FRUIT OF THE LOOM

We Didn't Just Pitch the License. We Made Them Feel It.

Fruit of the Loom was competing against much larger players for one of the most coveted licenses in entertainment. A standard presentation wasn't going to win it.

I led the creative strategy for the Lucasfilm pitch — building an immersive experience around a life-sized R2-D2 presentation unit, costumed performers, and cinematic storytelling that turned a boardroom into something unforgettable. We didn't just show Lucasfilm what the product could look like. We showed them what the brand partnership would feel like.

It worked. A 10-year, $500M licensing agreement. The #1 boys' underwear line in the U.S. Record sales. Sometimes the pitch is the work.