How do you turn a pro-only brand into everyone’s game… without selling out? We tapped into gaming’s deep visual DNA to reimagine Respawn in a way that stayed true to its roots while opening it up to new players. The result: a bold rebrand that kept its edge with the pros while unlocking mass appeal—over-indexing with Gen Z (132%) and Millennials (127%), making it one of Mars Wrigley’s youngest, freshest brands.

How do you win over a generation that sees every selection and sip as a bit of self-expression? With cultural insight and bold design, we fused the worlds of coffee craft and juice energy. The result: a disruptive new launch that turned functional refreshment into self-expression, recruited younger consumers and fueled Starbucks' rise as China's most beloved RTD brand.

How do you capture the energy of an iconic running shoe in a volt-charged environment? Inspired by the Pegasus 41’s ability to return energy with every stride, we went all in, launching a bold, high-impact activation that radiated motion and speed. The result: a jaw-dropping debut across three premium Dick’s Sporting Goods House of Sport locations, backed by a fully tiered rollout in 250+ stores nationwide.

How do you help a 200-year-old rolling paper brand show up as buzzworthy and newly relevant? We turned Oxford’s 2023 Word of the Year into a disruptive activation—a fragrance so convincing it April-fooled luxury retailers from Selfridges to Flannels into making genuine stocking inquiries. The result: 1.28M follower reach, real brand collaborations, and proof of Rizla’s untapped lifestyle potential.

How do you distill the essence of Mexican nature and spirit into a stately, emotional visual identity? We defined a nuanced palette, crisp typography and distinct photographic strategy, then built a robust image bank optimized for social and web. The result: a cohesive, repeatable brand language that makes Mayenda unmistakable.

How do you reshape separate retail efforts and into one unified retail strategy? We saw the chance to unleash the combined power of reading and play. The result: a bold, omnichannel campaign that showed how LEGO Books and Sets spark kids’ passions together—boosting literacy, creativity, and parent trust while energizing retail partners.

How do you deliver the ultimate NBA All-Star Weekend for fans of all ages? You turn to the heroes in a half-shell. We transformed three San Francisco spaces into immersive hangouts packed with skills challenges, photo ops, exclusive PUMA drops, and celeb sightings, including the Turtles themselves. The result: lines around the block, major social activity, massive sales and a full-on fan frenzy that blended hoops and hype with a whole lot of nostalgia.

In Korea, resilience is more than a mindset—it’s a quality admired across sport, fashion, and daily life. For the launch of Ultrashield, Puma tapped CrossFit star Hong Beom-seok to embody that spirit, backed by two cinematic films and a GQ Korea feature. The result: a campaign that turned outerwear into a cultural statement—showing Ultrashield as the jacket built to thrive in any condition.

Lost in the ‘fancy cheese’ aisle and buried in French clichés—how do you relaunch a brand by bucking category norms? With only 3.4% household penetration and 27% awareness, we saw the chance to act boldly. The result: a vibrant rebrand that defied conventions—a playfully bold look and an energetic launch campaign that sang from the shelf, making ‘fancy cheese’ feel deliciously approachable.

How do you set a new standard when you're already renowned for premium travel? With the longest cabin suite ever designed and bespoke details by designer Jacquemus, we transformed exclusivity into an experience. The result: La Première—a haute couture journey featuring five windows, sophisticated fabrics, and tailor-made comfort that solidified Air France's position as the global leader in luxury air travel.

How do you turn a legendary stadium into a next-level marathon weekend experience? Our only rule: no wasted space. At Dodgers Stadium every detail was considered, from footwear walls to customized fitting rooms, to unique design directions and logistics. We kept the good vibes running seamlessly. The result: a “go loud or go home” retail-meets-running experience that kept the energy high and the runner’s high higher.

How do you authentically spotlight a premium, high-quality icon that’s always played the part of the brand behind the brand? You go “Behind the Scene.” We created an NYC pop-up experience that let visitors experience the design process from concept to curation via a working Look Book studio and gallery. The result: a larger-than-life showcase that built buzz, understanding, and appreciation for Gore-Tex like never before.