At Shinola, Phil led the reimagination of the brand’s annual Great Americans Series—a program honoring influential figures who embody American creativity and craftsmanship. Tasked with making the initiative feel more intentional and culturally relevant, Phil identified J Dilla, the visionary Detroit producer who reshaped modern music, as the perfect figure to honor.

Phil pitched and secured Dilla as Shinola’s 2025 honoree, earning the trust of his estate, daughters, and mother, and leading every step of the marketing plan. He developed partnerships with Big Sean, Slum Village, Roger Erickson, Dan Charnas, and Andrew Barber (Fake Shore Drive), negotiated contracts, crafted the influencer and seeding strategy, and executed cultural activations—from live performances and editorial storytelling to wild postings across New York.

The result was Shinola’s fastest sell-out in history, with 650 watches gone in under two hours, generating nearly $1M in revenue (70% from first-time customers). The launch drove 125M+ impressions and earned coverage from GQ, Complex, Rolling Stone, Gear Patrol, and OkayPlayer, establishing Shinola as a brand capable of authentically bridging product, culture, and community.

By honoring J Dilla with depth and integrity, Phil helped evolve Shinola’s cultural credibility and proved that when storytelling is rooted in place and purpose, it can transform both perception and performance.

When Phil joined Shinola, he toured the brand’s Detroit watch factory and witnessed firsthand the craftsmanship and dedication behind every timepiece. Realizing most people would never see this side of the brand, he identified an opportunity to bring the factory—and the people who power it—to the world through storytelling that was both educational and culturally engaging.

Phil conceptualized and led the creation of The Movement, Shinola’s first-ever watchmaking interview series. He developed the platform from the ground up—blending culture, craftsmanship, and conversation to position the factory and its people as the emotional core of the brand. The series featured intimate conversations with watchmakers, creatives, and cultural figures, designed to humanize the craft and deepen consumer connection.

The results spoke for themselves: 10 episodes produced, 20M+ organic impressions, 1M+ views, and 6,000+ hours of watch time.

Beyond metrics, The Movement became a cultural platform that redefined how Shinola tells its story—turning its greatest differentiator, American craftsmanship, into a living, breathing narrative. The project strengthened Shinola’s brand relevance and set a new model for content-driven brand building rooted in authenticity and purpose.

To build brand awareness and connect with a culturally engaged audience, Shinola sought to expand beyond traditional partnerships into spaces that felt real, relevant, and resonant. The opportunity: a first-of-its-kind podcast collaboration with New York Knicks stars Jalen Brunson and Josh Hart for their hit show, The Roommates Show.

Phil leveraged personal relationships to secure and broker Shinola’s partnership for the show’s inaugural season, designing a fully integrated activation that aligned key watch launches with five sponsored episodes. Tactics included product unboxings and reviews by Brunson and Hart, custom segments, branded in-show placements, and social amplification across the hosts’ channels.

The results: 1,464 code redemptions, $1.48M in attributed revenue, 12M+ social impressions, and 1M+ episode downloads across five episodes.

This partnership marked Shinola’s first major step into sports and podcast culture, embedding the brand within authentic, athlete-led storytelling. The integration didn’t just drive sales—it opened a new lane for Shinola to connect with modern audiences through cultural credibility and creative collaboration.