I recently had the chance to work with a great brand, Brine (top lacrosse brand in the country), and their partner ad agency, JWT Detroit (whose digital arm and Honest deserve huge props for building the site and app so quickly). The challenge was to bring a little edge to the brand without cannabilising the sense of unity and sportsmanship already associated with the Brine. Working with creative director, Matthew Jacobsen, and art director, Greg Bokor, we came up with the concept of the Brine Tribe. This platform allowed us to use social media to bring a sense of tribal connectedness to life. Here’s how it worked.

1. Visit the Join the Tribe site. Taking our visual cues from African tribal masks, our audience (8-18 year old lacrosse players) could literally create self-portraits of themselves out of the clients products. (Needless to say the client was thrilled to have customers investing themselves so completely in the brand.)  

Read more here:  http://bit.ly/z6lpS