Workspace 2
Outdoor Research
adidas Skylight
Amazon Ring at CES
adidas Originals The Underground
Outdoor Research
II.
Global Brand & Campaign Platform
Connecting a 40-year-old American technical brand’s founding moment to contemporary cultural relevance.
CHALLENGE
The aging American outdoor brand, Outdoor Research, known for making some of the world’s best outdoor gear struggled to connect with the shifting audiences of the industry.
SOLUTION
The brand’s origins trace back to a life-or-death moment on Denali, the highest peak in the country. Following an equipment failure, Outdoor Research was founded by a nuclear physicist with a passion for industrial design. His guiding principle was the scientific method.
Forty years later, cultural discourse remains as chaotic as ever.
Introducing “Method in Madness,” a platform designed to uplift relentless individuals. Outdoor Research supports those tackling unimaginable challenges in unprecedented times.
The global rebrand included a refreshed logo and a branded documentary series highlighting individuals driving change. Seasonal campaigns introduced a reimagined athlete team. A new e-commerce design completed a digital transformation, with photography and casting that featured underrepresented groups for the first time.
The focus shifted to amplifying diversity, community, and collective achievement over exclusivity and pure sports performance. This approach welcomed new generations discovering the outdoors for the first time.
adidas
II.
AI & ML Brand Experience Instillation
Creating and Collaborating with a bespoke Artificial intelligence and machine learning platform to elevate the adidas brand for an emerging fashion and luxury audience.
CHALLENGE
adidas aimed to create a pinnacle expression of both their Sport and Originals labels to engage an increasingly influential fashion and luxury audience.
SOLUTION
A new store concept with a curatorial thesis rather than a strict product assortment. The "Space to Play" theme at 8428 was anchored by "The Skylight," a generative machine learning platform that programmatically explored the environment and artifacts of sport in Los Angeles.
As an immersive piece, “The Skylight” pulsed and shifted. Simultaneously, still frames were exported, upscaled, and utilized across various mediums, including posters, totes, and grand opening communications.
The result was an artful, elevated expression of the adidas brand resonating distinctly with the fashion and luxury consumer.
Amazon Ring
II.
“Welcome to the Ring Block”
Evolving Ring from a technology company to a lifestyle company at the world’s biggest electronics show.
CHALLENGE
In an increasingly competitive space Amazon Ring was falling into a hardware and software arms race. They needed to evolve their brand and experience in order to continue to own the category they invented.
SOLUTION
Launch a new brand strategy evolving from a security hardware company to a lifestyle content company at the most important tech show in the world. From strategy to design to fabrication, we created a wholly redesigned brand experience at Consumer Electronics Show in Las Vegas inviting attendees to “The Ring Block.”
Referencing mid-century architecture and the case study home experiments, The Ring Block is part yard party, part small business pop up and part product show room. A partnership with Leisure Hydration was the perfect stage to show new Ring Business innovation and the “worlds largest doorbell” photobooth captured stills and motion — just like a Ring product.
A DJ spun as the sun set. Product demos bled into happy hour which bled into spontaneous dance parties which cut people loose, spilling into the Vegas night.
adidas Originals
I.
“The Underground”
Transforming an adidas Originals Los Angeles flagship into a cultural institution for the enrichment economy.
CHALLENGE
The Originals label has been embraced by Downtown Los Angeles subcultures since the 1980s, but the brand has struggled to maintain a connection with the very communities that provide its cultural credibility.
SOLUTION
A flagship experience at the intersection of the jewelry, fashion, and banking districts, centered around a community enrichment space in the basement. Introducing “The Underground,” a cultural hub in a reimagined historic bank where originality is the currency.
Plasma cutters sliced through three-inch steel and layers of concrete to open the old bank vault, creating “The Lounge.” The Lounge is a space to hosts exclusive concerts, talks, listening parties, recording sessions, and workshops. It was a symbolic heist for Originals, reclaiming a space for creativity.
We elevated a local artist in a novel way: globally recognized grillz maker, Alligator Jesus, created his first ever large-format sculpture.
Trophy cases scattered throughout the space form a living archive, blending historic items with curated vintage collections. Everything throughout the spaces from vintage bags to the records on the coffee table are available for purchase.
The crown jewel is the meticulous restoration and reimagining of “The Vault” to create Safety Deposit Drops—a hybrid digital-physical-virtual brand experience. Using NFC technology and emerging innovations, each safety deposit box connects to adidas loyalty programs and the digital drop ecosystem, ADIDAS CONFIRMED.
Launching March 2025. More to come.
