LUXURY IS SOFT!
“Show LA Love”
Hack the NBA all-star weekend and get fans from Downtown LA to Venice to raise awareness and money for Project Backboard.
With all of the attention on the multi-million dollar brand activations in LA during NBA All-Star Weekend, the challenge was to give fans, athletes and press a reason to come to the West Side to raise awareness and money for Project Backboard; an organization that goes into economically disadvantaged areas and repairs and brings vibrancy to neglected courts.
Sometimes a multi-million dollar budget isn't necessary to make an impact. We teamed up with the Venice Basketball League, Project Backboard, Pigalle Ashepool, New York Sunshine and 10 other basketball
brands from across the globe. We scheduled programming from the Venice courts to the General Admission parking lot.
General Admission retail space
Nike sb // Sixth and Mill; a two-year brand activation in the mecca of modern skateboarding
we designed, built and programmed the ultimate Nike brand experience and training facility to “Progress Modern Skateboarding” and amplify seasonal brand stories. The following metrics are directly attributable to Sixth and Mill:
Launched and promoted: P-Rod 6 and 7 | Koston 2 | Project BA | Nike SB Dri-Fit | GoSkate Day | DamnAM | Nike SB + Levis | Nike SB APP | Lunar OneShot | Programming: | Retailer Nights | Wear Testing | Open Skates | Film Release Parties | A bunch more..
interactive product silo installation
Koston 2 launch event
In addition to being a gifter skateboarder, Eric Koston is also a golf enthusiast. In true nike fashion, to celebrate the release of his new Nike SB Koston 2 shoe, we painstakingly miniaturized iconic skate spots and turned them into 9 mini-golf holes.
Made For Skate event
“made for skate” event:
Made for Skate is book authored by Jurgen Blumlein, Daniel Schmid and Dirk Vogel featuring a comprehensive collection/curation/history of culture changing skate footwear (with a heavy emphasis on Nike SB). We dimensionalized the Made For Skate Book with a sharp focus on “10 years of Nike SB” collection. the exhibit
give consumers an opportunity to get an up-close look at the evolution of the skate shoe.
“stab in the dark”
Stab In The Dark: The blind surfboard test.
Like everything in this world we’re influenced by logos, marketing and the shiny things that surround a product when we make a purchase. How can we get a truly an non-bias review to reveal the best surfboard manufacturer in the world?
We grabbed surfings biggest darling, Dane Reynolds as the anonymous test pilot. Next we gave elite surfboard shapers a set of dimensions and the surfers weight, Dane’s identity was top secret. The shapers delivered logo-less or marking-free boards for Dane to ride, he could only speculate who shaped each. The results were shocking, catapulting the career of the winning shaper.
Party Premier at the House of Vans
Stab Fruit Shoot
Stab Wetsuit Advertorial
Reimagining seasonal wetsuit advertorials
Wetsuit features are boring, but the people that wear them aren’t. For Stab Magazines winter wetsuit feature we wanted to create imagery that stopped people in their tracks. Surfers are characters by nature so we coupled the worlds best surfers with the fruit that we thought suited their personality best. Two thousand pounds of fruit, the best neoprene and surfers in the world and we had created imagery that got shared across multiple platforms and changed the way people approached advertorial in the surf world.
Red Bull Fitness
A $300 million opportunity for Red Bull in fitness serving 18-35 women in the high-intensity fitness community.
Make Red Bull the can’t miss, pre-game ritual for 22-34 year old women in the high-intensity fitness community.
Red Bull Uprising, an anti-campaign dedicated to serving consumers and adding a valuable utility to their lives
by making the best fitness classes free and inviting consumers to help co-create unique experiences.
Red Bull Basketball
Hijack the NBA to connect Rajon Rondo’s game-time performance to Red Bull in the minds of consumers without the benefit of an NBA sponsorship deal.
"Boston's Got Wings" Boston Celtics player, Rajon Rondo, who is known for his ability to make game-winning steals, alongside Red Bull, donated $600 to local Boston Parks and Recreation centers, for every game-time steal completed, connecting Rajon's in-game, on-court performance back to Red Bull.
World Surf League
own the excitement of unpredictability.