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

The Arrivals

The OutThere Lab

Over hundreds of thousands of years humans have evolved primarily as an outdoor species.

Industrialization and technology compounded in the last two hundred years has brought us inside where we now spend 90% of our time.

This Resource Center is an institution that provides the tools and knowledge necessary to blur the lines between the individual and the elements, ultimately empowering humans to get back #outthere.

Design
Experiential Retail
Pop-up Store

01 THE ASK

With a legacy of beautifully designed pop-up retail spaces in their wake, The Arrivals came to Early Spring to step their game up and create a space that not only looked great, but integrated an overarching narrative focused on outerwear for out there.

02 THE INSIGHT

Industrialization and technology compounded in the last two hundred years has brought us inside where we now spend 90% of our time.

03 THE SOLUTION

To cement the brand’s position at the intersection of form and function, we created a space that brought notions of the ‘out there’ inside, pairing product against the backdrop of their use cases.

04 THE RESULT

The space is a re-imagination of a community resource center in the near future; stark and clinical, it is the last stop for explorers to stock up on equipment and gain valuable insight from seasoned guides to face the elements of the omitted Out There.

Products are showcased through the space, while the latest innovations are highlighted with analogous vignettes that draw a clear visual delineation to their use cases.

Harnessing modularity, the space can be transformed to serve as a community meeting center, hosting forums and discussions.