Led global campaign marketing and experiential execution for Alpha Industries × Icecream, connecting the collection’s release with an exclusive preview launch at Silence Please in New York.

The campaign brought Alpha Industries’ flight heritage together with Icecream’s distinctive identity through coordinated storytelling, cultural partnerships, community engagement, and first-access shopping.

Global Campaign Strategy | Led the integrated rollout across PR, social, email, e-commerce, retail, and partner communications. Aligned teaser content, launch messaging, product storytelling, and post-event coverage with both brands’ teams and regional release schedules, including Japan.

Oversaw campaign approvals, asset delivery, and distribution messaging, ensuring communications connected brand discovery with clear shopping destinations across both brands’ websites, flagship stores, and participating retailers.

Silence Please Preview Launch | Developed and led an exclusive collection preview at Silence Please on October 15, ahead of the October 16 public release. The experience brought together skaters, artists, musicians, editors, and friends of both brands in an intimate setting built around music, hospitality, and product discovery.

Music by Father Bop, GRINDIN coffee, and Johnnie Walker cocktails created distinct points of engagement throughout the evening. Partner integration connected each brand to the guest experience while expanding opportunities for community outreach and content amplification.

UGC & Content Strategy | Vintage Polaroids by ESP Camera, featuring co-branded borders and custom sleeves, gave guests a personal takeaway designed to encourage sharing and extend the experience beyond the venue.

Directed photography and video capture across collection details, guest styling, shopping interactions, music, and hospitality. Event imagery and vertical video supported social storytelling, partner distribution, and post-launch communications.

Conversion & Sustained Support | First-access shopping gave guests an opportunity to purchase before the public release. A complimentary collection item with purchase, available while supplies lasted, added an immediate retail incentive.

Following launch, supplied supplemental creative and coordinated opportunities for additional email, SMS, social, and paid support, connecting the preview’s momentum with continued product visibility.

Leadership & Execution | Led cross-brand planning, venue coordination, talent booking, partner integration, budget oversight, creative approvals, and production management. Directed internal teams, agencies, and vendors across the global campaign rollout and on-site execution.

Activation Results | 2.2M reported impressions • $4.75K reported media value

Source: The Lede Company’s tracked attendee social coverage.