ATIBA JEFFERSON | LA CAPSULE COLLECTION

PROJECT OVERVIEW

Client: Mountain Dew (PepsiCo) – Green Label Exclusives Division
Role: Archive Monetization Strategist & Multi-Platform Campaign Architect
Timeline: 2014–2015 (Part of six-year PepsiCo strategic partnership)
Category: Creator Archive Commercialization, Celebrity Integration Strategy, Cross-Platform Retail Campaign

Most people would print the photos on a tee and stop. I turned an archive into a distribution play.

Atiba Jefferson had a deep Los Angeles photography archive. The job was to make it sell across markets, from core skate shops to Urban Outfitters, without losing credibility in either room.

I built a tiered retail strategy across five channels, anchored a celebrity cameo framework with the likes of Eric Koston, Paul Rodriguez, and Blake Anderson, and made an HVW8 Gallery exhibition the launch, 100 prints and lines down the block.

The campaign drove 20M-plus impressions and sold 2,200-plus units across all five retail tiers, holding its credibility in core skate and mainstream fashion at the same time.

One narrative can travel from a skate shop to Urban Outfitters without diluting, as long as the story stays tight across every tier.