In 2017, while serving as interim Head of Marketing, I collaborated with Cinelli bicycles and seven artists to produce a philanthropic campaign to benefit seven different charities of their choosing. Each artist was given a Cinelli frame and the freedom to embellish it with their own unique design.
Coinciding with the auction going live on eBay Charity Auctions, frames were put on display for a launch event at REI’s highest profile location in SOHO. The initiative received more than two million media impressions and raised over $10K for the associated charities.