CHALLENGE

CONCEPT

EXECUTION

I remembered LeBron James had "Chosen 1" tattooed across his back. It was a bold symbol of dedication, accomplishment, and confidence—everything we needed to represent in our young athletes.

The International Children's Games were coming to San Francisco. But despite being a global event with decades of experience, it wasn't being perceived as a legit athletic competition. Attendance estimates were a cause of concern.

With a budget slightly bigger than the athletes' allowances and the genius of Jill Greenberg, we injected our kids some much needed badassness.

The kids and their families ate it up. So much so, we offered free soccer ball haircuts and temporary tattoos at the opening ceremony to turn kids into walking billboards for the duration of the games—helping us crush all attendance goals.

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