Millie Skies
Client
FREE AF
Location
Los Angeles
Year
2024
Credits
Creative Agency — New Ground Steven Fernandez & Simon Turner
Brand / Content / Social — Max Lawton
Brand — Free AF
Creator — Millie Skies
The Objective
Free AF needed cultural momentum behind its retail expansion. The work had to feel like something people wanted to share, not something they were being asked to watch.
The Insight
The best creator partnerships do not make the creator act like the brand. They give the creator enough space to make the brand feel like them.
The Execution
I shaped the partnership and built a series of tailored videos with Millie for in-store, paid social, and wider retail activation.
