Staple is one of the giants of streetwear and street culture - when the New York brand released its cult Pigeon Dunk shoe in collaboration with Nike, riots broke out on the streets of NYC. All for one shoe!
Staple's goal with its Autumn Winter 10 collection going forward was to branch out into more mainstream fashion titles. So the press release needed to focus on the brand's premium, more fashion focused pieces - emphasising the craftsmanship that went into creating the collection.
With the launch of a new art and technology exhibition in Stockholm, Nissan needed a press release written to engage non-automotive journalists and create noise around the launch event.
Nissan's press releases were usually stuffed full of automotive jargon - tech specs and whatnot - so the challenge here was to write copy that was not only informative, but interesting for technology and lifestyle journalists. (Whilst still conveying Nissan's important key messages, of course).