Experience Design + Creative Strategy
GumboLive: An
Momentum WW x
IPG Mediabrands Experiment
When your first real job offer out of college is at a "Millennial Think Tank" with a focus on "Blue Sky Thinking," where you're tasked with being a "Change Agent," explaining exactly what it is you're signing up to do to your Boomer parents isn't easy.
In short, we were a collective - or maybe more like a motley crew - of smart young people from non-marketing backgrounds, working on quick turnaround youth culture briefs from our parent agencies, Momentum Worldwide and IPG Mediabrands, from a loft in New Orleans.
From beer to airlines, streaming services to soft drinks, wellness supplements to vaping devices, we came up with ideas for all types of industries, and we came up with them fast. These thought-starters were then delivered to our parent agencies to run with, and often never heard about again (occasionally we would stumble on some article, press release, or panel that we originally concepted, but we were rarely given credit for our work because we didn't touch the execution).
Was it a shame to see GumboLive die? Yes.
Was it surprising? No.
Was it the best 3 years of my life? Maybe.
Was it an invaluable crash course into the marketing world? Absolutely.