Business Challenge

The Originals brand transcends time and culture. Timeless products, reinvented by new generations. From music to fashion, street to skate.

But in 2023, the brand was experiencing a fundamental problem globally: a disconnect with new generations of consumers. A generation with little brand loyalty or appreciation of the brands history, weren’t buying it.

The Campaign: Originals Offstage

The insight that unlocked our idea, was the truth that; just like Hip Hop, Originals is a lifestyle.

Both evolve with new generations but remain grounded in their roots; this past meets future tension is what gives Originals its USP.

This insight led to our idea and experience platform at Sole DXB: Originals Offstage

Iconic stories of the trefoil. Retold for new generations.

An evolving storytelling experience grounded in credibility – we’d take new generations of streetwear fans away from the expected click-bait, fame and stardom they’re used to in today’s hip hop world; and back into the neighborhoods, streets, artists and stories where it all began.

Each day of the festival would feel like they were stepping in to a new era of Hip Hop – with the sounds, the style and the culture that came with it. Stories told by the voices who were there and lived the moments that defined a genre.

My Role: Executive Creative Director

Overseeing a creative and design team to bring the concept to life at the festival from pitch to delivery.

Impact:

· 9,300+ stand visitors over the 3 days of the festival.

· Fully booked experiences via Originals Confirmed App

· 750+ new Confirmed members acquired

· 89K Social Reach event generated content (+500% v KPI)

· Advertising Value Equivalency of $198K+

· 89,706 PR Engagement and 294,106 PR Reach

We truly put life back in to the brand, and the brand back in to lifestyle.

GQ

‘I love that you guys booked fresh talent’