Main Entry: 1ex·pe·ri·ence Pronunciation: \\ik-ˈspir-ē-ən(t)s\\ Function: noun Etymology: Middle English, from Anglo-French, from Latin experientia act of trying, from experient-, experiens, present participle of experiri to try, from ex- + -periri (akin to periculum attempt) — more at fear Date: 14th century 1: direct observation of or participation in events as a basis of knowledge 2 : the conscious events that make up an individual life 3 : something personally encountered, undergone, or lived through

1. The only source of knowledge is experience.
Albert Einstein

2. EXPERIENCE
STORIES
1. Montalban Theater
4.
Be True
7
Kobe Bryant
2. 212
5.
The Point
8.
Brazil
3. 88 Boadrum
6. Football Club
9. Cultura

3. MONTALBAN THEATER
STORY
Fall, 2008 - Present
Concept / Creative Direction / Strategic Framework
Experience
Non-conventional marketing destination located Hollywood in the cityʼs oldest theater; Ricardo Montalban Theater. Montalban
serves as a platform for delivering branded stories through left-field positioning and communication.

4. MONTALBAN THEATER
STORY
Fall, 2008 - Present
Concept / Creative Direction / Strategic Framework
Experience
Conversion of the dilapidated theater was speeded by retaining much of the existing architecture and ephemera. The result is a
hybridized platform, a true fusion that is equal parts retail, NikeiD studio, event space and school.

5. MONTALBAN THEATER
STORY
Fall, 2008 - Present
Concept / Creative Direction / Strategic Framework
Experience
Montalban programs cultural and sporting events in support of brand messages, connecting them directly to the communities of
Greater Los Angeles and beyond. In its first 12 months of operation over 50K guests attended events at the space.

6. 212
STORY
21 Mercer St Launch - Fall, 2008
Concept / Creative Direction / Project Management
Experience
212 celebrated the opening of the first Nike Sportswear door. The brief was to create an experience that served as a global
statement for Nike Sportswear and the Nike brand itself. The model was simple; bring the stadium to the streets of New York.

7. 212
STORY
21 Mercer St Launch - Fall, 2008
Concept / Creative Direction / Project Management
Experience
Two 24ʼ x 200ʼ video screens, complete with countdown clocks, flanked the store displaying iconic Nike and New York imagery
throughout the night. Every stadium detail was attended with guests enjoying programs, cheap beer and Nathanʼs hot dogs.

8. 212
STORY
21 Mercer St Launch - Fall, 2008
Concept / Creative Direction / Project Management
Experience
At exactly 21:21 Spike Lee and Roger Federer declared 21 Mercer open for business in front of 1500 athletes, artists, Mets,
Jets, entertainers and world champion hot dog eaters. According to Supertouch.com, “the blowout was legendary.”

9. 88 BOADRUM
STORY
Nike Sportswear Launch - August, 2008
Concept / Creative Direction / Project Management
Experience
Signature kick-off events for the launch of Nike Sportswear on 8.8.08 in NY and LA. Events featured live performances by The
Boredoms, Gang Gang Dance & 88 drummers in each location. Resulted in 12,000+ attendees and exhaustive media coverage.

10. BE TRUE
STORY
Be True to Your School - Spring, 2008
Concept / Creative Direction / Project Management
Experience
Opting to celebrate the college basketball fan over the athlete, exclusive product was built for students and then gifted at hosted
rallies during Rivalry Week. Product was built in collaboration with the universities of Syracuse, Georgetown and North Carolina.

11. BE TRUE
STORY
Be True to Your School - Spring, 2008
Concept / Creative Direction / Project Management
Experience
In-stadium support placed branded collateral assets in student sections and onto the hands, and cheeks, of the most loyal and
true fans.

12. THE POINT
STORY
Spring 2007 - Spring, 2008
Concept / Creative Direction / Strategic Framework
Experience
In support of the 25th anniversary of the Air Force 1, the goal was to create a venue fit for the most revered shoe in the world.
The destination selected was an abandoned car park and warehouse centrally located in Hollywood, CA.

13. THE POINT
STORY
Spring 2007 - Spring, 2008
Concept / Creative Direction / Strategic Framework
Experience
The warehouse was completely overhauled and converted into a multi-functional event space including retail and NikeiD
studio. Content changed seasonally with product the centerpiece, the example detailed above is a 20ʼ AF1 DNA strand.

14. THE POINT
STORY
Spring 2007 - Spring, 2008
Concept / Creative Direction / Project Management / Strategic Framework
Experience
The parking lot was leveled and replaced with a tented hardwood court, complete with digital scoring and changing rooms.
The court hosted leagues round the clock, accessing communities ranging from high-profile entertainers to at-risk youth.

15. FOOTBALL CLUB
STORY
Pre Build - Spring, 2006
Concept / Creative Direction / Project Management
Experience
For the 2006 World Cup Nike needed a venue from which to tell its global soccer stories. A former video-game store on Melrose
Avenue became Football Club, a destination the LA Times would soon anoint “the best place in LA to experience the World Cup.”

16. FOOTBALL CLUB PHASE I
STORY
Futureopolis - Summer, 2006
Concept / Creative Direction / Project Management
Experience
The first in a three-phase program, Futureopolis opened Football Club with an exhibition shot by legendary artist, C.R. Stecyk
III. Converted into a gallery for four weeks Futureopolis received over 5,000 visitors before travelling to SF, Paris and Milan.

17. FOOTBALL CLUB PHASE II
STORY
From the Stadium to the Street -
Concept / Creative Direction / Project Management
Summer, 2006
Nikeʼs national teams became the focus of phase two with the creation of eight chambers, each dedicated to a different team.
Experience
Complete with footwear and floating 4ʼ Be@rbrick, the presentation represents a case study in non-linear messaging.

18. FOOTBALL CLUB PHASE III
STORY
Joga Bonito - Summer, 2006
Concept / Creative Direction / Project Management
Experience
The final phase of Football Club celebrated the Beautiful Game in its purest form. Conversion to a dedicated World Cup
screening venue allowed direct connection with fans of all nations. What followed can only be described as an inferno.

19. FOOTBALL CLUB PHASE III
STORY
Joga Bonito - Summer, 2006
Concept / Creative Direction / Project Management
Experience
Football Club screened thirty games and entertained over 5,000 fans as they cheered, cried and celebrated. Outreach was
extended to nations with large local populations who once again proved that Football isnʼt sport, itʼs life.

20. KOBE BRYANT
STORY
Motion X Impact - Spring, 2006
Concept / Creative Direction / Project Management
Experience
This was the initial communication attached to Kobe Bryantʼs first signature shoe with Nike. By collaborating with artist WK
Interact we were able to deliver an immersive experience depicting an explosive interpretation of an athlete without equal.

21. KOBE BRYANT
STORY
Motion X Impact - Spring, 2006
Concept / Creative Direction / Project Management
Experience
All content created was applied directly to the walls of the space with every square inch addressed. The result was an
installation that would exist exclusively for six weeks before being painted over and all traces eradicated.

22. BRAZIL
STORY
Ginga - Summer, 2005
Concept / Creative Direction / Project Management
Experience
Nike launched its 2006 World Cup campaign a year early with the help of Brazilian artists Os Gemeos. Seven favelas were
created inside the tiny beach front property in Venice where over the following eight weeks 8,000 guests encountered their work.

23. CULTURA
STORY
Fall, 2004
Concept / Creative Direction / Project Management
Experience
Cultura depicted an alternate vision of LA sport and culture from Mister Cartoon and Estevan Oriol. Created with the goal of
accessing Latino youth in LA, the resulting footwear business generates annual revenue in excess of $80M.

24. THANK YOU
christianparkes@gmail.com