We had just finished NY fashion week when the project came to ideation. What if Buffalo Wild Wings did fashion, big fashion, like fashion week fashion?? Of course we were now just past fashion week at that point, but the idea stuck enough to land on a merch line, all that was still needed was a hook…

The first idea on when coming up with merch is always a hoodie or a t-shirt. Being we were entering the colder months, hoodie it was. But the hook was still needed. And then it happened - If hoodies were bone-in buffalo wings, were crewnecks - boneless wings? And from there we were off to the races.

When the art director came to me with their pitch, I knew we had something good. We talked about how to make this larger than just a restaurant merch shoot, how do we make this actually a fashion shoot? And we landed on streetwear, just enough of edge for the fashion world, but clean and clear to BWW’s audience.

The budget was low, so it was on me to cast. I pulled together three of my friends and pitched them on the idea. “Hang out with me for a day, eat buffalo wings, and I’ll take cool pics of you.” Even though one of them was a vegan, I convinced them to join us. And we were off to the races.

I pulled permits, a crew, and we shot a week later, the crewnecks making it through production just in time. Two weeks later, all the photos were edited, we delivered and the crewnecks went live. Just the right amount of a rush job.