During the summer of 2002, Camella Ehlke the founder of Triple Five Soul, one of New York’s longest standing streetwear brands, asked GH to pitch ideas for the clothing label’s marketing campaign. Camella and the VP of Marketing Ben Velez spearheaded the search for a new agency of record for the company. Our initial pitch was a hand made book with potential campaign ideas, reference imagery and responses from a focus group was put together to help evaluate current impressions of the brand.

After a month long process which included GH going up against several well known design and ad agencies, we were awarded the job. We worked directly with Ben Velez and developed a close working relationship with him until Cara Santiago took his place at the end of 2007.  Each campaign was the result of an iterative process where TFS would brief us on their aims and objectives for the season.  We would then brainstorm, concept, and present ideas for feedback. After the initial concept presentations we would further develop the season’s direction in collaboration with TFS. As the years progressed GH played a larger roll in all aspects of campaign production including photographer selection, model casting, location scouting/design and full team assembly.