FIGHTBALL – Inventing the word’s most intense sports + entertainment brand

Fitness & News Editorial

Founded and created a new 21st century sports + entertainment passion property and brand - the perfect mash up of court and club and a world of intense mobile-first content that moves at the speed of social. FIGHTBALL garnered massive popularity amongst fans (50 million video views and 420,000 social fans within 4 weeks), mainstream and culturally influential media (1.5 billion impressions, including features in the New York Times and The Wall Street Journal), and the sports and music community.

Led FIGHTBALL’s business, brand experience and all IP development - the game format (sped up and intensified version of 1-on-1 basketball), the live experience (combining b-ball and Hip-Hop culture), the unique mobile-first content slate and social media effort (including a live Snapchat launch), the fashion and apparel merchandise line etc.

“FIGHTBALL combines street basketball with a prizefight atmosphere, offering its patrons stories of grit, second chances and redemption” – The New York Times

“One-on-one basketball with an edge…it already looks amazing, and that isn’t a small feat” - The Wall Street Journal

“FIGHTBALL is something you’ve never seen before, but once you’ve seen it, you can’t stop and you will want more” - Vice

“FIGHTBALL takes the attitude born on concrete courts and brings it under the light” – Complex

“FIGHTBALL has no fighting, but it does have balls” – Vice

All FIGHTBALL – Inventing a new sport LEXUS – Reinventing the test drive VODAFONE – Creating Vodafone’s first Internet service LAND ROVER – Architecting a new customer experience JAGUAR – Designing a new customer journey BLUE NILE – Creating a powerful brand platform TOMS – Shifting the brand’s model from ‘giving’ to ‘changemaking’ ALDO – Gamifying the shoe catalog ABSOLUT – Developing a new product extension strategy ADIDAS – Creating an Olympics creative platform ALDO – Creating ALDO Shoes for Life LEXUS – Creating an after dark in-car talk show BUDWEISER – Creating a digital publishing platform ASICS – Creating interactive content that Stops at Never BUD LIGHT – Promoting Superbowl beer delivery DKMS – Reinventing cause marketing MOZILLA – Service design and invention HUMANA – Developing the Freewheelin bike sharing program RALPH LAUREN – Creating the brand’s first social media launch HUMANA – Developing a new active gaming platform AMERICAN EXPRESS – Developing future-facing brand behavior guidelines MICROSOFT – Product innovation and positioning STELLA ARTOIS – Creating a new content strategy TARGET – Designing a fan-based e-catalog TARGET – Inspiring trial prior to market entry TARGET – Designing shoppable ‘home storefronts’ JOSE CUERVO – Creating a guilt-free brand marketing platform YOTA – Developing a novel double display phone WIRED – Creating disruptive branding and design ZACAPA RUM – Creating a digital tasting experience

FIGHTBALL – Inventing a new sport LEXUS – Reinventing the test drive VODAFONE – Creating Vodafone’s first Internet service LAND ROVER – Architecting a new customer experience JAGUAR – Designing a new customer journey BLUE NILE – Creating a powerful brand platform TOMS – Shifting the brand’s model from ‘giving’ to ‘changemaking’ ALDO – Gamifying the shoe catalog ABSOLUT – Developing a new product extension strategy ADIDAS – Creating an Olympics creative platform ALDO – Creating ALDO Shoes for Life LEXUS – Creating an after dark in-car talk show BUDWEISER – Creating a digital publishing platform ASICS – Creating interactive content that Stops at Never BUD LIGHT – Promoting Superbowl beer delivery DKMS – Reinventing cause marketing MOZILLA – Service design and invention HUMANA – Developing the Freewheelin bike sharing program RALPH LAUREN – Creating the brand’s first social media launch HUMANA – Developing a new active gaming platform AMERICAN EXPRESS – Developing future-facing brand behavior guidelines MICROSOFT – Product innovation and positioning STELLA ARTOIS – Creating a new content strategy TARGET – Designing a fan-based e-catalog TARGET – Inspiring trial prior to market entry TARGET – Designing shoppable ‘home storefronts’ JOSE CUERVO – Creating a guilt-free brand marketing platform YOTA – Developing a novel double display phone WIRED – Creating disruptive branding and design ZACAPA RUM – Creating a digital tasting experience