Our challenge was to welcome in a new kind of fighter, while remaining faithful to the spirit of the brand.

IF I RISE created a huge boost in popularity for the brand, propelling their instagram following over 100k in a matter of days, gaining admission to film festivals across the globe, receiving rave reviews from independent film magazines and fight promotors alike. But the stat we are most proud of is this one: The purple gloves featured in film have remained in such high demand, they’ve been on back order ever since, with production unable to keep up with new orders.

In memory of the 34 crew members who died on September 11th, 2001, Paul “Paulie” Veneto, a retired flight attendant himself, would Push an Airline Beverage Cart 224 miles, from Logan Airport, to New York City, arriving at Ground Zero on September 11th, 2021.

Power Forward, a 501c non profit, would sponsor the event, raising money to support their sober living scholarships and 9/11 charities. It was an one-of-a-kind opportunity to do incredible good, and bring national attention to Power Forward’s mission. And they asked us to help them seize it.

In March of 2020, a brand that thrived being seen by the right people in the right showrooms looked up to see the world closing its doors. For the foreseeable future, there would be no walk ins, no appointments, no exposure. They needed new ways to get their products in front of clients and convey their unique style, beauty, and quality. And fast. The digital future that everyone suspected was coming eventually, had arrived, overnight.

They came to us looking for help creating videos, what they got was a virtual showroom supported by a brand eco-system that drew in visitors from all corners of the web. The results were très magnifique.