VitaminWater partnered with Knick's player David Lee for a New York promotion that celebrated Lee's famously peculiar hairdos. My team and I created a website that allowed people to create and submit different hairdos for the player and also upload and share their own pictures. Grow, cut, dye and brush hairs was even more fun thanks to the the help, or pressure, of some rather unexpected sidekicks.
Lee ended up getting the most voted hairdo in a public event at Freeman's alley's Barber shop.
Creative direction: Federico Gomez
Design and Art Direction: Gaspar Guerra
3D Graphics: World Leaders Entertainment
Programming: Michelle Rueda