We Are Royale‘s Partner/Executive Creative Director Brien Holman recently penned a piece on why the recent efforts around the adidas x Donald Glover collaboration were so successful at engaging unsuspecting (& lucky!) fans at Coachella. In addition to the stunt, adidas launched a set of short films featuring Glover and Mo’nique that were tangential to the act of selling shoes. Instead, the films played into Glover’s persona and used it as a halo effect on the product.
Read his piece in The Drum!