YOU ARE HEREDirective: Develop a low-cost, high-impact US marketing initiative for London-based Pointer Footwear to drive brand growth and cultural relevance among a specialized creative audience.
Strategy: Conceptualized a multi-platform art initiative centered on a large-format "Poster Zine" that curated works from 10 influential figures at the intersection of fine art and digital culture. By featuring a vanguard roster including Ryder Ripps, Trudy Benson, and #BEENTRILL#, the project effectively "froze" a definitive moment in the evolving internet landscape within a collectible newsprint publication. The strategy bridged the physical and digital worlds through a live installation at The Hole NYC, a permanent digital exhibit, and an incentivized opening reception designed to maximize social network exposure..