Work
Briefs are nice, but culture is better.
BUSINESS AS (UN)USUAL
Perhaps for the first time ever, we all share a cultural context. If we can predict how it will shift in the coming months (and years), and understand what it means for our customers, we can plan brand and business actions that will be culturally relevant in a new normal.
THE RISE OF ESPORTS
When people are dropping out of school to pursue careers in professional gaming, it's time for marketers to take a look. I recently took a deep dive into the gaming community. Between the unprecedented access and technological medium, players, fans, and brands can interact in ways never before seen in sports. So let's get on their level, speak their language, and embrace the 1-on-1 opportunity.
THE MILLENNIAL PARADOX
The struggle is real for millennials: their social media channels are flooded with lavish lifestyles and unattainable beauty. As a savvy generation, they all know how contrived this content is, yet can't help but strive to be like what they see on Instagram. For New Amsterdam Vodka, we investigated how a brand could help juggle the aspirational qualities of social media with the real life pursuit to be better.
BUTCHER YOUR OWN DAMN BEEF
San Francisco has a rich history of Mom and Pop butcher shops. But in a rapidly gentrifying, farm-to-table obsessed city, the traditional butcher shop was losing out to artisanal butchers. In order to give San Franciscans a real DIY experience, we transformed Heat into a pop-up butcher shop where guests learned the art of butchering under the tutelage of SF's oldest and best. And then we donated all the proceeds to charity.
Links: The SF Egotist; 7x7