Back Smith to bacon drop.
Clean.

The Brief

Wendy’s had a media presence at the X Games, but media alone doesn’t earn respect. You can’t just roll up with a camera crew and expect to matter. To connect with this crowd, we needed content that spoke their language. That meant cultural fluency, creator energy, and a brand voice that actually hit.

My Role: Strategic Lead · Production Oversight

The Work

We built a creator-first campaign that felt real to the moment. Over two fast-paced days, I worked shoulder to shoulder with the creative team and X Games talent to shape content with authenticity, not polish. We cast real ones from the scene, gave them space to lead the story, and shot fast-turn, single-shot content with GoPro grit that was up close, in motion, and built to hold attention. The result moved through culture the same way the audience actually does.

Why It Hits

We didn’t just sponsor. We showed up with culture fluency. This wasn’t influencer marketing. It was inner-circle marketing. We brought in former pros, past medalists, and people still deep in the scene. They had the experience and credibility to make sure the work felt right. They helped shape the story from the inside out, lending a critical eye to keep it authentic. We let the insiders lead and turned brand love into real energy.

Bacon boards > banner ads.