Goodbye Gravity Social Strategy
Role: Creative Direction, Art Direction
Along with an exclusive, immersive brand experience, I led a team to develop a far-reaching influencer strategy shared on multiple social platforms to reach consumers who could not attend the event.
On Finish Line owned and influencer social channels, and with a focus on TikTok and instagram, we extended the story of the adidas and ISS partnership to consumers, driving sales and building brand hype in unexpected and exciting ways.
![](https://freight.cargo.site/t/original/i/9187ebc2ce1b0a8dd6ef977363707484f9dd1c0b8f2fff9a7412ea9b2fb1eea6/goodbye_gravity_Mockup.jpg)
To increase consumer engagement and tease the footwear release, we gamified the experience into a series of Instagram-friendly, interactive story posts.
![](https://freight.cargo.site/t/original/i/b36f92c20fc642bf7299e42eb05c1f9321b26a1ef6ceb89c9a4551c39d7aa7a6/Comp-1_12.gif)
![](https://freight.cargo.site/t/original/i/f27480c96e3d8582d190416e08eafc06b6b7e4b1c03122750bff4af029d945a7/Comp1-ezgif.com-optimize.gif)
![](https://freight.cargo.site/t/original/i/29bfac146934f369ee1c7ff5168c1a832288234358d550dab2df5192883fffdc/Comp1_11-ezgif.com-optimize.gif)
The social strategy included an influencer takeover of Finish Line Instagram and Tiktok channels to walk consumers through the experience.
![](https://freight.cargo.site/t/original/i/1bfbbdd3c23018747fc91728a6fc5933cf6de5e3c0d724a3b6871feb12e31f9b/goodbye_gravity_Mockup2.jpg)
![](https://freight.cargo.site/t/original/i/8f382768b8195f36aa1b29ea32228a6e32a6b1e88bab62beaae6a81a0eea1e3e/goodbye_gravity_Mockup3.jpg)
![](https://freight.cargo.site/t/original/i/205a4c614e01925ed4a46ab63fd970771bbd6334c2e804335f7c674e1d55408f/goodbye_gravity_Mockup4.jpg)
![](https://freight.cargo.site/t/original/i/2ba142e4effa5e86782f293b3a3f241c38683f7f07de684205a23f5aa675d631/goodbye_gravity_Mockup5.jpg)
![](https://freight.cargo.site/t/original/i/6ad9b58c0a64d32ec0f51684240ba1234bba2f338025b971732ccf89b6be98d8/goodbye_gravity_Mockup6.jpg)
We also created a super team of VIP influencers and creators to document and share their experience with their followers.
![](https://freight.cargo.site/t/original/i/2290d2c576fcaeeda157b04c7cea03aaffb9cc764b93c5565c89683a8ec7bb31/goodbye_gravity_Mockup7.jpg)
![](https://freight.cargo.site/t/original/i/c67d58ef624bc0ab6543834639406ab32a27f4cd0e6795161f179ba74ddcb7d8/goodbye_gravity_Mockup10.jpg)
![](https://freight.cargo.site/t/original/i/f802dfbea53804cc56fa717b393181b63f376a66be6a5bc04825e29b378e1b2a/goodbye_gravity_Mockup8.jpg)
![](https://freight.cargo.site/t/original/i/4542960e45ddab445992938b5092bf794e5de9fb5eeb3e01a0e733e7de924ad3/goodbye_gravity_Mockup9.jpg)
![](https://freight.cargo.site/t/original/i/8939b73c57d355d1347b9b71b5c6ec562ac3bf26e26c9d02851181793eb03422/goodbye_gravity_Mockup11.jpg)
![](https://freight.cargo.site/t/original/i/7ed8031f491d5d162291024257d82ae029a8f7c04865ae643c59b182255154bc/goodbye_gravity_Mockup12.jpg)
![](https://freight.cargo.site/t/original/i/1492d9bd0bc12c9130c724e633c4dedee0d8e17aa81b334a97836b2550e745b4/goodbye_gravity_Mockup13.jpg)
![](https://freight.cargo.site/t/original/i/566b3c2f27f4c35ac5efa40a1dc8ed7181442fc372b2a86b57c243d7d3f340af/goodbye_gravity_Mockup14.jpg)
![](https://freight.cargo.site/t/original/i/d346ba7897d8bb8b96238ee0799374b681060fe4eb7518e17efce0681c40f790/goodbye_gravity_Mockup15.jpg)
![](https://freight.cargo.site/t/original/i/4aa776e3503f1adb8695b01fea2b3290cc57b1742604f177514225f2d0332683/goodbye_gravity_Mockup16.jpg)
![](https://freight.cargo.site/t/original/i/f22f2ab79b04ffdc000b29b30ced12551f45054ff812e57c4592c995bd02bfa7/goodbye_gravity_Mockup17.jpg)
![](https://freight.cargo.site/t/original/i/0e3df245dc96eb2e202ccd5fb52077006fde421edc4e5fb1c11dad5a9279afc6/goodbye_gravity_Mockup18.jpg)
![](https://freight.cargo.site/t/original/i/1a4bf2c82906a6f580a3bab5ff3a5098dc60b13e427923771889d0708a10f2d7/goodbye_gravity_Mockup21.jpg)
![](https://freight.cargo.site/t/original/i/1ed14385330ab1fdc912e486e4320de1b52177ed7e656bcbd50e048614277836/goodbye_gravity_Mockup19.jpg)
![](https://freight.cargo.site/t/original/i/c3367031ea71f3bc07547b92c11f7137fac7c31924bf882e944c0461b9989e39/goodbye_gravity_Mockup20.jpg)
![](https://freight.cargo.site/t/original/i/9187ebc2ce1b0a8dd6ef977363707484f9dd1c0b8f2fff9a7412ea9b2fb1eea6/goodbye_gravity_Mockup.jpg)
Agency: Happylucky
Designer: Madison Bracken