Los Cabos Open of Surf

LUXURY IS SOFT!

Challenge
Retool the Los Cabos Open of Surf to attract 5-star surf-enthused clientele to the Los Cabos region
and specifically, The Cape Hotel, the new home of the long-running event.


Solution: “The Soft Top Soiree”
A radical re-think of the conventional surf contest in which all competitors rode soft surfboards. Why? To inject a bit of fun and inclusivity back into surfing and to level the playing field for our competitors. Soft tops burst onto the surf scene a few years ago, and we haven’t looked back, from massive Wedge and 40’ Jaws to fun-size HB and Lower Trestles, they’re being ridden in every condition by everyone from beginners to the world’s best, and we can all agree, they’re just more fun. 

Free Radicals delivered:
Overarching event strategy, content creation, social media strategy, brand and visual identity, onsite branding, contest format, and secured the A-list athletes/influencers for the event.

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General Admission

“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.

 
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Challenge
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.

Creative
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.   

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General Admission retail space

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Nike

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:

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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..

 

Brand Experience

facility entrance and footwear display monolith

facility entrance and footwear display monolith

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container#2: 10 years of Nike Sb arcade slider and interactive #skateeverydamnday social media aggregator wall

container#2: 10 years of Nike Sb arcade slider and interactive #skateeverydamnday social media aggregator wall

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container#3 nike sb product room featuring “impact” “control” and “Board feel” performance silos

container#3 nike sb product room featuring “impact” “control” and “Board feel” performance silos

explosed detail of the Koston 2

explosed detail of the Koston 2

main skate area looking back toward container#4; the clubhouse lounge and deck

main skate area looking back toward container#4; the clubhouse lounge and deck

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view from the loading doc into the VIP container

prod academy was a week-long skate clinic and wear testing activation that leaned into the “impact” performance feature of the prod 7

prod academy was a week-long skate clinic and wear testing activation that leaned into the “impact” performance feature of the prod 7

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prod VI display room

prod VI display room

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interactive product silo installation


Koston 2 launch event

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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.

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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.

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stab magazine

“stab in the dark”

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Stab In The Dark: The blind surfboard test. 

Challenge
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?

Solution
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.


 
Dane riding #55 (Shaper here)

Dane riding #55 (Shaper here)

Party Premier at the House of Vans


Stab Fruit Shoot

Stab Wetsuit Advertorial

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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.

Red Bull UPRISING”  A free, grassroots movement that leverages leading fitness networks to gain access to high-intensity fitness obsessed women, and invites them to co-create unique experiences with our Red Bull Fitness Opinion Leaders, Athletes and Strategic Partners.

Red Bull UPRISING”
A free, grassroots movement that leverages leading fitness networks to gain access to high-intensity fitness obsessed women, and invites them to co-create unique experiences with our Red Bull Fitness Opinion Leaders, Athletes and Strategic Partners.

Challenge
Make Red Bull the can’t miss, pre-game ritual for 22-34 year old women in the high-intensity fitness community.

Creative
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.

Informed by three key insights; 1). One-one experiences with fitness opinion leaders results in deeper trust, 2). Inspiration to perform better helps us overcome fitness barriers more than a desire for a physical outcome and, 3). Community creates accountability to reach fitness goals, we set about serving the Fitness Obsessed Consumer  Leverage ClassPass’ network to offer free fitness when Red Bull Opinion leaders are teaching. When the consumer receives their receipt for the class, they are offered a free Red Bull through Postmates

Informed by three key insights; 1). One-one experiences with fitness opinion leaders results in deeper trust, 2). Inspiration to perform better helps us overcome fitness barriers more than a desire for a physical outcome and, 3). Community creates accountability to reach fitness goals, we set about serving the Fitness Obsessed Consumer

Leverage ClassPass’ network to offer free fitness when Red Bull Opinion leaders are teaching. When the consumer receives their receipt for the class, they are offered a free Red Bull through Postmates

POP UPRISING: Consumers help Red Bull Opinion Leaders define unique fitness experiences outside of the gym, all completely free. (Holly Rinlinger Instagram story example)

POP UPRISING: Consumers help Red Bull Opinion Leaders define unique fitness experiences outside of the gym, all completely free. (Holly Rinlinger Instagram story example)

Partnership with November Project, a free, high-intensity fitness platform in 45 cities world-wide gives Red Bull a chance to make to 24K one-one connections every week

Partnership with November Project, a free, high-intensity fitness platform in 45 cities world-wide gives Red Bull a chance to make to 24K one-one connections every week

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Red Bull Basketball

Challenge
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.

Creative
"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.

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World Surf League

own the excitement of unpredictability.

 

World Surf League is not "Appointment Television", the platform is unpredictable because the league is always
at the mercy of mother nature to provide just the right conditions to run events.

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"You Can't Script This"
Use the league's inherent weakness as a strength. Establish the WSL platform is exciting because the playing field is born in the chaos of violent ocean storms, thousands of miles from the event venue. Our athletes must decipher and harness this chaos to compete and win.

Together with Mistress Agency, We launched the WSL's inaugural: 90, :30 & :15 brand spot during the last event of 2015, introducing the "You Can't Script This" campaign to new and existing fans.  

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WSL 40 Year consumer experience design study

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beginning with the sacred geometry of the chaos that makes our playing field

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we designed the structure that delivered the story of the past 40 years organically

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fans entered the vortex at year one, as they walked through the space, they wound their way up into the eye where the newly minted trophies were on display for the first time

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Hurley

Uncover insights that help Hurley understand their core consumer so the brand can serve them better

Challenge
When challenged by Nike to define the prototypical Hurley consumer, the Free Radicals team were tasked with defining a methodology that could surface actionable insights on how Hurley could best serve the consumer and add value to their lives

Solution
Gather and document qualitative consumer data that either supports or challenges Hurley brand assumptions. Part 1: 1-1 interviews with 300+ surf obsessed teens Part 2: Day In The Life We spent a full day with 5 separate local teenage opinion leaders from 5 different So Cal neighborhoods to gain insights about what they need to surf better and have more fun. Part 3: Road Trip.There is nothing like being trapped in a car for hours to reveal a person's true nature. We put six kids in a minivan and surfed the California coast from Venice to San Francisco, giving the kids the opportunity provide valuable insights into how Hurley could help them surf better and thus have more fun.  

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Being a surfer, there are three main questions we need to answer as we progress in the sport; Where Do I Go, What Do I Need, and How Am I Doing?

Being a surfer, there are three main questions we need to answer as we progress in the sport; Where Do I Go, What Do I Need, and How Am I Doing?

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