When I was asked to concept the brand positioning and content strategy for the launch of Hollisterco.com I thought about all of the kids in “fly over states” who wouldn’t believe the lifestyle kids in Southern California got to live. So I wanted to make Hollister inclusive instead of feeling exclusive like the surf and skate industries felt. So we made Hollister “a Southern California party everyone was invited to.” On this project we created a short film showcasing the PERFECT DAY from sunrise to sunset.