At it’s core, Life is Good is more than a brand — it’s a movement powered by optimists who lead with positivity and live with purpose. The collaboration with Smiley was a special one — one that leaned into streetwear but helped merge a generation of conscious consumers who proudly wear tees that show their values.
We created hype by social posts, a homepage mod and an email which lead to a ticking countdown clock and ability to sign up to be the first to know. The countdown clock was a unique URL which became a landing page on launch, and included BTS footage from the shoot, limited edition tee drops, and a shoutout to the Playmaker Project.