The only source of knowledge is experience. Albert Einstein
Experience
Oct 31, 2014
Main Entry: 1ex·pe·ri·ence
Pronunciation: \\ik-ˈspir-ē-ən(t)s\\
Function: noun
Etymology: Middle English, from Anglo-French, from Latin experientia act of trying, from experient-, experiens, present participle of experiri to try, from ex- + -periri (akin to periculum attempt) — more at fear
Date: 14th century
1: direct observation of or participation in events as a basis of knowledge
2 : the conscious events that make up an individual life
3 : something personally encountered, undergone, or lived through
Pronunciation: \\ik-ˈspir-ē-ən(t)s\\
Function: noun
Etymology: Middle English, from Anglo-French, from Latin experientia act of trying, from experient-, experiens, present participle of experiri to try, from ex- + -periri (akin to periculum attempt) — more at fear
Date: 14th century
1: direct observation of or participation in events as a basis of knowledge
2 : the conscious events that make up an individual life
3 : something personally encountered, undergone, or lived through
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Transcript
The only source of knowledge is experience.
Albert Einstein
STORIES
1. Montalban Theater 2. 212 3. 88 Boadrum
EXPERIENCE
4. Be True 5. The Point 6. Football Club
7 Kobe Bryant 8. Brazil 9. Cultura
MONTALBAN THEATER
Fall, 2008 - Present
Experience
STORY
Concept / Creative Direction / Strategic Framework
Non-conventional marketing destination located Hollywood in the cityʼs oldest theater; Ricardo Montalban Theater. Montalban serves as a platform for delivering branded stories through left-field positioning and communication.
MONTALBAN THEATER
Fall, 2008 - Present
Experience
STORY
Concept / Creative Direction / Strategic Framework
Conversion of the dilapidated theater was speeded by retaining much of the existing architecture and ephemera. The result is a hybridized platform, a true fusion that is equal parts retail, NikeiD studio, event space and school.
MONTALBAN THEATER
Fall, 2008 - Present
Experience
STORY
Concept / Creative Direction / Strategic Framework
Montalban programs cultural and sporting events in support of brand messages, connecting them directly to the communities of Greater Los Angeles and beyond. In its first 12 months of operation over 50K guests attended events at the space.
212
21 Mercer St Launch - Fall, 2008
Experience
STORY
Concept / Creative Direction / Project Management
212 celebrated the opening of the first Nike Sportswear door. The brief was to create an experience that served as a global statement for Nike Sportswear and the Nike brand itself. The model was simple; bring the stadium to the streets of New York.
212
21 Mercer St Launch - Fall, 2008
Experience
STORY
Concept / Creative Direction / Project Management
Two 24ʼ x 200ʼ video screens, complete with countdown clocks, flanked the store displaying iconic Nike and New York imagery throughout the night. Every stadium detail was attended with guests enjoying programs, cheap beer and Nathanʼs hot dogs.
212
21 Mercer St Launch - Fall, 2008
Experience
STORY
Concept / Creative Direction / Project Management
At exactly 21:21 Spike Lee and Roger Federer declared 21 Mercer open for business in front of 1500 athletes, artists, Mets, Jets, entertainers and world champion hot dog eaters. According to Supertouch.com, “the blowout was legendary.”
88 BOADRUM
Nike Sportswear Launch - August, 2008
Experience
STORY
Concept / Creative Direction / Project Management
Signature kick-off events for the launch of Nike Sportswear on 8.8.08 in NY and LA. Events featured live performances by The Boredoms, Gang Gang Dance & 88 drummers in each location. Resulted in 12,000+ attendees and exhaustive media coverage.
STORY
Concept / Creative Direction / Project Management
Opting to celebrate the college basketball fan over the athlete, exclusive product was built for students and then gifted at hosted rallies during Rivalry Week. Product was built in collaboration with the universities of Syracuse, Georgetown and North Carolina.
BE TRUE
Be True to Your School - Spring, 2008
Experience
BE TRUE
Be True to Your School - Spring, 2008
Experience
STORY
Concept / Creative Direction / Project Management
In-stadium support placed branded collateral assets in student sections and onto the hands, and cheeks, of the most loyal and true fans.
THE POINT
Spring 2007 - Spring, 2008
Experience
STORY
Concept / Creative Direction / Strategic Framework
In support of the 25th anniversary of the Air Force 1, the goal was to create a venue fit for the most revered shoe in the world. The destination selected was an abandoned car park and warehouse centrally located in Hollywood, CA.
THE POINT
Spring 2007 - Spring, 2008
Experience
STORY
Concept / Creative Direction / Strategic Framework
The warehouse was completely overhauled and converted into a multi-functional event space including retail and NikeiD studio. Content changed seasonally with product the centerpiece, the example detailed above is a 20ʼ AF1 DNA strand.
THE POINT
Spring 2007 - Spring, 2008
Experience
STORY
Concept / Creative Direction / Project Management / Strategic Framework
The parking lot was leveled and replaced with a tented hardwood court, complete with digital scoring and changing rooms. The court hosted leagues round the clock, accessing communities ranging from high-profile entertainers to at-risk youth.
FOOTBALL CLUB
Pre Build - Spring, 2006
Experience
STORY
Concept / Creative Direction / Project Management
For the 2006 World Cup Nike needed a venue from which to tell its global soccer stories. A former video-game store on Melrose Avenue became Football Club, a destination the LA Times would soon anoint “the best place in LA to experience the World Cup.”
FOOTBALL CLUB PHASE I
Futureopolis - Summer, 2006
Experience
STORY
Concept / Creative Direction / Project Management
The first in a three-phase program, Futureopolis opened Football Club with an exhibition shot by legendary artist, C.R. Stecyk III. Converted into a gallery for four weeks Futureopolis received over 5,000 visitors before travelling to SF, Paris and Milan.
STORY
Concept / Creative Direction / Project Management
Nikeʼs national teams became the focus of phase two with the creation of eight chambers, each dedicated to a different team. Complete with footwear and floating 4ʼ Be@rbrick, the presentation represents a case study in non-linear messaging.
FOOTBALL CLUB PHASE II
From the Stadium to the Street - Summer, 2006
Experience
STORY
Concept / Creative Direction / Project Management
The final phase of Football Club celebrated the Beautiful Game in its purest form. Conversion to a dedicated World Cup screening venue allowed direct connection with fans of all nations. What followed can only be described as an inferno.
FOOTBALL CLUB PHASE III
Joga Bonito - Summer, 2006
Experience
STORY
Concept / Creative Direction / Project Management
Football Club screened thirty games and entertained over 5,000 fans as they cheered, cried and celebrated. Outreach was extended to nations with large local populations who once again proved that Football isnʼt sport, itʼs life.
FOOTBALL CLUB PHASE III
Joga Bonito - Summer, 2006
Experience
KOBE BRYANT
Motion X Impact - Spring, 2006
Experience
STORY
Concept / Creative Direction / Project Management
This was the initial communication attached to Kobe Bryantʼs first signature shoe with Nike. By collaborating with artist WK Interact we were able to deliver an immersive experience depicting an explosive interpretation of an athlete without equal.
STORY
Concept / Creative Direction / Project Management
All content created was applied directly to the walls of the space with every square inch addressed. The result was an installation that would exist exclusively for six weeks before being painted over and all traces eradicated.
KOBE BRYANT
Motion X Impact - Spring, 2006
Experience
BRAZIL
Ginga - Summer, 2005
Experience
STORY
Concept / Creative Direction / Project Management
Nike launched its 2006 World Cup campaign a year early with the help of Brazilian artists Os Gemeos. Seven favelas were created inside the tiny beach front property in Venice where over the following eight weeks 8,000 guests encountered their work.
CULTURA
Fall, 2004
Experience
STORY
Concept / Creative Direction / Project Management
Cultura depicted an alternate vision of LA sport and culture from Mister Cartoon and Estevan Oriol. Created with the goal of accessing Latino youth in LA, the resulting footwear business generates annual revenue in excess of $80M.
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