Game Face Grooming; Miami Launch Campaign
Role: Creative Director, Photoshoot Director, and Graphic Designer.
For our senior capstone, advertising students were tasked with developing a Miami-centered awareness campaign for Game Face Grooming's Sneaker Wipes that builds on a halo effect around the brand's existing license with the Miami Heat, creating a scalable framework to expand into six additional cities with NBA licenses. launching Game Face Grooming in the Miami market through a fully integrated campaign. As elected Creative Director, I led the creative development, and photoshoot direction while collaborating closely with strategists to shape a cohesive, budget-backed launch plan.
Over the course of the semester, our team produced a full suite of deliverables — from brand positioning and campaign concepts to content, design, media, and executional strategy — all built for real-world implementation. The client will be implementing our proposed campaign in Q1.
TARGET AUDIENCE:
Meet Marco.
Miami’s young luxury-lifestyle professionals (24–34)
Lives in Brickell, Wynwood, and Miami Beach.
Predominantly male, single, and college-educated
Works in finance, real estate, hospitality, sales, or marketing
Earns between $75,000 and $95,000 with potential for upward mobility
Confident, sociable, and image-conscious.
BIG IDEA:
STEP IN STRONG.
Whether Marco is working toward a promotion at his finance office in Brickell, hitting the bench at his overpriced gym, meeting his Hinge date at Casa Tua, or staying up until 6:00 a.m. at Club Space with his friends, he cares a lot about how he is perceived, and Game Face Grooming enables him to feel more confident in his Miami lifestyle.
We began with concept testing to ensure our visual direction connected with our audience and reflected the brand’s vision. After two full shoot days and 300+ assets captured, followed by weeks of crafting and editing, the campaign came to life. Here’s what stepping in strong in Miami looks like.
OUT OF HOME ADVERTISEMENTS:
During Ultra, we plan to take over the Miami metro with festival-focused ads that highlight keeping your kicks clean during the city’s biggest music week. Our digital billboards extend this energy with Miami-inspired visuals—Wynwood-style art, “Miami English” phrases, and bold lines like “Literally the cleanest kicks in Brickell.” We use the brand’s signature blue across vibrant backgrounds, incorporate local nods like “ya tu sabes,” and tie in cultural references such as “Like a cafecito for your shoes.” Each execution includes QR codes linking to the website or Amazon for easy tracking and engagement.
BRAND ACTIVATIONS
THE SPOT POP-UP
MIAMI MARATHON
SOLES BY SIR WYNWOOD MURAL
MIAMI MARATHON
THE SPOT POP-UP
SOLES BY SIR WYNWOOD MURAL
Game Face Grooming will partner with the Miami Marathon to bring runners a fresh, high-energy on- site experience. Marathoners can stop by our brand-ed shoe-cleaning stations to test our signature sneaker wipes and refresh their kicks post-race. The activation will also feature a curated selection of grooming essentials from the full product line, giving athletes the chance ti sample, reset, and recover in true Game Face style
Game Face Grooming will team up with Miami’s premier barbershop, The Spot, to bring together locals who take pride in looking sharp from head to toe. Guests can experience our sneaker cleaning wipes firsthand—perfect for keeping kicks as fresh as their fade—along with the full lineup of men’s grooming essentials. It’s the ultimate blend of style, self-care, and Miami swagger.
Game Face Grooming will partner with Miami artist Soles by Sir for a special creative activation during Art Wynwood, taking place in February. Soles by Sir will design a custom mural that captures the event’s modern, contemporary spirit by bringing bold artistic expression to life in a way that aligns with Miami’s vibrant culture. This installation will draw in trendsetters and art lovers alike, offering a unique, immersive experience that elevates brand visibility and connects Game Face Grooming with audiences seeking fresh, standout moments,
SOCIAL CONTENT
Social Strategy:
Our social strategy reintroduces Game Face Grooming with a refreshed identity, beginning with a clean feed reset and new handle, @gamefacegroomingofficial, to boost visibility. We’ll share consistent, purpose-driven content that highlights the brand’s lifestyle appeal—especially its signature sneaker wipes—while showcasing the full product line. Through a mix of educational, lifestyle, and user-generated posts, we’ll build trust, strengthen brand recognition, and position Game Face Grooming as an essential part of everyday grooming.
Brand Persona:
Game Face Grooming’s social persona is confident, direct, and effortlessly relatable. It feels like a friend who knows what works and keeps things simple—no ego, no fluff. The tone is modern, approachable, and grounded in authenticity, making grooming feel easy and achievable for everyone.
Social Goals:
Increase followers on Instagram by 100% by end of Q2
Increase followers on TikTok to 2,000 by end of Q1
Invest in purposeful influencer collaborations to increase brand awareness
BEFORE FEED:
AFTER FEED:
