When New Balance bought PF Flyers in the early 2000s, the defunct heritage brand needed a jumpstart with lifestyle market influencers. We focused playful creative in cool (and affordable) culture publications of the day, like Vice, Arkitip and Metro Pop, earning the brand adoption by tastemakers and placement with the right retailers. Several of my early PF concepts, including these, garnered awards and feature in industry publications such as Le Book.
Agency: Heckler Associates
Roles: Creative Direction, Writing