FORMAT: Scripted Live Action
ROLE: Creative Director
The Zumiez Couch Tour was a cultural institution for a generation. These hype videos came out weeks before the tour started and were meant to reveal partner brands, athletes, locations, and build anticipation for the tour. For Boom Town we shot outside LA and were able to feature many of the skateboarders who would later be on tour with us.
FORMAT: Scripted Animation
ROLE: Creative Director
Video promotion for the Couch Tour was usually done in house with our own motion designers and a hired filmer. For this year we were able to work with an agency, expanding our capabilities to include animators and vocal talent. This medium provides you with more time and revisions to the script, so we were able to feature more of the talking points that were in development.
FORMAT: Documentary Film
ROLE: Marketing Director
At a time when Zumiez customers were diversifying their interests beyond skateboarding, we sought to tell stories of how non-skaters fit in the lifestyle represented by the brand. We used street artist FRKO to promote a campaign with rapper Action Bronson, which later led to FRKO designing an album cover for the artist. We later reached back out to FRKO for this documentary profile about his creative process.
FORMAT: YouTube Video Series
ROLE: Creative Director
While we were trying to build following in YouTube, I worked with the Northwest Registered Agent writing team to identify some high-traffic pages on the site where we could leverage video to increase time on page and conversion. Using this collage graphic style to support an informal and accessible tone, we produced videos walking the viewer through the process of forming an LLC in each of the 15 most popular states for LLCs. The resulting content helped add traffic to our channel while the embedded versions drove metrics on the site.
FORMAT: Omnichannel GTM Campaign
ROLE: Concept & Project Lead
When Zumiez launched a print catalog channel in the middle of an era where everyone else was expanding digitally, there was some question of how we could give it a modern, omnichannel component, and reward our best customers at the same time. I answered those questions with the Codes & Keys promotion, an alternative reality game that led customers across a sprawling experience of fake websites and easter eggs for points and prizes in the rewards program.
FORMAT: Omnichannel Ad Campaign
ROLE: Creative Director
Zumiez had a deep history partnering with endemic brands to promote their athletes when I took over the print ad campaign. I expanded the campaign by adding more ways to experience each ad, with accompanying videos, feature pages on Zumiez.com for the sponsoring brands, sweepstakes to give away unique and meaningful prizing (like the skateboard ridden in a Thrasher magazine cover shot) and live experiences like in-store autograph signings.