Create an experience that honors unique artists, creators, and influencers in Houston, Texas that have made a name for themselves in the city through their culture. Inspired after Halsey x LA in the original Make Your Name - Be A King campaign.
The brand’s marketing efforts have often leaned on national, one-size-fits-all strategies that underdeliver in culturally specific experiences. At a macro level, we needed to develop trade assets that can scale and align with current initiatives. That was our focus when for the first portion of the project.
With macro trade assets done, we switched focus to regional experiences and imagery. The goal was simple: Reconnect with Houston’s consumer base that was driving sales through culturally relevant storytelling and vibrant imagery.
We built and hosted an event that celebrated our target consumer's culture in Houston. The event included a Q&A session followed by a live concert by Slim Thug, a prominent name in Houston music. We produced and live-streamed the event as well.
