welcome to
CRAZY, INSANE IDEAS
a quick look into how I ideate, scary right? dream big or go home.
ESPOLÒN WANTS TO COVER YOUR RIDESHARE SURGE CHARGE THIS HALLOWEEN!
The Espolon Fare Share idea was just born out of a passing "It would be cool if we could cover people's rides after those Halloween parties in the city." And it turned into a full-blown campaign that's covering up to 50% of the surge charge. The Fare Share name was coined by me, and the copy used across all campaign messaging also came from me.
HI-CHEW JUICY GLOW COMBO
A multi-product collection that brings the Lychee + Raspberry flavor to life. Each product highlights a different connection point to the flavor, creating a cohesive collaboration anchored in the Lychee + Raspberry story.
As a collection, it also creates a larger cultural moment with greater potential for influencer storytelling and consumer engagement.
There was so much synergy between these brands that I loved the idea of making a PR kit as part of a larger partnership.
-196 GREEN TEA LAUNCH
Launch a pop-up store where everything inside costs exactly $1.96, but the twist? Everything inside is green! A jade plant. A green vintage jacket. A green Fuji Camera. A lime green PS5 controller. A Rolex with a green face. Everything– valuable or completely mundane– costs exactly $1.96 and comes with a can of -196 in your hand.
We'll work with Gen Z cult favorites - Depop or Pickle - to host the Pawn Shop and allow their users to bring in something green and sell it in exchange for a case of our new Green Tea.
FASHION WEEK'S BIGGEST RULE BREAKER ISN'T A DESIGNER– IT'S ESPOLÒN DROPPING AN ALL-WHITE ‘BLANCO’ LINE AFTER LABOR DAY!
Fashion’s most iconic “rule” (no white after Labor Day) was never about style. It was about status. Fashion Week still runs on the same system. So why not break all the rules during fashion’s biggest week by saying, “f– the rules; we play by our own.”
The collection launches on the streets outside Fashion Week’s biggest stages– where the street becomes the runway, and anyone can attend. After the show, the line is available for sale right on the street– all for under the price of a bottle of Espo!
SARTI SPRITZ HAS LANDED
BEFORE SARTI HITS SHELVES, IT HITS FEEDS.
VIP PR DELIVERIES: Hand-deliver premium Sarti packages to mid-tier and macro multicultural creators across our key ATL markets to start building excitement. Crafted to be shared digitally and drive obsession, we’re creating word of mouth before the word’s even out!
OOH TEASING: We'll create Interactive billboards and guerrilla signage that appear in key neighborhoods of NYC, encouraging passersby to crank and reveal that following the pink brings them to a sweet Sarti surprise.
CULMINATION: To celebrate one of the last Summer Fridays, the S.S. Sarti will interrupt NYC's rivers with pink, spritz-inspired boats ready to transform your commute into an evening of discovery and fun.
ESPOLÒN AND MCOBEAUTY LAUNCH THE FIRST-EVER MAKEUP LINE YOU HAVE TO BE 21+ TO PURCHASE
We’re launching an alcohol-forward beauty line that stars a tequila-resistant (or agave-infused) lip gloss. We’ll get “to all” by taking over bar bathrooms and reskinning them as “Beauty Bars”. The twist? Each order comes with a bottle of Espo, so you’ll need your ID.
WHILE THE EMMYS HONORED THE FEW, ESPOLÒN GAVE THE LIMELIGHT TO THE REAL MVPS: SEAT FILLERS!
THE REAL ICONS PARTY (R.I.P.)
INSIGHT: Award shows are dead. Actors say they use their trophies as doorstops… and we honor them? So why don’t we honor the real MVPs of the night with an award that is ACTUALLY useful?
CULTURAL MOMENT: The Emmys
BIG IDEA: While the Emmys hand out trophies no one knows what to do with, Espolòn hosts the only after-party that honors the people who actually kept the night alive– the seat fillers! During the show, seat fillers are given a pink identifier (i.e., a corsage or pin) that will act as their entry to our party. Everyone walks the pink carpet and leaves with our actual drinkable Espolòn Trophy!
-196’S NEW VENDING MACHINES DON’T TAKE MONEY… BUT THEY DO TAKE MUSCLES
INSIGHT:
Grip strength has become an increasingly trending topic to show how strong someone really is. So to highlight the strength of our new -196 Strong Zero, we’re testing grip strength to the max, so we’re turning that pregame tension into a launch ritual: one strong squeeze to unlock the night.
IDEA:
We’ll create carnival-style grip-strength vending machine pop-ups in key cities in places where pregame decisions happen or right before people head out (think: convenience stores, rideshare pickups, apartment buildings, venues before doors open) Squeeze hard enough, and a cold Strong Zero drops right out of the chute!
THE PENNY IS DEAD. SO ACTION BRONSON MINTS THE BRON-CENT: CURRENCY GOOD FOR ANY SIDE OF YOUR GOOD TIME
The Mint Drop: Bron-Cents are distributed in-stadium, and fans are encouraged to find them. Each Bron-Cent is Numbered.
Spend It: Fans redeem their Bron-Cent at participating MMS bars for a free Minute Maid Spiked.
Keep It: Once they show us their number, the Bron-Cent becomes a limited-edition collectible.
GRENADE
RENT-A-HYPE MAN
INSIGHT:
People need a little confidence boost these days, whether they're at the gym or just walking around the neighborhood, and the good news is, we LOVE hyping people up.
CONTENT-FOCUSED IDEA:
Let's create a recurring character on our social media page that is over-the-top hyping people up. He'll pop up in the most unassuming places and give everyone a little pep talk. And of course, he'll hand you a Grenade bar too.
IT'S CRACKVERTISING
Let’s bring the crack front and center this winter by cracking some (NEW PRODUCT NAME) - but in January, it’s a little cold for flaunting your plumber’s crack.
So we’ll create a limited run of sagging snow pants to show off your crack while you have a crack at a (NEW PRODUCT NAME), plus a pocket that fits your protein bar perfectly. We’ll launch on social and giveaway through a sweepstakes. Amplify further by working with micro-influencers or creators to wear these to ski resorts and capture content, or having street teams hand them out on the slopes.
ESPOLÒN PARTNERS WITH SPIRIT AIRLINES TO ELIMINATE THE CLASS SYSTEM -LITERALLY- ON CHEAP FLIGHT DAY
Spirit Airlines passengers know the deal: rock-bottom prices, rock-bottom expectations. But everyone wants to feel like they’re First Class. So on Cheap Flight Day, all passengers will receive the NO CLASS BOARDING PASS: the VIP treatment from gate to landing.
FLYING BUDGET SHOULDN’T MEAN LOSING QUALITY.
