LEVI’S UPCYCLE SOCIAL CAMPAIGN
Sustainability-led reposition | +31% U30 sales | +600% engagement
THE CHALLENGE
Rebuild under-30 relevance and move Levi’s from “legacy denim” to “personal, sustainable, current.”
Turn sustainability into action through trade-in, remake, and personalization. Make the store the stage, CRM the amplifier, and social the engine.
Product Development
7M+ units sold | LTO → Core Menu | Exported globally (US: “Four Cheese Whopper”)
THE CHALLENGE
Create a premium, high-margin LTO that wins with “upgrade” diners without adding operational complexity or supply chain overhead.
Build perceived premium through smart ingredients, then launch with speed and cultural momentum.
The Lesson
Premium does not have to mean complicated. When the product story is clear and the ops are clean, a small idea can scale globally.
PENETRATING NEW VERTICALS
Status: Recent launch | Results pending
THE CHALLENGE
Create credible entry into performance culture that could unlock expansion into adjacent lifestyle categories without feeling like a brand costume change.
Use MMA as the proof layer. Anchor the brand in real training, real discipline, and real pain tolerance, then translate that credibility into higher-end lifestyle narratives.
Signals to Track
GENTLE MONSTER WESTFIELD Valley Fair
THE CHALLENGE
Introduce Gentle Monster’s first U.S. mall flagship at Westfield Valley Fair without diluting the brand’s museum-level spatial identity, while operating inside strict mall compliance, timelines, and operational realities.
Treat the store as both a retail engine and a media asset. Build a repeatable flagship playbook that protects design integrity, improves speed-to-open, and turns architecture into demand.
The Lesson
In luxury, the space is the message. When you build the store like a product, you get a repeatable system that drives both revenue and cultural gravity.
LEVERAGING SOCIAL TALENT TO SPREAD THE WORD
2M+ earned impressions | 1,000+ organic UGC videos | $0 paid media during peak volatility
THE CHALLENGE
COVID shut down physical retail, threatening the launch moment and the in-person ritual the brand was built on.
Turn constraints into scarcity. Shift the launch to digital-first desirability, then protect access so hype translated into an elevated, controlled experience.
BUILDING BRANDS WITH INNER CITY ARTS ALUMNI
5,000+ incremental clicks | Amazon launch | 100% proceeds reinvested
THE CHALLENGE
Most CSR stops at awareness. We wanted something more durable: a real commerce pathway for Inner-City Arts alumni, built with the same standards as any brand launch.
Treat emerging artists like founders. Build a micro-brand lab where creativity becomes product, product becomes market feedback, and revenue loops back into the community.
