Grand Beginnings: Hypebeast x Cole Haan
Cole Haan is a brand that champions young professionals early in their careers. Knowing the traditional path to success is shifting for Gen Z, we created a content series that highlighted the unique and unconventional careers of artists and creatives to showcase the innovative ways young entrepreneurs can define success in today’s world.
With the goal of introducing Cole Haan to younger audience, we partnered with Hypebeast to create Grand Beginnings—a multi-platform content series featuring video, editorial, and podcast promotion on Hypebeast’s digital and social channels.
Shavone Charles Is Redefining the Stereotypes of Tech and Fashion
We launched our Grand Beginnings video series with Shavone Charles, a musician, multi-hyphenate creative and entrepreneur. Founder of Magic in Her Melanin, her agency strives to bridge the gap between underrepresented creatives and the tech industry.
Jabari Johnson Is Building a Community By Creating Unique R&B Experiences
We introduced Jabari Johnson as the next addition to our Grand Beginnings series. Founder of COLORS Worldwide, Jabari’s mission was to create an entertainment company that transformed the R&B community.
Cole Haan Debuts Its Generation ZERØGRAND Collection
To support the launch of Cole Haan’s new Generation ZERØGRAND Collection, we dropped fashion editorials shot in streetwear style to entice Hypebeast’s audience of sneakerhead enthusiasts.
Business of HYPE
We brought three innovative creatives together for an episode on Jeff Staple’s Business of HYPE podcast that we hosted live at Cole Haan’s Soho store. Together, they discussed breaking into their industries, how they scaled their companies into profitable businesses and the challenges and sacrifices made along the way.
On set with Shavone Charles in Los Angeles, CA
My Role & Responsibilities:
Led production of content program with Hypebeast from conception to completion:
Ideated partnership concept and recommended Hypebeast as branded partner
Pitched and sold in partnership program to clients
Provided creative direction for video & editorial based on audience insights
Vetted and recommended talent options to feature in our video and editorial series
Collaborated with Hypebeast’s creative team in crafting the creative briefs
Managed timelines along with content review and approval process
Oversaw production of video and editorial shoots and collaborated with the Creative Director, DOP and Video Producer
Provided creative learnings and optimizations in reporting