We created a platform for Levi's to enter the world of skateboarding with their new capsule line, Levi's Skateboarding: A promise to support skateboarding. This meant building skateparks in the communities that needed them most around the world, working with the communities themselves.
We built 12 skateparks around the world, with documentaries about each build. All campaign material was rooted in the build itself, featuring locals as models, and the park as the set.
Achievements were celebrated with screenings of our documentaries about each local build, and blowout events in Berlin, Copenhagen, New York, and Los Angeles, from bars to museums, to film festivals.
Two of the documentaries I creative directed went on to win Vimeo Staff Pick awards, and traveled several film festivals, including the Wild & Scenic Film Festival and Telluride Mountainfilm Festival.
We built parks in:
Bangalore, India, 2013
Johannesburg, South Africa, 2013
La Paz, Bolivia, 2014
Oakland, USA, 2014
Pine Ridge Reservation, USA, 2015
Puerto Peñasco, Mexico, 2016
Detroit, USA, 2017
Medellín, Colombia, 2017
Prague, Czech Republic, 2018
Taghazout, Morocco, 2018
My role: Creative direction, branding, strategy
Agency: Imprint Projects
Agency Producers: Nina Sers, Ashleigh Parker, Kristen Leung, Lien Nguyen
Production partner: Ways & Means
Creative director / strategist working with global brands and local communities for over 15 years. As co-founder and creative director of Imprint Projects for 12 years I developed ongoing brand platforms for Google, Uniqlo, Levi’s, Sonos, Spotify, Absolut, Soundcloud, and Vans, and nonprofits like the Gates Foundation and The Museum of Modern Art (MoMA). I have since worked with various agencies for clients like Louis Vuitton, Lacoste, Berluti, H&M, Versace, Aläia, Canada Goose, Marc Jacobs, and RCA Records.
Imprint Projects was championed by AdAge (Best Small Agency, Best Agency Culture, Best Experiential Agency), The Drum (Experience Agency of the Year, Brand Activation of the Year), D&AD (Wood Pencil for Branded Documentary), Digiday (Finalist Best Community Building Campaign, Finalist Most Innovative Independent Agency), and Campaign US BIG (Experiential Excellence).
I also founded the bookstore, Family, in Los Angeles, that ran for 15 years, specializing in artists' books, zines, and artist events. I have written about art and culture for Gagosian Magazine, Fantastic Man, Another Man, GQ, the Believer, World of Interiors, and as a guest editor for Paper Magazine. I am author of the books Heads Together: Weed and the Underground Press Syndicate (Edition Patrick Frey) and Handmade Utopia: Back-to-the-Land Architecture in Northern California (DAP / Edition Patrick Frey).