Vision and culture meet frequently in my work, which includes top-level strategy, brand identity, through-the-line campaigns, experiential and influencer programs.
For example, when Nike launched the Therma-Sphere Max product line focused around thermal regulation, I knew we had to bring the science of how our bodies control heat during exercise to the forefront. This resulted in a unique "Predator Vision" installation that projected influencer guests' heat signatures live onto the wall - creating a shareable photo moment that also demonstrated the efficacy of the products pre- and post-workout.
When Absolut needed to re-ignite passion for the brand in NYC, we whipped up a campaign called Absolut Truth based on the observation that we need truth and transparency now more than ever. Plus, people think us New Yorkers are rude but we're (usually) just being honest. We featured some of the city's most iconic telling their stories, including Amanda Lepore, Michael Musto and Dipset's Jim Jones in partnership with New York Magazine. The ads were well-recieved, and sales are still climbing.
From a content perspective, when my team re-branded Hpnotiq, we included a seriously goofy video play starring the likes of Cam'ron and Yung Jake. We also concepted, wrote and shot 2 Chainz music video starring, and shot from the perspective of, his French Bulldog Trappy. For Foot Action, we whipped up a "Summer Hustle" series featuring Gucci Mane in a QVC-style advertorial.
Co-branding is another useful tactic, as it brings a brand's perspective to life IRL. In this space, I worked with Glenfiddich to promote its (delicious) 21 Year Old Gran Reserva Rum Cask by manufacturing a full menswear collection curated by Josh Peskowitz and featuring brands like E. Tautz and Camoshita United Arrows. Distributed at boutiques around the US, this capsule wasn't just a vanity play but actually allowed hundreds of the brand's target consumer sweet spot to trial the product on-site while they shop. It got picked up in Esquire, Robb Report, Highsnobiety and more.