ARMRA

Peak Performance: In Body and Brand at the 2025 Miami Open

ARMRA, the colostrum-powered wellness brand, partnered with Early Spring to expand its reach into a new audience segment: active men.

As the official supplement sponsor of the 2024 Miami Open, ARMRA viewed the tournament as an ideal testing ground—a high-energy, high-visibility space to excite male tennis fans and introduce ARMRA as a vital tool for everyday performance and recovery.

AI
Brand Design
Brand Positioning
Brand Strategy
Design
Experiential
Experiential Retail

01 THE ASK

As The Official Performance Supplement at the Miami Open, Armra tasked Early Spring with helping them reach a new audience segment, specifically men. They wanted an immersive brand experience designed to introduce, educate, and drive trial of their colostrum to new consumers, leveraging the high-energy environment of the tournament and offering guests a hands-on interaction with the brand.

02 THE INSIGHT

The colostrum and supplement space more broadly has traditionally been dominated by female consumers, but the Miami Open activation gave ARMRA a unique opportunity to shift that dynamic. By targeting active, health-conscious men, the brand was able to introduce colostrum to a largely untapped demographic, using on-site education, sampling, and high-touch engagement to spark interest and build trust with new consumers.

03 THE SOLUTION

Inspired by athletes’ pre-game rituals, the activation featured four tennis ball-filled lockers, each paired to a key benefit: Energy, Gut Health, Immunity, and Mental Clarity. Guests simply identified a benefit that resonated with them, picked up a tennis ball, and exchanged it for samples. With each selection, they were entered into a sweepstakes to win a year of ARMRA. Located at the heart of the Miami Open, the vibrant tent experience positioned ARMRA as an essential for the inner athlete, capturing the energy and spirit of the tournament.

04 THE RESULT

Early Spring designed an immersive on-site experience that embodied ARMRA’s strength and purity. A custom installation, built with premium materials like stainless steel and hardwood, evoked resilience and the idea of bodily fortification. The pop-up achieved email retention rates well above the benchmark—86% of visitors who submitted their emails chose to stay subscribed. Brand ambassadors educated guests on the colostrum and maintained a daily log of one-on-one engagements, observations, and operational notes. The resulting debrief was rich with insight and anecdotes from the pop-up, providing a strong foundation for future activations.

SeedAI House

Defining AI Policy at SXSW

When inclusivity thrives and individuals find ways to engage with larger groups, the path to AI’s future is paved.

By convening diverse voices, from lawmakers to artists, it illuminated the urgent need for collaborative, forward-thinking approaches to governance and technology regarding AI.

SeedAI House provided a central location for the world to interact with AI, and gain a valuable understanding of what awaits us in the future.

AI
Brand Design
Brand Positioning
Brand Strategy
Design
Experiential
Experiential Retail
SXSW
Technology

01 THE ASK

Sitting right at the intersection of policy (without the politics), academia, art, and commerce, helping shape the future of AI in a way that actually makes sense, SeedAI came to Early Spring to activate at SXSW.

02 THE INSIGHT

Discussions around AI policy often feel abstract and inaccessible. The next step needed to find a way to bring diverse voices together and break down those barriers, making the conversation more inclusive and understandable.

03 THE SOLUTION

At SXSW, the SeedAI House served as a hub for cutting-edge discussions at the intersection of artificial intelligence and public policy.

This dynamic gathering showcased influential lawmakers, pioneering technologists, renowned thought leaders, and creative voices who were actively shaping AI’s trajectory.

Designed to ignite meaningful dialogue, the event blended forward-thinking policy ideas with breakthrough innovations in AI.

04 THE RESULT

The activation was a bold, non-profit think tank initiative that delivered forward-looking programming on the cutting edge of AI and public policy, embedded within the influential landscape of SXSW.

A DREAME HOLIDAY

Making Home Tech Feel Like Home

Dreame, a home technology brand, needed to stand out in the highly competitive holiday gift guide season. With multiple tech brands vying for media attention and consumer dollars during this crucial retail period, traditional product demonstrations and press events risked getting lost in the seasonal noise.

Brand Design
Brand Positioning
Brand Strategy
Design
Experiential
Experiential Retail
Influencer
Social Content

01 THE ASK

Create an engaging press and influencer event that would position Dreame’s products as must-have holiday items and secure placement in holiday gift guides. The event needed to showcase the products’ functionality while creating memorable content opportunities for attendees to share.

02 THE INSIGHT

Rather than presenting technology in isolation, we recognized that home devices exist within the context of people’s lives and aspirations. The holiday season offers a unique opportunity to tap into both the practical and emotional aspects of home life. By showcasing products within a fully realized living space, we could help media and influencers envision how their audiences would actually use and experience these items.

03 THE SOLUTION

Early Spring transformed the penthouse suite at ModernHaus hotel into an aspirational New York City apartment decorated for the holidays. The immersive environment allowed guests to experience Dreame products in natural use settings rather than sterile demonstration spaces. The space featured multiple engagement points: hands-on product testing stations, professional blow-out services using Dreame hair dryers, and an interactive ornament-making workshop that added a festive, shareable moment to the experience. This approach merged product demonstration with lifestyle aspiration, allowing press and influencers to gather both technical information and compelling content while experiencing the products as they would in their own homes during the holiday season.

04 THE RESULT

Making Home Tech Feel Like Home

LPGA & Accenture Song

In Her Head

The LPGA is one of the premier professional athletic federations in the world and yet its players face amongst the greatest disparity in compensation and access to resources of any major sporting league.

While the vast majority of male golfers earn enough in annual endorsements to cover their full annual expenses, only the top 5% of female golfers enjoy such peace of mind. The remaining 95% rely on tour earnings to cover their costs of travel, accommodations, and golf equipment. Many athletes change caddies week to week. Some sleep on strangers’ couches before and during tournaments. Most are struggling to pay even basic living expenses. All take on these risks for the love of their sport.

To raise awareness for the unique challenges faced by LPGA athletes, Accenture Song created ‘IN HER HEAD,’ an immersive virtual and experiential installation that would debut at The Chevron Championship in April, the first women’s golf major of the season

Brand Design
Design
Experiential
Film And Video

01 THE ASK

Accenture Song tasked Early Spring to concept, design and build an immersive experiential installation that grounded and reinforced the transformative VR journey.

02 THE INSIGHT

Working in VR presents a unique challenge: Bridging users in the real world with a digital creation to create a deeper, lasting emotional impact.

03 THE SOLUTION

We designed a 3-part physical user journey employing detailed lighting design, trained, scripted actors as docents in curated golf attire and invited guests (2 at a time) to first enter a promising, overly optimistic entryway adorned with suspended clouds, elevator music and AI generated posters of inspirational messaging.

We then invite our guests into a privately draped environment inspired by the topography of golf greens using CNC fabrication using hundreds of pulsing, color-changing LED lights that set the stage for a promising experience to come…

When guests complete the headset experience, the lighting in the room has changed to better match the more profound mood and sentiment of the experience they just completed. Our docents are now more authentic, empathetic and provide a moment of decompression from the emotional experience before leading people into a final gallery exhibition that honors and celebrates the real LPGA heroes whose stores we just shared.

04 THE RESULT

Having transformed a seemingly perfect day on the course into a surreal, technicolor trip that provided room for reflection on the emotional impact of the message, ‘In Her Head’ was an official selection of the 2023 Tribeca Film Festival’s Tribeca X.

WELLFARE

A World Well Nourished

The pandemic has laid bare many of the cracks upon which this country is built, but few needs are more fundamental than our access to food. Food insecurity existed long before COVID-19, but has worsened and especially left low-income communities more vulnerable.

While food banks, pantries, and other community-supported programs work tirelessly to close the gap on food scarcity, it isn’t enough to cover the up to 8 billion meal shortfall America is projected to experience over the next year. And incase you missed it—we live in a country where 40 percent of our food is wasted, lost or simply thrown away.

Brand Design
Brand Strategy
Experiential
Social Content

01 THE ASK

Founder, Cole Riley came to Early Spring seeking support in solving the massive food insecurity problem the country faces.

02 THE INSIGHT

Barriers to accessing sufficient food are far too high for far too many, not only due to cost & availability but a lack of adequate education around nourishment and achievable health.

03 THE SOLUTION

Early Spring concepted and designed a non-profit, subscription food service for those in need called Wellfare. Wellfare will deliver nourishing food and drink to those who need it at low-to-no cost.

In parallel, Wellfare will produce relatable & insightful original content around what ‘health’ looks like, lifting the veil on ‘wellness’ & well-being. It will also help brands talk about the work they do with Wellfare in a meaningful way.

04 THE RESULT

The operational and creative chasm between the nonprofit world and the commercial world had to be traversed. Old-world nonprofits may have global reach, but they often fail to treat their beneficiaries with the dignity, the attention, and the care that companies show their consumers.

Early Spring imagined, instead, a nonprofit that does not ignore design, nor branding, nor quality, nor agility. A nonprofit that pays as much attention to the needs of its beneficiaries as companies do to the needs of their consumers. A nonprofit that recognizes that people in need are not just mouths to feed but people, consumers like the rest of us, who want to be healthy, fulfilled, and happy.