GRUNGY GENTLEMAN
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MADISON SQUARE GARDEN

CLIENT: GRUNGY GENTLEMAN
BRANDS INVOLVED: MSG (NY KNICKS, NY RANGERS), MITCHELL AND NESS
OUR ROLE: CONTENT CREATION, PRODUCTION
PROJECT DATE: 12/03/2016 - 2/06/2017


CONTEXT


I have something big for you guys... it’s with the Knicks and Rangers”

JACE LIPSTEIN
DESIGNER, GRUNGY GENTLEMAN


Grungy Gentleman designer and founder, Jace Lipstein, introduced his signature six-stripe design to Madison Square Garden this past December for the launch of “A Special Anniversary Collection by Grungy Gentleman.”
Our agency created a video for Jace (below) to promote the start of his exciting collaboration.


The Runway Show - February 2, 2017

Jace's partnership reached new heights during NY Fashion Week: Men's F/W 2017. In addition to his Fall/Winter 2017 collection, he also unveiled his Grungy Gentleman x Knicks and Grungy Gentleman x Rangers apparel collections.

Our visual team's core responsibility was to shoot, edit and deliver all content for the show by the following day.
We also understood on a personal level how overwhelming it was for Jace to juggle partnership priorities during the week leading up to his show,
So we stepped in and offered extra hands to support key areas before showtime:

  • Venue Walkthrough
  • Model Fittings
  • Rehearsal

Jace later revealed that New York Knicks forward, Mindaugas Kuzminskas would open the show, while New York Knicks shooting guard, Justin Holiday, would close the show.
Even more exciting, Rebecca Haarlow, sideline reporter for the NY Knicks would make a special appearance at the Grungy Gentleman runway show.
Our photographer, Anthony Laurienti, was able to catch some great shots of Rebecca in her honorary GG NY Knicks Tee, which she featured in a Grungy Gentleman editorial piece on MSGnetworks.com (read it here).

 
 

IMPACT

After all of the content was submitted to Madison Square Garden, we anxiously awaited the results from Jace.
Fortunately, MSG was beyond impressed with all of the material that Jace submitted. They selected two of our promotional shots to be featured in special advertisements on their 4 screen Jumbotron for select Knicks and Rangers home games.
The house was packed both evenings; as a result, the Jumbotron ads yielded roughly 40,000 impressions combined.

One of our photos (far left) was also used for an in-store promotion display at Madison Square Garden.

Our multimedia content was featured across a variety of social platforms between Grungy Gentleman, Mitchell and Ness, and The NY Knicks in addition to User Generated Content.

2/05/17: NY RANGERS APPAREL

2/04/17: NY KNICKS APPAREL