Latest Work 8
SUMMARYSotheby's engaged PRZM to help the auction house reach next generation audiences for their collaboration with The Strokes' Fabrizio Moretti and renowned Old Masters Collector Fabrizio Moretti. To tap younger audiences and bring fresh energy to its Old Masters division, we curated and handpicked a group of 20+ next gen creators and New Yorkers to serve as ambassadors for the immersive exhibition and drive social traction around the collaboration. As a result, we achieved over 850K+ unique impressions on social media, inspired a wave of youthful interest, and shed a new light on Old Masters. Sotheby's outperformed sales estimates for nearly every lot in the exhibition, and attracted younger, first-time bidders to the sale.
SUMMARY American Express hired PRZM to better understand and engage global Gen Z customers across 25+ international markets. PRZM developed a 30+ page guide on Gen Z financial trends and consumer priorities. We then hosted two virtual focus groups with 20+ global Gen Z participants across 8 time zoness. We developed and managed a survey with over 100+ Gen Z consumers to provide both quantitative and qualitative feedback. The project is driving global impact as our recommendations are informing how the company can attract and market to thousands of potential new next gen customers
CONTEXT The internationally renowned American Ballet Theatre partnered with PRZM during the pandemic shutdown to strategize programming, execute content, and launch the official ABT TikTok channel - attracting a younger generation without compromising their heritage.
To help navigate the traditional ballet company through unfamiliar, short-form, digital territory, PRZM secured verification for TikTok's handle on Day 1 to protect the brand. We then laid the foundation with a virtual "TikTok 101" Masterclass for all ABT dancers and staff to share best practices and techniques.
Through a mix of interactive entertainment, dancer-partnered content, original sound, and sharp editing, PRZM established ABT as the leading performing arts institution on TikTok. Taking risk while working with limited resources, we gained 40K+ Gen Z followers, 600K+ likes, and 2 Million views in just the first two months.
RESULTS PRZM partnered with visual marketing platform Later to present a 15-minute keynote presentation on Gen Z marketing trends for their annual LaterCon summit. The talk was attended by over 60,000 individuals globally and featured brands including Fenty Beauty, Parade, Mad Happy, and Glossier.
RESULTS In order to understand next gen beauty and bodycare trends, Flamingo/Harry's asked PRZM to create a presentation outlining the key ways Gen Z is changing the landscape of the self-care space. We created a customized presentation combining multi-media research across platforms including TikTok, Instagram, and Youtube, to identify key recommendations for their next engagement strategy. As a result of our work, Flamingo launched their "Bush 2020 campaign," which embraced the "grow-choice movement" and body inclusivity that we identified in our 20+ page report
SUMMARY For New York’s acclaimed winter antiques show, PRZM created a holistic marketing and social media campaign to attract younger, aspirational collectors. For a non-profit with limited funds, we partnered with Luke Edward Hall for Creative Direction. He crafted a signature campaign color palette, illustrative designs and large scale mural for the show. We then interviewed multiple influential designers, enthusiasts and collectors for an Instagram story blitz garnering 1M+ impressions, and coverage in Vogue, Architectural Digest, The Standard and Town & Country..
SUMMARY In this activation co-hosted with OUT Magazine, we helped New York and LA-based membership club Spring Place bring together next gen LGBTQ+ activists for a unique luncheon and portrait series in honor of World Pride. In order to achieve this, we led partnerships with a range of brand-aligned sponsors for the event, including @Levis, @thebouqsco @fluidebeauty @ponsontpaper @malinandgoetz and @lisasaysgah. Alongside the lunch, PRZM creative directed a portrait series optimized for social sharing for each guest to help elevate their message, driving broader engagement and impact beyond the event
SUMMARYIn partnership with Maddie Ziegler, we set out to build a brand strategy and launch campaign for her namesake fashion line, Maddie. To successfully retain a young Gen Z audience across North America, UK and Australia, every detail had to be authentic and entertaining. We began with the Maddie herself and established a two-way dialogue and surveys with her devoted audience. This real-time, daily interaction allowed the brand to break down barriers and build early trust receiving instant feedback on design, pricing and platforms, and involving Maddie's customers throughout the journey and design process. We then guided Maddie and other creators to mix highly produced assets with loose, imperfect-perfect content native to multiple channels - Instagram, YouTube, Snapchat, in store, paid media and e-commerce. We layered on an intense media blitz, “friend-fluencers” and amplified it all with paid media to target parents who held the purchasing power. The brand reached $4M in revenue year one and sold out of key pieces at Nordstrom. The brand's social following went from zero to 1M+ with incredible 15%+ engagement.