Milk Tokyo Olympic Partnership
/ Overview
Redefining an icon for the world stage.
Group Design Director: Michael Ceraulo
Designers: Andres Lombardo, Slate Simmonds
The Setup
In a historic first for the Olympic games, Milk partnered with Team USA’s debut skateboarding team for the Tokyo Summer Games. To resonate with this new audience, we evolved the existing, child-focused "Milk It" campaign—historically geared toward wholesome family moments—into a more irreverent, high-energy aesthetic inspired by Japanese pop-art. We developed a comprehensive visual ecosystem, including bespoke character art and micro-branding designed for skate decks, apparel, and short-form content featuring Olympic athletes Bryce Wettstein and Dashawn Jordan. Though the project was fully realized through partnerships with premier skate brands and animation vendors, and even a completed broadcast spot, the entire campaign was ultimately shelved due to the global shutdown of 2020.
