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WHY DO IT? Nike Japan

In 2025, Nike reintroduced “Just Do It” to a new generation with the global launch of “Why Do It?”

Designed to connect with young athletes where they are, the campaign reframes greatness as a choice not an outcome— handing “Just Do It” to today’s generation and emboldening them to write the next chapter.

We built a super looooong digital OOH Film plus multiple synchronized panels on the opposite end that took over the Shibuya subway. This memorable station take-over and social campaign highlighted a tapestry of global athletes while heavily featuring Japanese athletes, Shunsuke Izumiya, Sayaka Sato participating in the 2025 World Athletic Championships.

By honoring the past and celebrating today’s spirit of Japanese athletes, “Why Do It?” Empowers young athletes to become a part of the legacy.

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Creative Director: Nick Partyka

Art Director: Bowook Yoon

Art Director: Aya Naito

Copywriter: Hiroshi Kuyama

Designer: Dee Asada

Head of Production: Michelle Brough

EXECUTIVE CREATIVE DIRECTOR - VANS

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FIRST EVER VAULT BY VANS STORE IN NYC

In March 2019, we opened the doors to our first Vault by Vans pop-up boutique retail space on the Lower East Side in New York City. First established in 2003, Vault by Vans represents the brand’s commitment to pinnacle product design, told through the lens of heritage, art, craftsmanship and street culture. As the most aspirational creative expression of Vans, the Vault by Vans category is the brand’s platform to create and execute rich, culturally-connected stories and activate Vans through its premium collaborators and exclusive partnerships.

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JPEGMAFIA Crowd Sourced MusicVideo - Vans

Vanguards - Style, Creativity and Skateboarding Their Own Way

In our efforts to grow participation in skateboarding worldwide, we told a story around four female skateboarders and how the growing sport allows for creative self-expression and inclusivity. This film launched a season-long, integrated brand campaign with skate clinics that have introduced over 8,000 new people to skateboarding.

Director: Kai Regan AD: Dave Happekotte CW: Sadia Noor

BRAND CAMPAIGN OOH DESIGN

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Spirit of DIY Brand Film

Inspired by the “Do It Yourself” ethos of the Hardcore Punk movement in the late 1970s, there is a thriving global community of musicians, artists, and fans that champion the idea of carving out your own path and not waiting for permission. When the goal is unfiltered creative expression, there is no perfect approach. The only real response is taking matters into your own hands and creating what you want to see. Meet a few of the global faces who are using the spirit of DIY to make things happen in their worlds, and in the process are influencing broader culture as a whole.

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THE BREAKFASTVERSE

REESE’S PUFFS X AMBUSH®

The Next Dimension of Breakfast

Reese’s Puffs once defined teen cool, but the brand had lost its edge with Gen Z leaving the cereal drifting toward irrelevance. We reignited the brand by repositioning Reese’s Puffs as a lifestyle icon. Instead of pushing product, we contributed directly to Gen Z culture across music, art, and fashion. By embedding the brand into the spaces where Gen Z creates and expresses themselves, Reese’s Puffs reclaimed cultural relevance and became craveable again.

For Reese’s Puffs first step into the fashion world we partnered with Yoon Ahn, and her future forward, high end streetwear label AMBUSH, to create a limited edition campaign asking fans to envision the future of Breakfast by entering into the Breakfastverse dimension.

We created a whole out-of-this-world world.

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The Chrome Puff

The ultimate breakfast accessory of the future

The question on everyone's minds, "How does one eat breakfast in the future?" To answer this we partnered with AMBUSH to create the ultimate breakfast accessory of the future. A limited edition Chrome Puff handbag that doubled as a cereal bowl. Each 6'“ chrome orb bag came with a collapsible silver spoon, leak-proof silicone divider to keep your puffs safe and puffy.

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The Collectible Ambush Reese’s Puffs Chrome Box

It mimics exact to the galactic color scheme of the Original Ambush Reese’s Puffs box in its graphics, but is given a chrome profile with reflective text & embossed elements with a limited number drops. The Original Orange box was available at all major retailers.

PACKAGING DESIGN LED TO THE BREAKFASTVERSE

The only place you could score a limited edition Chrome Puff was through an interactive online Metaverse experience that was the first of its kind for Reese’s Puffs.

We worked with Active Theory to create a futuristic multi-stage Metaverse located in outer space in a place called the Breakfastverse where fans could collect all the chrome puffs to win a limited edition silver hype box or chrome puff bag.

THE PUFF UP EVENT

We launched the collection in NYC with an exclusive pop up breakfast event. RSVP on OpenTable and try futuristic Reese’s Puffs breakfast concoctions, check out the chrome puff bag, score the hype box and be the first ones to dive into the Breakfastverse experience.

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Designed by Yoon AMBUSH®

CDs: Mindy Benner, Daniel Chen Creatives: Lucy Logan, Caite Blalock, Tyler Archibald, Will Lindberg, Jimmy Burton, Des Dir: Derek Vander Griend, Prod: Isabella Lebovitz

JORDAN BRAND - RE2PECT

In 2014, we celebrated Derek Jeter's 20 year career in a big way. By giving everyone - even his arch rivals, a password to join the party. One unifying, made-up, funny, six-letter (and one-number) Twitter-able word: RE2PECT.

We showed RE2PECT by tipping our caps.

We showed RE2PECT on 34th St.

We showed RE2PECT with a couple of painted murals around the city.

And during Derek's very last game at Yankee Stadium, his little nephew showed RE2PECT.

Even a few fanatics showed some RE2PECT... on their skin.

GROUP CREATIVE DIRECTOR - THE "➕ " BRAND CAMPAIGN

We’ve all heard it before “You’re too Asian.” “You’re too American.” Words that made us feel like we could never fully belong to either side.

For generations, Asian-Americans have been stuck between two worlds — made to feel like we have to choose.

And in trying to belong, we’ve had to forfeit so much of ourselves: our names, our food, our language, our stories.

But what if being both is exactly what makes us uniquely powerful?

ASIAN+AMERICAN is a platform that celebrates the duality of being both Asian and American.

The “+” isn’t just a symbol — it’s a reminder to embrace what makes us uniquely more: a beautiful blend of both the Asian parts and the American parts.

The “+” stands for more — more strength, more pride, more possibility.

A symbol of inclusivity, resilience, and the power of living fully in both worlds.

ASIAN + AMERICAN ANTHEM FILM

Director: Sean Wang

VO: Sandra Oh

Photographer: Jingyu Lin

Featured in Forbes, CBS News, NBC News, Adage, Adweek, Campaign US, Clios, Shoot Online

👆Teaser Film

CREATIVE DIRECTOR - NATIONAL FOOTBALL LEAGUE

Director: Max Malkin GCD Partner: Zach Hilder AD: Chris Ruh CW: Garrett Radford

IT TAKES ALL OF US

It takes all of us working together, side-by-side, to create a better future for the game and for the country. To kick off the 2020 season, we launched a message of unity and hope inspired by LaDanian Tomlinson's iconic HOF speech.

Directed by Paul Mitchell at Elastic

Music by Alicia Keys

NFL 2020 THE ROAD TO KICKOFF

Director: Paul Mitchell at Elastic Music: Alicia Keys GCD Partner: Zach Hilder AD: Nate Ripp

From the start of the 2020 season and beyond, our rally cry line was integrated throughout the NFL and league initiatives. All team endzones feature stencils with "It Takes All of Us" and "End Racism" painted on. Players now wear it as a decal on the back of their helmets along with other messages of racial justice or the names of victims of police brutality and systemic racism.

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JORDAN BRAND TV - Blake & Dr. Drain

When Blake Griffin wore his Jordan's to a summertime pick-up game, he elevated the game.

Blake & Dr. Drain

The Hypebeast Essentials of one of the greatest 3-point shooters ever to grace the blacktop - Darryl Drain, MD.

Boxes on Boxes on Boxes

Instagram Video

EXECUTIVE CREATIVE DIRECTOR - VANS

Black Rainbows are the marks skateboards leave on walls after a wallride. To see the marks as rainbows is to see through the eyes of a skateboarder, where everyday objects are seen in a new light, for a new purpose.

To kick off a year celebrating the Vans Era, the first shoe for skateboarding designed by skateboarders we wanted to remind people that skateboarders see the world differently. And if it wasn't for one group of skateboarders in particular (Venice's Z-boys), modern skateboarding would be very different. And we wouldn't have the Vans Era.

This event integrated with Vans retail stores around the Los Angeles to drive back to the central activation which took place in Venice, the birthplace of modern skateboarding and home to Tony Alva, designer of the Era. The immersive experience included a reproduction of a 1970s teenage surfer's bedroom, part of the infamous "dog bowl" -- a backyard pool nearby where Tony Alva executed the first air. Venice legends Suicidal Tendencies performed.

Black Rainbows - Dogtown Event

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WE ERECTED A STATUE.

OF A SKATEBOARDER.

In honor of Geoff Rowley’s historical 50/50 Grind down the LA Convention center Hubba, Vans commemorated 20 years since the historical feat with a bronze statue, placing it amongst many other legends in American sports. We even commissioned the same sculptor, Omri Amrany who created many of the statues at Staples Center, including Michael Jordan’s statue in front of the United Center in Chicago.

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CREATIVE DIRECTOR - NIKE CHINA

Shanghai is one of the fastest moving, most prosperous cities in the world. Being an athlete here means pushing yourself even harder, which is a tall order.

So right before the 2017 Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed – and be “SHANGHAI FAST.”

Experiential AD: Marula Vaz

NIKE Shanghai Fast - Film

AD: Max Pilwat CW: Arlene Lu Director: Nicolas Winding Refn

The Shanghai Fast Campaign launched with a city-wide takeover of traditional and non-traditional OOH - a print series shot by Pari Dukovic, challenging athletes to live up to the speed of the city, and speed-activated neon light messaging, turning Shanghai's Century Park into the fastest training ground in the world.

(The harder it gets, the faster we go.)

(Time to go next level.)

(There's a Fast called Shanghai.)

(In Shanghai, you gotta move faster than you talk.)

(There's a Fast called Shanghai.)

CREATIVE DIRECTOR - SPOTIFY

Spotify has over 2 billion playlists. Here's to the weirder ones created by their global community of listeners.

Spotify - Funeral

CD Partner: Brandon Henderson AD: NJ Placentra CW: Alex Ledford Director: Jim Jenkins

Spotify - Rap Caviar

CD Partner: Brandon Henderson AD: NJ Placentra CW: Alex Ledford Director: Jim Jenkins

Spotify - Global Warming

CD Partner: Brandon Henderson AD: NJ Placentra CW: Alex Ledford Director: Jim Jenkins

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CREATIVE DIRECTOR - COCA COLA

Director: Bjorn Ruhmann CD: Joaquin Salim, Mariana Oliviera Art Director: Clelia Hernandez Copywriter: Stewart Poindexter

SQUARESPACE TV - Dreaming With Jeff

In 2015 we made Jeff Bridges Sleeping Tapes, an album filled with relaxing sounds, stories and guided meditation to show how a Squarespace website can bring any idea, even the weird ones, to life in a beautiful way. What started out as a campaign with a TV spot to launch around the Super Bowl, turned out to be much more: an album that reached Billboard's New Age chart at #2 and charitable proceeds that helped feed 2.5 million hungry children.

The Cliff - :30 second teaser

Om - :30 second Super Bowl commercial

Both of these spots pointed to Jeff's project website where we sold limited edition vinyl records, cassette tapes and digital downloads of his Sleeping Tapes tracks.

http://www.dreamingwithjeff.com

Photography by Gary Land.

180 Gram golden wax. Debossed gold leaf pressed album cover featuring an illustration by Lou Beach. Album cover is die cut - so when you pull the record lining out, the illustration's eyes go to sleep.

CREATIVE DIRECTOR - BUD LIGHT

In 2017, we launched a new brand platform "Famous Among Friends" for Bud Light which focuses on the friendships we build over time and over rounds of beer.

Bud Light - Between Friends

CD Partner: Brandon Henderson AD: Sezay Altinok CW: Brock Kirby Director: Jim Jenkins

Coworkers

AD: NJ Placentra CW: Alex Ledford Director: Tim & Eric

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EXECUTIVE CREATIVE DIRECTOR - CHECKERBOARD DAY

On Nov 21st, 2019, the first Vans Checkerboard Day was launched as a global initiative to champion the power of creative expression around the world. I commissioned NYC-based agency, Grand Army to help develop an integrated suite of assets including this visual ID system, digital content and product kits for a highly successful launch.

Following a period of isolation, 2020’s Checkerboard Day focuses on the vital role creativity plays in helping individuals and communities address mental health and well-being.   This year, Vans will support 10 charities from around the world whose shared purpose is to use programs focused on creativity as resources for coping with the stressors that impact mental health and well-being, by donating a collective $1 million.

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JORDAN BRAND TV - BGCP3TVinHD

For decades the Lakers had “Showtime”. But when Blake Griffin and Chris Paul teamed up on the Clippers, they were crowned LA’s new Showtime. So to launch their new shoes and their new season, we gave these two considerable talents a show called BGCP3TV in HD and ran the episodes on Adult Swim. Directed by Neal Brennan.

Television show illustrations by Filip Peraic. Animation by Elastic.

BGCP3TVinHD

BGCP3TV in HD - Episode One, starring Blake Griffin and Chris Paul

BGCP3TV in HD - Episode Two, starring Blake Griffin and Chris Paul

BGCP3TVinHD X LA Neighborhoods Tee.

We welcomed in the hoards of new Clippers fans with The Bandwagon. We painted a station wagon red and stuffed it with an 8-piece band that drove all over LA playing the theme song to Sanford & Son.

The Bandwagon not only served as a transitional segment within the TV show, but as a physical extension used to continue the conversation on the streets and on social, well past the Adult Swim broadcast.