This was one of my favorite projects because it brought together my love for film, statement socks, hip hop and skateboarding culture. IFC wanted a unique way to reach its core youth audience for the film, “The Land.” In order to do so, it was essential that we tap into the soul of street-culture-cool to generate a groundswell of earned media in an authentic and non-traditional fashion.

Inspired by the street, skateboarding culture in IFC’s film, “The Land,” the 40’s & Shorties, HUF Worldwide limited edition cross-promotional capsule began with socks and pins and expanded into a complete collection which included, a tie dye tee, coaches jacket, drawstring bag, and a skateboard deck, which were signed by the film’s executive producer and legendary hip hop artist Nas.

Premium items were given away to the ensemble cast and influencers at the exclusive LA movie premiere, posted throughout the campaign across official film and brand social channels, and used as contest giveaways to promote the film. Exclusive Nas signed skateboards can still be found on marketplaces such as ebay for $1000.00 and up today.