WĀKE Launch

WĀKE was unique for two reasons: it was LifeProof’s first sustainable case and its first pandemic product launch. Plan A involved a product shoot at a Danish plastic recycler and a lifestyle shoot in Lisbon and Mont Blanc. Plan B was just Denmark with a freelance crew directed remotely. We had just enough time to capture the story about how salvaged fishing gear turns into recycled plastic used to make WĀKE before the world shut down. Despite the limitations, WĀKE launched on time to glowing reviews and strong sales.

Roles: Creative Director, Senior Copywriter, Pre/Post Production, Music Selection