How Sun-Ny Side Up Pairs Socially Relevant Pieces Of Street Culture With Culture-Based Brands
Rory Roth and Jill Ferree of Sun-ny Side Up brand culture marketing agency.
COURTESY OF SUN-NY SIDE UP
By Cassell Ferere originally published on Forbes.com
Rory Roth and Jill Ferree have been co-workers for about 10 years. The two were casting faces at Wilhelmina for various projects for the better part of 2019 before Wilhelmina needed to further its cultural collaborations. Roth and Ferree stepped up to the job and shortly after they would be casting projects with beauty entrepreneurs and social media influencers.
In October of 2019, Roth and Ferree would become co-founders, launching Sun-ny Side Up, a brand cultural marketing agency. The 360 cultural marketing agency thrives on merging the ever-omnipresent “Multi-hyphenate” with brands that speak to street culture and fashion markets. Sun-ny Side Up also has a brand roster they work with, merging unique talent to brand messaging.
They brought with them the beauty influencer Kristen Noel Crawley, as well as social media influencer and futurist stylist, Bloody Osiris who was also under Wilhelmina, to the Sun-ny Side Up name. The founding duo would establish themselves as creative professionals who can execute their synchronous vision of brand and talent. Rory and Ferree have mastered the one-of-one talent they house under their agency; they’ve connected music and fashion photographer RayCurrupted, with NBA legend Dennis Rodman, and skater and fashion model Evan Mock, for UGGs, known for its cozy and bold look.
When Sun-ny Side Up “have an idea,” they convince brands to “let us do it for you,” Rory exudes. Sun-ny Side Up is a boutique agency putting together socially and culturally relevant pieces. Building a world around experiences in fashion and lifestyle with brand launches and activation, the cultural marketing agency implements a creative strategy that garners mass appeal.
The boutique agency got a hold of the social influencer Crawley, and immediately wanted to find the connecting dots for her and her KNC Beauty brand. “We wanted to help evolve her career. By doing so we implemented a strategy to look to grow her business in different ways. Strategizes through different editorial opportunities, different speaking engagements, different collaborations. And now we got to the point where we just did a deal with Champion for the first female capsule collection that the athletic brand has ever done,” says Roth. That also included extended sizes in the Champion and Crawley collaboration.
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