When Will could not film the hypercolor launch, I found a stand-in, arranged samples and coordinated with Westbrook’s social and production teams so the demonstration could still go live with his recorded audio.
Make launch content that matched Will’s direction while coordinating a busy social calendar and getting product samples ready for filming.
A finished product demonstration that Will published on Instagram on May 2, 2019, without needing him on set. A stand-in steamed color-changing tees, with Will’s recorded audio dubbed over the footage.
From brief to delivery
Bel-Air Athletics campaign image, 2019. The launch-film production is documented in the next steps.
Launch films, campaign photographs and audience responses, with my role in the work.
I pitched Will on becoming an amateur sneaker reviewer, @Philasneakerguy68, for the Jordan x Fresh Prince collaboration. The product reveal became a performance built around his personality.
Original video published by Will Smith. My contribution: the character pitch and talent alignment.
When Will was unavailable, I arranged for a friend to travel to the shoot and shave his hand to resemble Will’s on camera. He filmed himself steaming hypercolor tees to reveal their color change. We dubbed Will’s audio over the footage.
My contribution: coordinating the stand-in, product samples and a workable content plan with social and production.
The Same Kid From West Philly
The original hypercolor launch film, with the steamer revealing the color-changing design.
Later releases brought the assortment into fashion-show content and collection announcements. These are examples from the merchandise program I helped coordinate with Westbrook’s social and production teams.
Original content by the credited creators and production teams. My role was merchandise and launch coordination.
Collection #2
Collection launch content.
“New Merch”
Product announcement.
Miami collection
A collection-specific release.
Will’s September 24, 2019 carousel shared fans wearing the previous Fresh Prince drop and announced the next release for the following week. The audience’s own photos and video became part of the collection story.
Audience-created photographs and videos, originally shared by Will Smith. My role in the program was merchandise and launch coordination.
Fans wearing the Fresh Prince collection
The complete ten-item carousel, including two audience-made videos.
Browse each collection with the arrows or thumbnails. Films play when selected.
Group campaign photography puts the assortment into a shared brand world. It shows the broader collection context around my merchandise and launch-coordination work.
Bel-Air Athletics campaign/team photography from the client archive. Separate from the May 2019 hypercolor demonstration; not photographed by me.Inspect artworkProduction account: Mark David, supported by his August 2022 project-reference email and the original May 2019 post. The collection photograph above is from a separate Bel-Air Athletics release later in 2019.
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