Hanx For Our Troops

Breakfast scene with a plate of fried egg and bacon, a glass of milk, cup of coffee, newspaper with glasses and pencil, a metal coffee pot, HANX packaging, and sliced oranges on a blue surface.

Co-founded by Tom Hanks, brewing up support for Veterans with every bag.

ROLE

Lead Strategist for social and influencer partnerships

Owned and managed creator sourcing and execution

Supporting brand strategist on web, email marketing

Copy contributor for paid ad and email assets

Directly impacted Hanx For Our Troops’ 620% Instagram growth from 2,300 to 16,500 in Y2

SKILLS

Channel Strategy, including social, celebrity and creator

Campaign Ideation and Art Direction

Photography and Video Editing

Competitor Insights

Social Content Design Direction

Launch Campaign

THE CHALLENGE

To build a brand in partnership with other likeminded organizations and elevate the voices of the people who we created the brand for, our Veterans.

Yellow background with HANX logo in the bottom right corner, featuring a silhouette and the text 'ALL PROFITS SUPPORT THOSE WHO SERVE'.

Launch letter from co-founder, Tom Hanks

Tom talks Hanx on the Today Show

THE APPROACH

Aside from serving up damn good coffee, Hanx For Our Troops built a platform for Veterans to tell their stories.

Brand Partner Content

THE CHALLENGE

To develop a community-driven social strategy through creative content and partnerships with Veteran organizations and Veteran-owned brands.

Hanx featured Fair Winds Candle Founder and Veteran, Tenisha Dotstry, to share her goals for her candle business.

Members of Hanx partner organization, Hire Heroes USA, share the many benefits of hiring Veterans.

Robin Myers, shares her experience serving in the military as part of Hanx’s “Stories From the Field” series.

Harley Davidson x Hanx - T-shirt Collaboration

Monochromatic image with Harley-Davidson logo and text "X HANX" set against a blurred tunnel background.
Black and white image depicting a person on a motorcycle with long hair wearing a H-A-N-X T-shirt featuring a graphic of an eagle. The background has a circular logo stating 'ALL PROFITS SUPPORT THOSE WHO SERVE' and 'WE SALUTE YOU'. The logo includes a silhouette and 'H A N X' text.
Two olive green t-shirts with "H*A*N*X" print and eagle graphic, black and white motorcycle rider, partially visible cup of coffee.
Promotional graphic featuring text about a tee shirt dedicated to military members, with profits going to "Hanx For Our Troops" partner organizations. Includes logos of supporting organizations and a coffee cup in the corner.

“Edutainment” Content

Tom Hanks celebrates the launch of new coffee flavor, Tom’s Morning Magic Blend. (1M+ views)

Creative direction for Tom’s “50s movie”-inspired birthday celebration

Another year of give-back to our Veterans

Social Content

  • 100% of net profits goes back to our Veterans.

  • Put a little pepp' in your step.

See more work.

Children playing with colorful magnetic building tiles, constructing a Magna-Tiles castle, in a cozy indoor setup with an adult supervising.

MAGNA-TILES®

Actor, dog dad and Jinx co-founder, Chris Evans, holding dog dental treats with his dog sitting beside him on a stone surface against a neutral background.

JINX

Person smiling, holding a package of EEZ Company Sootheez Throat Soothing Drops with a watermelon mint flavor, against a pink background.

EEZ COMPANY

Abstract black logo with "Mass Culture" text on orange to green gradient background.

MASS CULTURE