Creating a brand experience worth sharing

Draper James was built to celebrate the originality, style, and creative character of the American South. SCAD develops emerging creative talent within that same cultural landscape. The opportunity was to turn that natural alignment into more than a single appearance or sponsorship—creating a sustained partnership with value for the university, the brand, and the students at its center.

I conceived and developed a yearlong partnership among Reese Witherspoon, her lifestyle brand Draper James, and the Savannah College of Art and Design. I shaped the partnership around a series of connected collaborations, content opportunities, and live moments rather than treating it as a one-time celebrity engagement.

The program culminated in a live award presentation and conversation with Reese, creating a high-value experience for the SCAD community while giving the broader partnership a compelling public focal point.

The partnership brought Reese Witherspoon into direct conversation with the SCAD community through a live award presentation and onstage discussion. The experience connected an influential founder and creative leader with emerging talent while reinforcing the shared values behind the relationship.

Surrounding collaborations and content extended the experience beyond the event itself, creating multiple ways for students, audiences, and media outlets to engage with the story.

The partnership generated coverage across fashion, culture, entertainment, design, and regional media. Its connected collaborations, content, and live programming gave press outlets multiple ways into the story—extending the impact well beyond the original experience.

The partnership worked because every element grew from the same central truth: Draper James and SCAD shared a meaningful belief in the creative potential of the South. That clarity made it possible to build an experience that felt authentic in the room—and relevant far beyond it.