NO 1 WAY TO COZY
About
Footlocker wanted to be a part of the athlesiure movement bubbling in streetwear. They had also just launched a platform about supporting unconventional creativity, No 1 Way.
Enter: No 1 Way To Cozy, a holiday campaign championing a cozy state of mind, no matter where you are.
With the crown of cozy, GUAPDAD4000, we showed how coziness exists even in the most luxe or lifeless places with alter-Guap-egos: Guapgarçon Quatre Mille (sommelier); Guapdentist 4000 (dentist with grills); The Phantom of the Guapera (opera singer).
Footlocker wanted to be a part of the athlesiure movement bubbling in streetwear. They had also just launched a platform about supporting unconventional creativity, No 1 Way.
Enter: No 1 Way To Cozy, a holiday campaign championing a cozy state of mind, no matter where you are.
With the crown of cozy, GUAPDAD4000, we showed how coziness exists even in the most luxe or lifeless places with alter-Guap-egos: Guapgarçon Quatre Mille (sommelier); Guapdentist 4000 (dentist with grills); The Phantom of the Guapera (opera singer).
Credits
Greg Bruce (CW + AD) (NOT THE BEST ART DIRECTION, SORRY)
Charlie Steadman (DESIGN)
Doug Brundage (CD)
Cinema VeryTaste (DIRECTOR)
Jared Ryder (PHOTO)
This was fun as hell.
Greg Bruce (CW + AD) (NOT THE BEST ART DIRECTION, SORRY)
Charlie Steadman (DESIGN)
Doug Brundage (CD)
Cinema VeryTaste (DIRECTOR)
Jared Ryder (PHOTO)
This was fun as hell.
Product
Product imagery for in-store, web, and social showed cozy taking many forms.
Guap Lifestyle
The three Guaps took over Footaction’s social channels and a dedicated website.
Social
Adapted Guapdad’s voice for Footaction channels, as well as some ghostwriting for my guy.
And if you’re wondering who Guap is...
Who tf is Guapdad4000? He’s an Oakland-based rapper and self-proclaimed zoologist equipped with more alliteration chops than Dr.Seuss and a forte for scamming (Guap liked to borrow credit cards in a previous life).
He’s not exactly a pure diety, but Guap is undoubtedly more cozy than any mere mortal.
Plus, he liked the scripts. And posted way more than his contract.
A natural, and cozy, relationship was born.
PRESS
Respect Mag
Bossip
The Knockturnal
Bizbash
Here are some photos I took at the mini-concert and camapign launch we held at a prestigious Upper West Side estate. Sadly, Nicole Kidman could not make it.
