Bel-Air Athletics
I coordinated what Will Smith wanted to promote with Westbrook’s social and production teams, so product launches could fit around his availability and the wider content schedule.
- My role
- Merchandise Manager | Good Goods / Westbrook
- Relationship
- Employee · Good Goods / Westbrook
- Employment tenure
- October 2016–May 2020
The assignment
Make launch content that matched Will’s direction while coordinating a busy social calendar and getting product samples ready for filming.
What I delivered
A finished product demonstration that Will published on Instagram on May 2, 2019, without needing him on set. A stand-in steamed color-changing tees, with Will’s recorded audio dubbed over the footage.
My contribution
- Liaised with Will on which products to promote and how he wanted to present them.
- Coordinated the Westbrook social team’s product content alongside its other deliverables and commitments.
- Coordinated with production to get samples delivered and ready for content.
- Arranged a stand-in for the initial product-demonstration video when Will was unavailable.
A launch without Will on set
Will was unavailable to create content for the initial launch video. I arranged for a friend to travel to the shoot and shave his hand so it would more closely resemble Will’s on camera. My friend filmed himself running a steamer across hypercolor T-shirts, revealing the color change. We dubbed Will’s audio over the footage.
Production account: Mark David, supported by his August 2022 project-reference email and the original May 2019 post. The collection photograph above is from a separate Bel-Air Athletics release later in 2019.
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