When Pharrell’s Billionaire Boys Club ICECREAM joined forces with Smino’s Zero Fatigue, we were tapped to spark cultural buzz and fan engagement around the drop. Our solution: a social-first, experiential campaign that hit the streets of New York on National Ice Cream Day.

We transformed a branded ice cream truck into a mobile pop-up—handing out free ice cream, selling exclusive merch, and surprising fans with Smino himself behind the wheel. The activation merged streetwear, sound, and summertime nostalgia, creating organic moments that fans couldn’t help but share.