PARTNERSHIP CAMPAIGN

We partnered with Michelin-starred chef Brandon Jew on this Fair Trade & Organic certified light roast single origin coffee from Ethiopia.

Named after the Chinese symbol 囍, meaning joy and happiness—each bag sold of Double Happiness benefits Cut Fruit Collective: a grassroots, non-profit organization based in the SF Bay Area using art to invest in Asian American and Pacific Islander (AAPI) community care.

BRAND COLLABORATION

Golden Rule's philosophy is simple: quality comes before quantity. As a family-owned operation, it's all about combining great cocktails and good people, and we believe in applying the same philosophy to coffee.

This shorty Espresso Martini is the perfect beverage designed for adventures and gatherings.

[FILL IN THE BLANK]

An exclusive bike kit with a 100% of proceeds to Trips For Kids

[TEXT]

Text

[TEXT]

Text

[TEXT]

Text

[TEXT]

Text

[TEXT]

Text

PRODUCT COLLABORATION

In 2019, I led the concept and launch strategy for Huckberry’s first influencer product collaboration with Brad Leone of Bon Appétit and YouTube fame to create an exclusive capsule collection that generated 21,000 new users and sold out within 24 hours of launch. I aligned Brad with Huckberry House Brand Flint and Tinder to create an exclusive apparel capsule, supported by editorial content with email and social promotion to drive brand awareness and customer acquisition through a like-minded audience. The campaign came to life with an in-person mustard making class led by Brad in Huckberry’s NYC store.

TEXT

Text

PRODUCT COLLABORATION

For Huckberry’s second product collaboration in music, I developed a partnership with three-time Grammy Award winner and seven-time nominee, Ben Harper. Tracing Harper’s legacy and influence in music, the campaign included an exclusive Flint and Tinder corduroy trucker jacket, Hampui hat and autographed vinyl - all in support of the release of Harper’s fifteenth studio album, Winter Is For Lovers. Inside Hook named the corduroy trucker the Best Fall Jacket of 2020.

STRATEGIC PARTNERSHIPS

Building off of Huckberry’s early success with sponsored content, I led a small team to build a comprehensive media and licensing campaign for Coors Banquet Beer. Enter the Golden Hour Series - a three-part collection featuring stories of three Huckberry ambassadors working tirelessly to make adventure more accessible to all. Each release included a short doc-style video, accompanying media, retail events (canceled due to COVID-19) and an exclusive drop of Huckberry x Coors Banquet gear. The campaign was the largest media and licensing deal to date for Huckberry.

STRATEGIC PARTNERSHIP

In 2018, I built and led the strategy and campaign for Huckberry’s first beverage collaboration with Mikkeller Brewing and their renowned Art Director Keith Shore. The Huckberry and Mikkeller teams worked together to build a concept around the ‘The Blue Hour’ - the period of twilight when the sun’s below the horizon and everything is cast in a hazy indigo hue. The result was a sour gose style ale, crafted with Yerba Buena from Huckberry’s hometown of San Francisco, the ideal beer for celebrating outdoor adventure. The campaign included a collaborative beer (available at Whole Foods and select specialty retailers across the country), landing page, custom product, artist profile, editorial content and launch events at Mikkeller Brewing San Diego and Mikkeller Bar San Francisco.

RETAIL & ACTIVATIONS

In 2018, I developed and led the launch of Huckberry’s first brick-and-mortar store in NYC’s West Village, overseeing creative, operations, construction, hiring, merchandising, marketing and events with a bootstrapped budget and no internal retail hires or consultants. Profitable in its first year of business, Huckberry NYC was the foundation of a strategic framework I built to scale Huckberry’s retail stores across the country. The store was recognized both by local and national media for its unique approach to commerce, content and live activations. 

PRODUCT COLLABORATION

Building on the success of the Brad Leone collection, I led the partnership with Ohio-based American folk-rock band CAAMP to create a custom capsule collection, merchandised with their favorite Flint and Tinder gear. CAAMP’s foot-stomping Americana was the perfect musical muse for Flint and Tinder’s hard-wearing, American style staples. The campaign included video, an exclusive backstage photoshoot, curated Spotify playlist and email and social promotion revolving around the band’s sold-out, four-night tour finale in their hometown of Columbus. The Huckberry x CAAMP collection sold out within a week of launch.

PRODUCT COLLABORATION

In 2018, I led the launch of a new Earth Day initiative working with artists to create limited edition tees in support of our favorite charity organizations driving environmental change. We kicked things off with renowned artist and designer Geoff McFetridge, known internationally for his work on films such as ‘Her’ and ‘Where The Wild Things Are,’ as well as graphics for powerhouse brands such as Nike and Patagonia. The campaign included email and social promotion with 100% of sales going to Our Children’s Trust, an organization fighting for a stable climate and a healthy atmosphere.

[TEXT]

Text

DIGITAL CONTENT

In 2016, I pitched Wilco on an integration with the Huckberry Field Guide series to promote the release of the band’s 10th studio album ‘Wilco, Schmilco.’ The result was an immersive commerce and content campaign centered around a tour of Jeff Tweedy’s favorite spots in Chicago and exclusive Wilco merchandise for the Huckberry audience. The unconventional marketing campaign garnered national media attention and laid the foundation for future artist-driven campaigns at Huckberry.

STRATEGIC PARTNERSHIPS

A cornerstone campaign for Huckberry, the Explorer’s Grants awarded one lucky reader an all-expenses paid trip of a lifetime with a Huckberry Ambassador. The campaign paired engaging content with viral social sharing and email capture, capturing over 300,000 qualified emails captured through three yearly iterations. As the project lead, I developed the creative concept and growth strategy, secured all partnerships, and led each campaign through execution.

DIRECT MAIL

Text

DIRECT MAIL

Text

PROGRAMS

Before the term “influencer” was commonplace in marketing meetings, I developed the concept and strategy behind Huckberry’s ambassador program, assembling a team of talented, social-media savvy individuals across key brand disciplines and activities such as photography, moto, surf, fishing, art, design, food, biking and mountaineering. Incentivized to drive traffic and sales to Huckberry, the team helped the company’s rise in popularity during the onset of Instagram and over time became a key contributor to Huckberry’s creative projects and initiatives across web, social, print and events. 

PROGRAMS

In 2016, I launched the Huckberry Artist Series, an immersive commerce and content series. We worked with artists across several disciplines to develop exclusive products and share their story and process with the Huckberry audience. The products and content were promoted through each artist’s social channels, building brand awareness and growth with new, like-minded audiences.