BRUCE BOLT partnered with Whataburger for a limited edition glove drop that carried real cultural weight. It was a chance to step into a bigger spotlight and create something that felt like an event, not just a product launch.

I approached it as a fully integrated campaign built across multiple moments. First, an in-person live activation with “King of Juco,” where thousands of kids showed up for a chance to find a “golden bolt” hidden in their fries and win early access to the gloves. It required tight brand coordination on the ground and a clear creative vision to ensure the experience felt as premium and exciting as the collaboration deserved.

At the same time, we captured the day through a network of UGC creators, building out real-time social coverage that allowed the energy of the event to scale beyond the physical footprint. The goal was to make it feel like something you either were at or wished you were.

From there, I directed a long-form web film inspired by the feeling of Beatlemania. Crowd energy, anticipation, and the chaos of fandom. It turned the activation into something more timeless and narrative-driven.

We then brought it full circle with an in-person premiere at Minute Maid Park, coordinating a live drop announcement that connected the film, the product, and the audience in a single moment.

Because we only had one opportunity to capture everything, the creative and production had to be completely dialed in. Every beat needed to land, both for the kids experiencing it in real time and for the content we would carry forward.

The result was a campaign that moved seamlessly from live experience to social to film, creating a launch that felt cohesive, high-energy, and genuinely memorable.