As a long-time fan, this was a fun project to work on as a client. For this project, our internal creative leadership team worked with R/GA Austin, who handled the primary creative and production work. The highlight was attending the video shoot, directed by Dan Opsal, and photo shoot, directed by one of my personal idols, Mark Seliger.
After post-production, I managed the creation and global distribution of all campaign assets, from Amazon brand pages to company-owned retail stores and wholesale partners. This included the creation and distribution of special brand guidelines to ensure that creative partners around the world could follow the requirements of the celebrity contract. The campaign helped turn the brand into a new, more modern direction.