The Concept
Pulse of the City was Moose Knuckles' largest global campaign of the year, built on a simple thesis: the brand doesn't just sell in major cities, it belongs in them. The campaign set out to anchor Moose Knuckles to the cultural rhythm of New York and Toronto, two markets where the brand had existing presence but needed to feel like part of the fabric of the city rather than an imported label. Every creative, talent, and activation decision rolled up to that idea.
THE FACE OF THE CAMPAIGN
I led the casting strategy and secured Amelia Gray as the face of Pulse of the City. The decision was deliberate. Amelia represented exactly the kind of cultural proximity the campaign needed, a model and creative voice who holds real credibility at the intersection of fashion, music, and downtown culture without feeling over-exposed or over-branded. I managed the outreach, the pitch, the contract negotiation, and the creative alignment between her team and ours. Her involvement gave the campaign an immediate cultural anchor and set the tone for every activation that followed.
THE 360 STRATEGY
The campaign was built as a fully integrated moment across Paid, Owned, and Earned channels, with every execution designed to reinforce the others.
Press and Editorial
I owned the press strategy end to end, writing and distributing the campaign press release in-house, coordinating with our global agency partners on pitching, and securing editorial coverage across fashion, lifestyle, and culture publications. Executive press opportunities were built into the rollout to support the CEO and Creative Director as voices of the campaign.
Paid Influencer Partnerships
I developed and executed the paid creator strategy, selecting narrative-driven talent in New York and Toronto whose audiences mirrored the campaign's cultural positioning. Briefs were built to prioritize storytelling over impressions, and every partnership was contracted with usage rights to extend the content across owned and paid channels.
Organic Seeding
Alongside paid, I ran an organic seeding program targeting VIP talent, editors, stylists, and cultural tastemakers in both cities. The goal was to place product with people who would wear it in their real lives, not as a paid placement. The program fed the organic social conversation and generated content that felt earned rather than bought.
Events
I led the event strategy and execution for two marquee brand moments, one in New York and one in Toronto. Each activation was designed to bring the campaign to life in-market, with invite strategy, programming, talent integration, and content capture all built to reinforce the campaign narrative. The events generated press coverage, creator content, and consumer engagement that extended the campaign well beyond its launch window.