first we feast, a complex food content megabrand, join the la kings to make the first nhl hot sauce and in-arena food show
overview of program
Design a line of merchandise that incorporates both the LA Kings brand with Hot Ones that can be used on various products.
Develop a player focused series incorporating the product in a way to bring out their personalities.
Develop an in-arena activation with set and branding for celebrity and VIP guests to participate during game time.
ARTICLES
Complex - “LA KINGS AND FIRST WE FEAST’S ‘HOT ONES’ REVEAL EXCLUSIVE NEW MERCHANDISE COLLECTION” - Link to Article
Entertainment Rocks “ LA Kings and First We Feast’s ‘Hot Ones’ Reveal Exclusive New Merchandise Collection - Link to Article
My Role
Creative director
Concept ideation
Photography director
In-arena game concept development
Press release and media coverage
Set designer
Merchandise designer
E-commerce director
Live event manager
Social campaign director
Content strateigst
limited release PRODUCT LINE with wearables and heatables
The approach
Develop a fun design, own-able merchandise collection with Hot Ones. Our output was a custom jersey and patch, a hat, a hot sauce, and a hoodie. Each of these items were featured on promotional graphics which included e-commerce, social campaigns, and video content.
The Results
Hoodie sold out within one week of launching
Hot sauce was the first and only ever NHL-produced hot sauce
The warm-up jersey auction supported the Kings Care Foundation generating added Sales
SAUCE OR PASS | THE ORIGINAL LA KINGS and FIRST WE FEAST SERIES
The approach
Develop a bite-size series working with players to get more personality out, and pinning the best hockey players against each other to answer questions seemed like the best approach. The series offered a fun way for the team to connect with fans during the pandemic lockdown.
my role
Creative director
Concept development
Talent manager
Game developer
Production direction
Social optimisation of cut-downs
Product placement strategy
SAUCE OR PASS | IN-ARENA ACTIVATION
The Insight
The COO of the LA Kings loves Hot Ones. He wanted to work with them and find a way to bring them into the brand and develop a new game for the in-arena show.
my role
Creative director
Set designer
Game concept creator
Talent manager
In-arena creative development
Live show scheduling
The Results
The first guest was infamous LA chef Chef Ludo.
This kicked off a celebrity reaction to playing the in-arena game which has now had guests like
Danny Trejo, Swae Lee, a Chargers running back, and nearly 100 fans since launching.
This continues to be the most asked for activation guests ask to do in-arena
Complex contract extension