The Prisoner x KITH Partnership Opportunity
Design • Art Direction
Creative Direction by Stu Carnes & Casey Burke
Production & Photography by Caleb Ralston
Copywriting by Alex WattFine Wine Meets Street and Fashion
In a bold exploration of synergy between wine, art, and streetwear, I took the reins in crafting an organic Instagram post that broke free from conventional norms. Seamlessly blending The Prisoner Red Blend with a picture of shoes, I recorded my entire creative process in real time, using elements from the label artwork to curate a unique shoe design. This DIY-style endeavor not only captivated our audience but sparked the potential for a collaboration with the renowned NYC-based streetwear retailer, KITH.
What began as a creative experiment evolved into a strategic partnership opportunity, fusing the realms of wine and fashion. Guided by insights from our social team, we embraced skate and street culture in our content moving forward, paving the way for broader engagement. This entailed more organic posts and even taking our signature Red Blend to the skate park to shoot tailored content. This project also prompted internal discussions, leading to the creation of a dedicated team for “Organic Flips” to transform thriving organic posts into paid content across all channels.
Explore the journey of this design venture—from a simple Instagram teaser to a groundbreaking cultural moment for the brand, culminating in a compelling collaboration pitch.
Engagement Rate
289%
higher than average
1 hour after going live, the Instagram post had 74 comments, with all except for one on all platforms having positive sentiment. This number increased significantly over the course of the following 24 hours.
Shares
116 +
within the first hour on IG
The post also over indexed on shares (116 and counting within that first hour) on Instagram. This is an indicator of high interest, as people are likely sharing with friends who would also want to buy.
Total Impressions
22.0k
across FB, TW, & IG
Incredibly high sentiment and intent to buy. This over-indexing of consumer engagement demonstrates our audiences enthusiasm around this concept.
"Those are dope!"
"Yes I need those now please"
"Yes!! 🙌🙌🙌"
"Dude dont tease us I NEED these 😍"
"Yessssss 💯💯🔥"
"Those are dope!" "Yes I need those now please" "Yes!! 🙌🙌🙌" "Dude dont tease us I NEED these 😍" "Yessssss 💯💯🔥"
"I bet you could do a custom design shoe with @vans"
"Yes 💯"
"Take my 💵"
"Shut up and take my money!!!!!!!!"
"Size 6.5 please 😍"
"I bet you could do a custom design shoe with @vans" "Yes 💯" "Take my 💵" "Shut up and take my money!!!!!!!!" "Size 6.5 please 😍"
"I would but these!!!!"
"Absolutely! My son-in-law would love them too! Prisoner is his favorite!"
"Absolutely—send me the bill now 😎"
"Great deal!! Yes!!!!!"
"NEED 😍"
"Those would be my shoe of choice for wine tastings"
"I would but these!!!!" "Absolutely! My son-in-law would love them too! Prisoner is his favorite!" "Absolutely—send me the bill now 😎" "Great deal!! Yes!!!!!" "NEED 😍" "Those would be my shoe of choice for wine tastings"
