To help bring brand awareness and affinity to Forever 21’s mens brand, 21Men, during the busy holiday period we partnered with LA Lakers’ Nick Young to create a video campaign that connected his charismatic sense of humor and elevated fashion sense with our millennial male audience. By working with an athlete our audience already knew and loved, we were able to put 21Men on the map as a brand young men could covet, while cracking a few cheesy jokes.

The "Unwrap" campaign was created for the holiday season and featured then-couple Nick Young and Iggy Azelea. Nick Young's "Unwrap Your Game" garnished the most industry attention and was featured on USA Today, Sport's Illustrated, ESPN, Yahoo News, and NBC News.

For this campaign, I worked alongside the GCD to concept the overarching story of Forever 21's Holiday campaign and wrote all the copy throughout the various touchpoints (E-Commerce, Marketing, Digital Marketing, Video, Social Media). I also worked with the Video Director to concept, storyboard, and write the script for the campaign videos.

Company: Forever 21

Global Creative Director: Mike Gonzalez

ACD: Danielle Robles

Video Director: Mitch Lemos