EXECUTIVE PRODUCER

Route x Simple Gospel

OBJECTIVE

Design and produce a VIP event for Route to convert users to brand advocates while showcasing the app’s partnership with Justin Bieber and Josh Mehl’s brand, SIMPLE GOSPEL, a LA based non-profit streetwear apparel brand, through a launch of its latest ‘Ain't Nothing Like A Woman’ unisex capsule collection — available on Route for a limited period of time.

ABOUT THE PROJECT

Hosted by Justin & Hailey Bieber, the exclusive event highlighted one of Route’s favorite brand partners, SIMPLE GOSPEL. VIPs, tastemakers and celebs like Willow Smith experienced a star-studded female fireside chat moderated by American Broadcaster Cari Champion, the opportunity to shop the collection, alongside of listening to unforgettable beats from DJ Taylor James and performances from the three-piece all-female rap/R&B group The Chalice. BMF reimagined the notable LA-based lounge, The Nice Guy, for one night only, into ‘The Nice Gal’ speakeasy boasting bold graphic messaging, empowering discussions and inspiring performances. 100% of profits from the limited-edition collection, which sold-out in 24 hours, were donated to the Generosity™ Foundation, which raises awareness around social advocacy, women empowerment, social economic support for equality and justice for all.

Agency: BMF Media