STORYTELLING
STORYTELLING
Jordan Brand | “Howard x Jumpman”
This marked Jordan Brand’s first-ever HBCU partnership, helping to set the foundation of a 20+ year relationship! The goal was to drive engagement and membership from students on campus, so we plugged into three major moments throughout the year. “Bison Week”, for Howard's incoming freshman class; a tailgate at the HBCU Classic against Morehouse at MetLife stadium; and as a finale, we showed up for the Howard family during Homecoming! At each moment, we connected offline experiences to online by placing decals with a QR code driving to the Nike app for new member registration. Once converted, students and alumni were permitted to pick up complimentary swag offerings, and were granted access to exclusive product + brand events!
Jordan Brand | “Howard x Jumpman”
This marked Jordan Brand’s first-ever HBCU partnership, helping to set the foundation of a 20+ year relationship! The goal was to drive engagement and membership from students on campus, so we plugged into three major moments throughout the year. “Bison Week”, for Howard's incoming freshman class; a tailgate at the HBCU Classic against Morehouse at MetLife stadium; and as a finale, we showed up for the Howard family during Homecoming! At each moment, we connected offline experiences to online by placing decals with a QR code driving to the Nike app for new member registration. Once converted, students and alumni were permitted to pick up complimentary swag offerings, and were granted access to exclusive product + brand events!
Soles of Greatness QR Code
Homecoming #InMyJs
Homecoming SNKRS Stash
Howard x Jumpman Nike App Thread
Howard x Jumpman Instagram In-Feed
Howard x Jumpman “Welcome To The Family”
Nike Basketball | “I Am Giannis”
Just in time to celebrate Giannis Antetokounmpo’s first MVP season, we rolled out the biography for the "Greek Freak's" first signature shoe at the swoosh, the Nike Zoom Freak 1. Giannis’s game and persona transformed him into a household name, so Nike shared his story with the world. To pre-heat the launch of Giannis’s first shoe, we chronicled Giannis Antetokounmpo’s humble beginnings, rise to stardom, and dominance in the league through a story called, “I am Giannis”. We took the audience of @nikebasketball on a five-part journey about a tall, skinny kid from Athens, Greece, determined to make it to America to create a better future for his family. Throughout the story, we meet the people in Giannis’s life who profoundly impacted him and were instrumental in his path to success, highlighting the heart, humor, and grit that makes him a beloved superstar.
Michelob Ultra | “Ultra Dad”
For Father’s Day 2018, Michelob Ultra made sure to spread love to father figures, highlighting the special role that coaches, mentors, and step-fathers can play in people’s lives with the #ULTRADAD Campaign. We flew father figures from across the country to Brooklyn, NY, surprising them with letters of thanks from adults they mentored in their youth. Throughout the month of June, we ran the spots on social highlighting three relationships whose lives had been positively impacted by their mentor-mentee relationships.
Nike | Just Do It 30th Anniversary “Dream Crazy”
When it comes to motivational brand slogans, the one that easily competes for the top spot in the eyes of many, especially athletes, is Nike’s Iconic “Just Do It”. And after 30 years, it was time to celebrate the slogan serving as a motivational call to action for athletes, and anyone competing in their field of play. For the 30th, we focused on telling a myriad of stories to represent athletes who are household names, those who deserve to be, and those who will become. The common throughline between each and every story was to make sure they leveraged the power of sport, helping move the world forward. This story inspired millions to realize their crazy dreams and to believe in something, even if it means sacrificing everything.
Hennesy | “New History Vol. 1” Ft. Andre “Photodre” Wagner
Black History Month 2018 was all about celebrating contemporary black creativity, by looking through the lens of New York City street photographer, Andre “ Photo Dre” Wagner. We created Hennesy’s “New History Vol. 1 to showcase how Black history is always developing, and how devoted creators like Dre are to their mission of capturing excellence in the Black community. We gave Dre the platform to speak on his identity as a photographer and how it’s heavily tied to the Black male experience in America. Dre wants to inspire Black artists to create their own lanes by honoring their pasts to create the futures they want and deserve for themselves.
Bud Light | “Dilly Dilly”
Created by Wieden + Kennedy, Bud Light launched its “Dilly Dilly” campaign in the Fall of 2017. The campaign initially started as a television spot, but the ads were eventually repurposed for use on Bud Light’s social media. The “Dilly Dilly” campaign is set during medieval times and the first of many ads was titled “The Banquet”. In the initial spot, each patron at the dinner party presents a 12-pack of Bud Light to the king, receiving a “Dilly Dilly” from the entire room. One patron doesn’t get the memo, presenting a spiced honey mead wine, resulting in him being given a private tour of the “Pit of Misery”. This would be the commercial that effectively set the tone for this series of ads leading up to Super Bowl LII.
The “Shoes So Fresh” spots consisted of influencers having funny and quirky interactions with employees in Finish Line stores around lifestyle products. If you’re into or have friends or family into sneakers, you may relate to some of the nuances and experiences tied to sneaker culture pointed out. We featured a cast of known influencers and entertainers like musician, KYLE; influencer and designer, Aleali May; and a YouTube sneakerhead known for his premium unboxing experiences, Jacques Slade.