Bulleit and UnitedMasters asked Hypebeast to extend the 100 Hours Commitment with a Hypebeast-forward integration.
THE 100 HOUR RULE
360 Campaign
A campaign translating mentoring in music through editorial, podcasts, and activations.
Bulleit and UnitedMasters asked Hypebeast to extend the 100 Hours Commitment with a Hypebeast-forward integration.
The Pioneer Project did real work but lived in a vacuum. We had to make the process and impact visible and accessible without losing its craft ethos.
I centered the program across Hypebeast: document mentorship pairings, publish the journey, revive Business of Hype for deeper context, and bridge to IRL with a panel and installations that translated the work physically.
I built the mentor-artist pairings, produced and edited the content arc, relaunched Business of Hype for this run, and designed the event flow and installations in Bulleit's language. The story stayed coherent from screen to space—and the program felt present, not hidden.
Campaign came to life through editorial content, podcast series, live events, and digital activations documenting the mentorship journey.
A comprehensive editorial series documenting the mentorship pairings and their creative processes.
The relaunched Business of Hype podcast series featuring in-depth conversations with mentors and mentees.
Live panel discussions and installations that brought the mentorship program to physical spaces.
Behind-the-scenes content and social media documentation of the mentorship journey.
