Role: Creative Director / Creative Strategist

What’s cooler than ice cream? Sneakers. (and the boxes they come in)

How can I say this…getting mainstream media to cover cardboard can be…a challenge.

So instead, on behalf of The Paper and Packaging Board, we tapped into the vibrant culture of sneakers to celebrate the beautiful boxes that they come in.

We partnered with Matt Halfhill of Nice Kicks, the OG sneaker culture site, to ensure it was an authentic celebration of sneaker culture. Not only did consumers and influencers embrace the space, we even had DJ Bobbito Garcia and ESPN pop by for a feature on SneakerCenter.

The museum attracted over 2,000 visitors in its opening weekend and generated 200MM media impressions on top of its ESPN feature.