g series pro: influencer launch event in new york city

for the launch of pepsico's "g-series pro" ceft and company created and influencer event for a select 75 guests from the press elite, blogger-sphere and the world of professional sports. ceft and company turned georgio deluca (of dean & deluca)'s pnthouse apartment into a pro athletes dream pad, showcasing how, for a pro, sports and life are inseparable. eli manning and ladainian tomlinson battled each other over a game of foosball and diddy took the athletes route and climbed the eight floors of stairs in order to get to the party floor. from the event, more than 100 stories were generated, including MTV, wall street journal and NYtimes resulting a reach of more than 79 MM impressions, all in just two weeks.thunderdog studio's tristan eaton, one of the original founders of kid robot, customized a sculpture live at the event. the sculpture had been sprayed a custom gloss black prior to the event by jeff koons studios.
ceft and company created all the collateral materials for the event, including the invite above
the bed and closet of a pro athlete. ceft and company incorporated many surreal elements, interpreting what the life of a pro athlete might be

ceft and company creative director ucef hanjani and DJ kiss

new york design group DDCLAB custom designed outfits for the crew and staff
eli manning and friend at the event
ceft and company designed t-shirts in collaboration with alife
the goody-bag handed out at the event, designed by ceft and company
75 guests were handpicked to participate in the very exclusive event
at giorgio deluca's apartment in tribeca, new york city
the ceft and company designed t-shirts were customized at the event by graffitti icon dr. revolt. the premise: what kind of professional are you? a professional dreamer, professional shyster, professional gold digger or professional baller or...?
the t-shirts were individually tagged by the guru, dr.revolt
(featured in the NY documentary style wars)
diddy showed up a the event as a pleasant surprise.
MTV's sway colloway interviewing diddy about "professionalism"

diddy also tweetwd live from the event about his experience, especially the part about him skipping the elevator and choosing the way of the pro - climbing the eight flights of stairs