This limited edition onsie was developed to use up a balance of Merino Wool fabric that was sitting with one of our vendors overseas. The value was to create buzz for the RF brand. It was such a highly successful social/digital campaign that we added a second production run to use up all remaining fabric and satisfy the disappointed crowd who had developed FOMO.

Video concept: I envisioned one of those adorable kids you see around town who simply refuse to take their Spiderman costume off, even to wash it. It took some convincing to get our marquee athlete, Wade Simmons, onboard for the video production…but only initially. The bank, grocery store, and especially the laundromat were all written into the brief.

Digital/Social concept: I sent several onsies out to industry influencers in exchange for a testimonial. This created the content for the Pinkbike article and social shares to accompany the video roll out. View Article

My role: Product concept, campaign brief, copywriting online article, logistics with influencers, creative sign off, oversight of product development.

Credits: Connor Mcleaod (video), Margus Riga (photography), Travis Bilton (product design and development), Siupo Low (product development)