Bones Love Milk
A sub-brand/campaign within Got Milk?, Bones Love Milk was created to specifically target the teen audience because of their lack of milk consumption. We found role models they’d listen to in a sport that definitely requires a good amount of calcium - skateboarding.
@boneslovemilk - Social Media
Almost all our media was right where these kids consumed it - on Instagram. The demographic is too young for Facebook, but also too cool to follow a “brand”. This means we had to be sneaky, making content that was raw and original.
Role: Concept & Copywriter | With: Dino Spadavecchio & Tim Mendez
The Shredquarters - Activation
The US Open in Huntington Beach is one of the nations’ biggest skating events and our agency happened to be across the street. This provided the perfect opportunity to attract our young audience into a free, indoor skatepark. Having a legend like Christian Hosoi on our team didn’t hurt either. Oh yeah, we also got picked up by the press: Red Carpet TV, Spectrum News 1, Transworld Skate, Juice, People, CelebBuzz, and tons of others.
Role: Concept & Copywriter | With: Dino Spadavecchio, Sharon Cleary, Arthur Amiune, Matt Neustadter, Tim Mendez & Dean Alari
Daily Events - Activation
Every day we hosted a different event while kids tore up The Shredquarters. From getting a fresh haircut to designing your own kicks (with Steve freaking Caballero), kids and parents alike had no reason to be across the street in the baking sun.
#Shredquarters - Social Support
With all the dope artwork we developed, how could we not add it to our IG stories? Kids could search our Shreddy-to-post GIPHYs to customize their stories in the park.
The Art of Falling - Social Media
What’s one thing that skateboarding, snowboarding, biking, etc. all have in common? Falling. So we got professionally insane snowboarder, Trevor Jacob, to meet with other extreme athletes to learn their falling techniques.
Role: Concept & Copywriter | With: Dino Spadavecchio, Sharon Cleary, Jonatan Maldonado, & Tim Mendez
#TheArtofFalling - Social Support
To support our videos on Youtube, we posted cut-downs, stills, and carousels on Instagram when each episode aired. Our falling experts also posted to their channels, driving more views.
