, in conversations with friends, and online research we discovered the #1 thing people think of when they hear the word Bugles, is putting Bugles on their fingers as a kid, and eating them one by one off their fingertips. This kicked off an idea which was developed into this short story following a man who was born with Buglefingers, the struggles this unique deformity presented, and the moment his life changes when he encounters a woman with the same “gift.”
CONTRIBUTIONS
ART DIRECTION
STRATEGY
WRITING
WARDROBE STYLING
AGENCY
BELLSHOP / GENERAL MILLS
I served as the Creator and Producer of CRAFT, a short film series created in collaboration with Death to Stock, a lifestyle image resource and adventure brand. The series features bartenders, chefs, and their respective establishments. Each episode, roughly 90 seconds long, highlights a signature drink or dish, while celebrating the individual’s background, personal style and perspective on the service industry.
CONTRIBUTIONS
CONCEPT
ART DIRECTION
PRODUCTION
WRITING
CREATIVE TEAM
TONY LIBERA
ROBB MCNEILL
PRODUCTION/DISTRIBUTION
DEATH TO STOCK
Hamburger Helper approached me with an opportunity to create a short and sweet digital video which would serve as their first foray into Pandora’s new video advertising platform. The video’s purpose was to announce the brands new recipe using 100% real cheese. With the help of a producer, and a shooter, I created this fun little spot from start to finish.
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
DIRECTING
WRITING
ACTING
SOUND DESIGN
SINGING
MUSIC COMPOSITION
EDITING
FOOD STYLING
AGENCY
FREELANCE
DIRECTOR OF PHOTOGRAPHY
MARK TARMAN
To celebrate the 25th Anniversary of the movie the 'Sandlot,' PF Flyers released a special edition "Sandlot Hi" sneaker. The shoe was identical to the shoe featured in the beloved film, when Benny the Jet Rodriguez put on a fresh pair moments before jumping the fence to pickle the Beast. We were brought on to celebrate the shoe and it's history with the film, by holding a photoshoot loosely based on a number of key scenes.
CONTRIBUTIONS
ART DIRECTION
DESIGN
STRATEGY
WARDROBE STYLING
AGENCY
LATITUDE
PHOTO/VIDEO
SCOTT TOEPFER
PF Flyers needed to broaden their reach. We capitalized on their undeniable sense of self, standing for and celebrating individuality, not only in fashion but in life. This helped us define a new and exciting era for them.
PF Flyers needed help to broaden their reach, we capitalized on their refined sense of self to define their new era.
“Play on” steps away from the competition, away from what’s been done, away from the stale posed looking-at-camera influencers, and towards real people doing extraordinary things all in the name of play. These people are unique with their existing effortless styles, wrenching on bikes, drag racing rat rods, and thrashing pools on skateboards.
We captured these playful daredevils in a documentary style, flirting with lo-fidelity at times to create a genuine experience authentic to PF Flyers. This candid approach is as if the viewer is joining a group of friends on an adventure.
The campaign is ongoing, and has expanded across multiple mediums from social and digital to print and collateral connecting the consumer with PF Flyer's new brand position and campaign.
CONTRIBUTIONS
ART DIRECTION
STRATEGY
WARDROBE STYLING
AGENCY
LATITUDE
PHOTO/VIDEO
SCOTT TOEPFER
PF Flyers needed to broaden their reach. We capitalized on their undeniable sense of self, standing for and celebrating individuality, not only in fashion but in life. This helped us define a new and exciting era for them.
PF Flyers needed help to broaden their reach, we capitalized on their refined sense of self to define their new era.
“Play on” steps away from the competition, away from what’s been done, away from the stale posed looking-at-camera influencers, and towards real people doing extraordinary things all in the name of play. These people are unique with their existing effortless styles, wrenching on bikes, drag racing rat rods, and thrashing pools on skateboards.
We captured these playful daredevils in a documentary style, flirting with lo-fidelity at times to create a genuine experience authentic to PF Flyers. This candid approach is as if the viewer is joining a group of friends on an adventure.
The campaign is ongoing, and has expanded across multiple mediums from social and digital to print and collateral connecting the consumer with PF Flyer's new brand position and campaign.
CONTRIBUTIONS
ART DIRECTION
STRATEGY
WARDROBE STYLING
AGENCY
LATITUDE
PHOTO/VIDEO
SCOTT TOEPFER
Highland Park Scotch Whisky, the northernmost single malt Scotch whisky distillery in the world, was recently selected to be the official whisky of the Minnesota Vikings. With that badge of honor, they needed to elevate their game and show up in a highly visible, premium and engaging way both inside and outside of the stadium. Despite being founded in 1798, Highland Park Scotch Whisky had low brand awareness in the Twin Cities market creating a challenge in and of itself.
Given Highland Park’s unique history, which includes both Scottish Highlands and Viking roots and lore, provided ample inspiration. We created Norse Park which featured one of Highland Park’s 30-foot Viking ships. Our team surrounded the ship with nordic tents, wood planking, textures, finishes and furnishings to create a comfortable and inclusive visitor atmosphere. What began as a simple activation turned into a destination for Vikings fans and Whisky-lovers alike. Experiences ranged from cask-holding competitions, to selfies in an oversized Jarl’s throne, to educated tasting experience from the Viking ship bar. Once inside the stadium, premium ticket holders were met with a Highland Park bar takeover and treated to bar cart service in their suites led by our most educated brand ambassadors.
Rain or shine, sleet or snow, Vikings fans came out to enjoy Norse Park with enthusiasm in true Minnesota fashion over the duration of 3 hours at each of the five game day tailgating events. 5,000+ fans came through the experience, where 9,000+ samples were provided, 600+ Throne Photos taken and 400+ Cask games played. Skol!
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
DESIGN
STRATEGY
AGENCY
LATITUDE
Celebrating April 20th, better known as 4/20, Totino’s approached us to help them capitalize on Colorado’s newly minted status as the first state to legalize recreational marijuana. We crafted the campaign “Better when baked,” complete with digital videos and an outdoor advertising strategy, erecting 100’s of comical billboards, train-wraps, and bus shelters throughout the greater Denver area. The campaign sparked some controversy, due to legitimate marijuana product companies (at the time) not legally being able to utilize outdoor advertising. The story was picked up by many of the local news networks, and even earned a story in High Times magazine. As a result, General Mills saw a spike of 40% increased sales in the Denver, CO area.
CONTRIBUTIONS
CREATIVE DIRECTION
ART DIRECTION
DESIGN
COPYWRITING
SCREENWRITING
AGENCY
BELLSHOP / GENERAL MILLS
PRODUCTION
3 VOLTS
