As a participant of Team in Training (TNT), I had the great task at hand to raise $4,000 to help fund cancer research through The Leukemia & Lymphoma Society (LLS). One of the great struggles participants run into is how exactly to raise that kind of money. While running across the Manhattan Bridge one cold evening, I thought to myself, “What do I have in my closet that could turn the heads of countless strangers?” and “What amount would everybody be willing to donate?” If you think about it,  ask a stranger on the street if they know anybody affected by cancer, nearly all can say yes; they also all have at least $1 to spare in their pocket.

In January of 2011, I pulled together an old wetsuit and swim cap with the LLS and TNT logos on them, came up with the ad campaign, designed some signs, a website and so The Wetsuit Project was born. The premise was quite simple, pose with me for just $1. With effective branding, creative and witty writing, advertising, effective art direction with photographers and a few short YouTube spots, The Wetsuit Project picked up quite a bit of publicity throughout New York City. I traveled around Manhattan to high traffic places like Times Square, Central Park, Columbus Circle, Grand Central, the High Line, the Brooklyn Bridge, Battery City Park, Union Square and even Shake Shack in my wetsuit. In total, over 3 months time and countless amazing volunteers, I was able to raise over $4,000 and posed with almost 1,000 people.

The impact of this project went viral in other cities such as Boston and Chicago, inspiring other TNT participants to strut their stuff, asking for donations all while in their wetsuits. In addition, The Wetsuit Project was also featured in Runners World Magazine and on NY1 as the New Yorker of the Week.

Work shown includes: identity, website design, advertising, signage, photography and YouTube spots