A Viral Moment. Three Days. $30K.

The Brief: No agency. No product line. No budget. A song was gaining traction on TikTok during back-to-back hurricanes and one of the ugliest election cycles in recent memory. The moment had energy — the question was whether to let it dissipate or turn it into revenue.

The Insight: Social data made the why legible: audiences weren't just streaming the song — they were latching onto it specifically during crisis. Gratitude and simplicity in a moment of national chaos. That's not a fan behavior. That's a consumer need. And consumer needs have SKUs.

The Execution: Designed a single product — a clean sweatshirt in three cozy colorways, small embroidered text reading "I Thank God." Produced and fulfilled through a Printful drop-ship operation built in-house. Launched in three days alongside the release. No agency briefing. No photoshoot. Just a read on the consumer and a fast move to market.

The Outcome: $30K in revenue in week one — 666 units at $45 each. Sustained at 90–100 units per month for three months following. Total: $103K in merchandise revenue across the full Watertown Summers campaign, of which this single product was the anchor. The product worked because the data worked first.

Role: Creative Director, Product Designer, E-Commerce Operator

Teams Managed: Content, Merchandise Production, E-Commerce Fulfillment