Bombas
Comfy brand. Uncomfortable Conversation.
Role:
Head of Content + Agency Co-Founder
The Summary:
300+ OOH units in NYC generating 200M+ impressions.
$300K+ in donated media placements from media partners.
Industry honors including Shorty Impact Award.
The Story:
Editorial direction, creative leadership & content strategy for Bombas first-ever "compassion" campaign: the 100M Project. Award-winning editorial & digital campaign designed to build awareness & empathy without selling a single sock.
The Task.
Talk about homelessness without provoking hopelessness.
The comfy-cozy apparel brand Bombas is synonymous with socks—less so with homelessness. But its “One Purchased = One Donated” model has delivered tens of millions of essential clothing items to people who need it since 2013.
Bombas approached us with a deceptively simple brief: Celebrate 100M donations with a breakthrough out-of-home campaign designed to win hearts and minds, and not wallets. No selling socks, no guilt-tripping pedestrians—just get New Yorkers to *think* about their unhoused neighbors in a different way.
The Strategy.
Many brands claim purpose, but Bombas are True Believers: they are essentially a homelessness charity that happens to sell socks.
I learned this first-hand while researching, writing, and designing the brand’s first-ever Impact Report, a digital hub that told the full story of the Bombas Hive and their genuine, non-performative devotion to helping people who are unhoused. The project took two years of deep Bombas brand analysis and hundreds of hours interviewing their Giving Team, partner organizations, scientific experts, and New Yorkers who have experienced homelessness.
Leveraging that deep institutional knowledge, we designed the 100M Project as an editorial and storytelling campaign—using sharp copy, bold design, and real facts to educate people and dispel myths about homelessness in New York City.
The Execution.
As Head of Content and Editorial Lead, I partnered directly with Bombas founders Randy Goldberg and Aaron Wolk to shape and launch the 100M Project, at that time the brand's largest and most ambitious creative initiative to date. The work included:
A citywide OOH takeover, from high-visibility billboards to digital subway platforms to social media.
A custom interactive digital hub expanding the stories and data behind the campaign
The year-long editorial process spanned concept development, messaging architecture, dozens of interviews, extensive research, and writing (and rewriting) tens of thousands of words to spark a delicate but deeply important dialogue across New York City.
The 100M Project launched to overwhelmingly positive press, earned multiple awards, and generated hundreds of millions of brand impressions. This success stregnthened our years-long and deeply rewarding client partnership with Bombas.
