Superare x Paper Planes
In the Spring of 2023 I directed the marketing rollout for the official collaboration between boxing gear powerhouse ‘Superare’ and streetwear apparel brand ‘Paper Planes’. Infused with a raw, 90s New York aesthetic, this campaign aimed to embody the authentic grit synonymous with both brands. From the bustling streets of New York City to the sacred confines of "Hiit the Deck" boxing gym, we crafted a visual narrative that conveyed the mantra "Greatness Is a Process" through a captivating digital short film and a monochromatic photoshoot.
With undefeated professional boxer John "The Machine" Vallejo as our lead, embodying the spirit of hard work and dedication, I collaborated closely with videographer Ebis Hernandez and photographer Evan Pierce. The campaign's launch saw the entire collection sell out within a mere few days, a testament to its resounding success.
Behind The Scenes
The making of the Paper Planes x Superare collaboration video in NYC with videographer (Ebis Hernandez) and pro boxer (John "The Machine" Vallejo). On location underneath the Brooklyn Bridge near Hiit The Deck boxing gym.
Social Media Review
Drew McCarver reviewing the products from collaboration at the Paper Planes Showroom in NYC.
Launch Party
This campaign officially debuted on February 23rd, 2023, at the renowned 'Hiit The Deck' boxing gym, where the unveiling blended a release party with an invigorating workout session. The event was not only punctuated by exclusive giveaway bags but also sponsored by the iconic champagne brand ‘Ace of Spades.' Led by seasoned trainers from ‘HTD’, influencers, models, and the Planes Crew were treated to an exhilarating boxing workout session, culminating in a spirited celebration of the collaboration's release.
