strategic partnerships
Huckberry x Coors Banquet
Building off of Huckberry’s early success with sponsored content, I led a small team to build a comprehensive media and licensing campaign for Coors Banquet Beer. Enter the Golden Hour Series - a three-part collection featuring stories of three Huckberry ambassadors working tirelessly to make adventure more accessible to all. Each release included a short doc-style video, accompanying media, retail events (canceled due to COVID-19) and an exclusive drop of Huckberry x Coors Banquet gear. The campaign was the largest media and licensing deal to date for Huckberry.
Huckberry Explorer’s Grants
A cornerstone campaign for Huckberry, the Explorer’s Grants awarded one lucky reader an all-expenses paid trip of a lifetime with a Huckberry Ambassador. The campaign paired engaging content with viral social sharing and email capture, capturing over 300,000 qualified emails captured through three yearly iterations. As the project lead, I developed the creative concept and growth strategy, secured all partnerships, and led each campaign through execution.
Explorer’s Grants II in partnership with Chris Burkard
Explorer’s Grants III in partnership with Outside Magazine, Andy Best, Cyrus Sutton, Maddie Brenneman, and Dylan Gordon
Explorer’s Grants IV in partnership with Popular Mechanics, Loki the Wolfdog, Charles Post, Mike Coots, and Nick LaVecchia
Huckberry x Mikkeller Brewing
In 2018, I built and led the strategy and campaign for Huckberry’s first beverage collaboration with Mikkeller Brewing and their renowned Art Director Keith Shore. The Huckberry and Mikkeller teams worked together to build a concept around the ‘The Blue Hour’ - the period of twilight when the sun’s below the horizon and everything is cast in a hazy indigo hue. The result was a sour gose style ale, crafted with Yerba Buena from Huckberry’s hometown of San Francisco, the ideal beer for celebrating outdoor adventure. The campaign included a collaborative beer (available at Whole Foods and select specialty retailers across the country), landing page, custom product, artist profile, editorial content and launch events at Mikkeller Brewing San Diego and Mikkeller Bar San Francisco.
Huckberry x Westland Distillery
I led the partnership between Huckberry and Westland Distillery, the 2016 World Craft Producer of the Year to create custom casks for two separate Huckberry events in San Francisco and New York City. The partnership also included two Huckberry Editorial Features (I and II) highlighting Westland’s unique approach to creating American Single Malt whiskies.
Huckberry x The Dan Patrick Show
I led the execution of our partnership with The Dan Patrick Show — a podcast of choice for Huckberry employees and customers alike — and helped create an immersive content campaign aimed at driving new customer and user growth for both partners. The campaign focused around “Danette” Seton O’Connor and included podcast sponsorship, video, social sharing, and a custom Huckberry shop.
Huckberry x Whalebone
To help launch Huckberry’s flagship store in NYC, we teamed up with our friends at Whalebone Magazine on a content and event campaign that was true to the style, energy, and tone of Whalebone and Huckberry and went on to win a Gold ADDY Award from the American Advertising Federation. Building upon a dedicated Huckberry x Whalebone print issue that integrated Huckberry’s store, stories, and products, the campaign also included in-person events and VIP gathering, as well as custom content and features on whalebonemag.com and their respective channels.