P R E S E N T S

PROGRAM OVERVIEW

THE TIAGO LEMOS STORY, PRODUCED BY MTN DEW GREEN LABEL FILMS, SHOWS THE PATH TIAGO HAD TO TRAVEL, COMING FROM A

TOWN KNOWN MORE FOR ITS RODEO THAN ANYTHING ELSE TO ACHIEVING HIS DREAM OF GOING PRO ON HIS 25TH BIRTHDAY. SHOT ON LOCATION IN JAGUARIÚNA, SÃO PAULO, LOS ANGELES AND LONG

BEACH, THE FILM CONTAINS NEVER-BEFORE-SEEN ARCHIVAL FOOTAGE AND INTERVIEWS WITH TIAGO, AND HIS FAMILY, AND FRIENDS.

NEWEST DEW ATHLETEAS THE NEWEST MEMBER OF THE MTN DEW SKATE TEAM AND BREAKOUT STAR OF WE ARE BLOOD, TIAGO LEMOS IS ONE OF THE BEST NEW SKATERS OUT THERE.

GROWING UP IN JAGUARIÚNA, BRAZIL—POPULATION: 51,907 — A PLACE WHERE THE GROUND IS ROUGH, EQUIPMENT IS HARD TO COME BY, AND MEDIA COVERAGE IS MINIMAL, IT’S TOUGH FOR SKATERS TO MAKE NAMES FOR THEMSELVES.

AT JUST 25 YEARS OLD, TIAGO HAS ALREADY MADE A MARK ON SKATEBOARDING, GONE PRO, AND IS JUST GETTING STARTED.

DEW TOUR LONG BEACHDEW TOUR LONG BEACH WAS TIAGO’S FIRST TIME COMPETING IN A DEW TOUR EVENT. ALONG WITH TIAGO BECOMING A RECENT LONG BEACH LOCAL, DEW TOUR PROVIDED THE PERFECT OPPORTUNITY TO CAPTURE THE UNTOLD STORY OF MOUNTAIN DEW’S NEWEST SKATE TEAM MEMBER.

GREEN LABEL PRODUCED 15 VIDEOS THAT

GARNERED OVER 589K+ VIDEO VIEWS ACROSS THE WEBSITE, YOUTUBE, FACEBOOK, TWITTER AND INSTAGRAM.

GREEN LABEL LEVERAGED TIME SPENT WITH TIAGO ON-SET TO CREATE AS MUCH CONTENT AS POSSIBLE TO PROMOTE THE LAUNCH OF THE DOCUMENTARY.

EVERY VIDEO WAS CREATED WITH BOTH AN ENGLISH AND PORTUGUESE VERSION IN ORDER TO REACH THE BRAZILIAN AUDIENCE.

VIDEO-FOCUSED STRATEGY

DISTRIBUTION STRATEGYGREEN LABEL WORKED WITH TIAGO’S SPONSORS AND MULTIPLE AGENCY PARTNERS TO DEVELOP A DISTRIBUTION STRATEGY TO PROMOTE THE PREMIERE AND THE LAUNCH OF THE FULL DOCUMENTARY ON GREENLABEL.COM

MOUNTAIN DEWMOUNTAIN DEW GLOBALMOUNTAIN DEW BRAZILBOULEVARD SKATE CODC SHOESBRAIN FARMRIDE CHANNEL

SUCCESSFUL RESULTS

FULL-LENGTH VIDEODISTRIBUTIONTHE FULL DOCUMENTARY HAS GARNERED MORE THAN 82K+ VIDEO VIEWS TO-DATE.

IT WAS ALSO SYNDICATED ON REPUTABLE SKATING PUBLICATIONS AND BRAND WEBSITES, INCLUDING:

MOUNTAIN DEWTRANSWORLD SKATEBOARDINGNY SKATEBOARDINGTHE RIDE CHANNELBOULEVARD SKATEBOARDING COSIDEWALK MAGAZINETRIBO SKATECEMPORCENTO SKATE

A GLOBAL AUDIENCEGREEN LABEL EFFECTIVELY REACHED A GLOBAL AUDIENCE BY CREATING DUPLICATE VERSIONS OF ALL OF OUR VIDEO CONTENT WITH ENGLISH SUBTITLES AND AN ALTERNATE VERSION OF THE SPECTRUM IN PORTUGUESE.

ACROSS THE BOARD, GREEN LABEL SAW A LARGE PERCENTAGE OF TRAFFIC ORIGINATING FROM BRAZIL.

65% TOTAL VIDEO VIEWSBY STREAMING THE VIDEO EXCLUSIVELY ON GREENLABEL.COM FOR THE FIRST 72 HOURS ALMOST 32% VIEWS ORIGINATED FROM GREENLABEL.COM 3 MONTHS AFTER THE LAUNCH DATE.

INFLUENTIAL ENGAGEMENTNOTABLE INFLUENCERS AND PUBLICATIONS SHARED ABOUT THE EVENT ON SOCIAL MEDIA INCLUDING:

TRANSWORLD SKATEBOARDINGNY SKATEBOARDINGTHE RIDE CHANNELBOULEVARD SKATEBOARDING CODC SHOESDEW TOURCOMPLEXNICK TUCKERSIDEWALK MAGAZINEVIDA DE SKATESKATEBOARDS.COMCHRIS RAY

SOCIAL SUCCESSOVER 3 WEEKS, THE TIAGO LEMOS CONTENT EARNED MORE THAN 138M+ IMPRESSIONS VIA NATIVE AND INFLUENCER CHANNELS.

BY CREATING AND SHARING ORIGINAL CONTENT ACROSS MULTIPLE CHANNELS, GREEN LABEL SAW AN INCREASE FOLLOWERS ACROSS ALL SOCIAL MEDIA ACCOUNTS.

FACEBOOK +4371 FOLLOWERSINSTAGRAM +87 FOLLOWERSTWITTER +56 FOLLOWERSYOUTUBE +637 FOLLOWERS

EARNED MEDIATHE DOCUMENTARY GENERATED MAJOR MEDIA BUZZ WITH MORE THAN

1.9 MILLION EARNED MEDIA IMPRESSIONS

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THE DOCUMENTARY RECEIVED INTERNATIONAL ATTENTION FROM BRAZILIAN SKATEBOARDING AND ACTION SPORTS PUBLICATIONS,

INCLUDING RED BULL BRAZIL.

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EARNED MEDIA

ON-SITE AMPLIFICATIONTHE OFFICIAL TRAILER AND THE PREMIERE WERE PROMOTED HEAVILY ON FRIDAY DURING JUMBOTRON COMMERCIALS AND PA ANNOUNCEMENTS ON-SITE TO THE

40 WORLD-CLASS ATHLETES COMPETING AND

26K PLUS CONSUMERS ATTENDING OVER THE WEEKEND.

THE DOCUMENTARY WAS PLAYED IN ITS ENTIRETY ON BOTH SATURDAY AND SUNDAY.

ORIGINAL CONTENTALL TIAGO LEMOS EDITORIAL CONTENT HAS earned more than 121K+ VIEWS to-date.

GREEN LABEL CREATED SUITE OF CONTENT TO PROMOTE THE DOCUMENTARY, INCLUDING A LANDING PAGE TO PROMOTE THE PREMIERE, A SPECTRUM TO HOST THE FULL-LENGTH DOCUMENTARY AND MULTIPLE SOCIAL VIDEOS.

• TWO SPECTRUMS• 26 PIECES OF EDITORIAL• 15 VIDEOS• FIVE GIFS

TOTAL IMPRESSIONS: 171MM+*

596K+* VIDEO VIEWS

138MM+* SOCIAL IMPRESSIONS

1.9MM+* EARNED MEDIA IMPRESSIONS

11M+* EDITORIAL IMPRESSIONS

14MM+* #TIAGOWARRIOR IMPRESSIONS

26K+* EVENT ATTENDEES IMPRESSIONS (PREMIERE AND DEW TOUR ATTENDEES)

*To Date

DOCUMENTARY DETAILS

THE STORYJAGUARIUNA, BRAZILTIAGO’S PARENTS CALL HIS SKATEBOARD HIS TRUE LOVE AND PASSION. GROWING UP IN IN JAGUARIÚNA, BRAZIL—POPULATION: 51,907—A PLACE WHERE THE GROUND IS ROUGH, EQUIPMENT IS HARD TO COME BY, AND MEDIA COVERAGE IS ALL BUT NONEXISTENT, IT’S TOUGH FOR SKATERS TO MAKE NAMES FOR THEMSELVES. AS A RESULT, THE SKATERS THAT DO COME OUT OF JAGUARIÚNA AND PLACES LIKE IT ARE WARRIORS. TIAGO WELCOMES THE BATTLE THAT COMES WITH EVERY TRICK. THIS IS WHERE HIS STORY BEGINS.

SAO PAULO, BRAZILTIAGO MADE A NAME FOR HIMSELF AS A TOP BRAZILIAN SKATER WHEN HE BEGAN DOMINATING IN SKATE COMPETITIONS, AFTER WINNING THIRD PLACE IN THE 2010 DC SHOES “KING OF SÃO PAULO” TIAGO EARNED HIS FIRST SPONSORSHIP WITH THE COMPANY WHO EVENTUALLY FUELED HIS MOVE TO THE US.

THE STORYLOS ANGELES, CALIFORNIAGIVEN THE CHALLENGES OF FORGING A SKATE CAREER IN BRAZIL, TIAGO VENTURED TO LOS ANGELES IN PURSUIT OF HIS DREAM. THE MOVE MADE SENSE—SOUTHERN CALIFORNIA IS STILL THE CENTER OF THE SKATE INDUSTRY, AND THE HOME OF ITS BIGGEST COMPANIES AND MEDIA OUTLETS. TODAY, TIAGO IS PUSHING FORWARD WITH HIS PASSION.

LONG BEACH, CALIFORNIAHAVING JUST MOVED TO LONG BEACH IN MARCH, TIAGO ENJOYS LIVING IN THE TIGHT-KNIT SKATE COMMUNITY WITH HIS FRIENDS AND OTHER BRAZILIAN SKATEBOARDERS WHO HAVE MADE THERE WAY INTO THE AMERICAN MAINSTREAM SKATE INDUSTRY.

THE PREMIERE

DEW TOUR LONG BEACHOPENING NIGHT PREMIERE

DEW TOUR LONG BEACH OPENED UP THE WEEKEND WITH THE WORLD PREMIERE OF “GUERREIRO: THE TIAGO LEMOS STORY.”

MORE THAN 500 ATTENDEES CAME OUT FOR THE PREMIERE OF THE DOCUMENTARY.

ATHLETE SIGNINGGREEN LABEL ORGANIZED AN ATHLETE SIGNING BEFORE THE PREMIERE OF THE FILM. EAGER FANS LINED UP TO GET AUTOGRAPHS FROM THEIR FAVORITE SKATERS AT THE SIGNING, INCLUDING:

TIAGO LEMOSJORDAN MAXHAMCHRIS COLBOURNEJUSTIN SCHULTECARLOS ZARAZUATREVOR COLDENNICK TUCKER

NOTABLE APPEARANCESTHE PREMIERE DREW A LARGE CROWD OF INFLUENCERS FROM THE SKATE COMMUNITY.

TIAGO LEMOS (DEW TEAM SKATER)JORDAN MAXHAM (DEW TEAM SKATER)CHRIS COLBOURNE (DEW TEAM SKATER)JUSTIN SCHULTE (DEW TEAM SKATER)CARLOS ZARAZUA (DEW TEAM SKATER)TREVOR COLDEN (DEW TEAM SKATER)NICK TUCKER (DEW TEAM SKATER)SEAN MALTO (DEW TEAM SKATER)DANNY MONTOYA (BOULEVARD SKATE CO)ROB GONZALEZ (BOULEVARD SKATE CO)CHRIS RAY (DC SHOES)JEFFREY GOFORTH (DC SHOES)EVAN SMITH (DC SHOES)CHRIS COTE (DEW TOUR ANNOUNCER)

ON-SITE GIVEAWAY

BOULEVARD SKATEBOARDS DONATED A TIAGO LEMOS SKATE DECK FOR GREEN LABEL TO GIVE AWAY AT THE PREMIERE. AFTER THE SCREENINGS OF THE FILM, THE LUCKY SEAT WAS ANNOUNCED AND THE WINNER WAS GIVEN THE BOARD AND A PHOTO TAKEN WITH TIAGO.

ONLINE GIVEAWAYFOR FANS UNABLE TO ATTEND THE PREMIERE, GREEN LABEL GAVE TIAGO FANS A CHANCE TO WIN A SIGNED BOARD BY SHARING THE OFFICIAL TRAILER WITH THE HASHTAGS #TIAGOWARRIORGIVEAWAY AND #GLSWEEPS.

SOCIAL SWEEPSTAKES

ORIGINAL VIDEO CONTENT

TO ACCURATELY CAPTURE TIAGO’S STORY, GREEN LABEL ENLISTED THOSE WHO KNEW HIM BEST TO HELP TELL IT. SIT-DOWN INTERVIEWS WITH TIAGO’S FRIENDS AND FAMILY COMBINED EACH PERSON’S UNIQUE PERSPECTIVE TO CREATE THE OVERALL NARRATION FOR THE DOCUMENTARY.

GREEN LABEL USED VARIOUS CAMERAS AND TECHNIQUES (DRONES, RED, 360 FLY, FISH-EYE) TO CAPTURE DYNAMIC B-ROLL SHOTS THAT HIGHLIGHTED HIS STORY AND ADDED VISUAL FLAIR TO THE DOCUMENTARY.

TIAGO SPOKE IN HIS NATIVE PORTUGUESE LANGUAGE DURING INTERVIEW TO MAINTAIN THE FILM’S AUTHENTICITY, AND CANDID SOUND BITES FROM TIAGO AND HIS FRIENDS WHILE THEY SKATED MADE HIS JOURNEY RELATABLE TO ALL SKATERS. ALL OF THESE ELEMENTS COMBINED ULTIMATELY CREATED THE POWERFUL STORYLINE OF THE FILM.

FULL DOCUMENTARY

FOR THE FIRST TIME, THE COMPLEX VIDEO TEAM UTILIZED A 360-DEGREE CAMERA TO PRODUCE THREE INTERACTIVE VIDEOS THAT PROVIDED A UNIQUE VIEW INTO THE LIFE OF TIAGO LEMOS.

INSIDE THE HOME OF THE BRAZILIAN SKATEBOARDERFANS CAN CHECK OUT THE VARIOUS MEDALS AND FRAMED MAGAZINE COVERS INSIDE TIAGO LEMOS'S CHILDHOOD HOME IN JAGUARIUNA, BRAZIL.

SWITCH BACKFLIP AT CHERRY PARKWATCH TIAGO LAND A DIFFICULT TRICK AT CHERRY PARK, HIS LOCAL SKATEPARK IN LONG BEACH, CA.

CAMPINASTIAGO AND FRIENDS SKATE THIS FAMOUS SAO PAOLO SPOT AT NIGHT.

360-DEGREE VIDEOS

SOCIAL SHORTSRICE & BEANSIn the skate community, its common knowledge that Tiago loves Brazilian Food, and many claim that rice and beans is the source of Tiago’s power and pop.

CHERRY PARKA straight skate video showcasing Tiago’s talent as he skates his local Long Beach skate spot, Cherry Park.

*To Date

RIDE CHANNELFREE LUNCHGREEN LABEL WORKED WITH THE RIDE CHANNEL TO PRODUCE AN EPISODE OF THEIR LONG-FORM VIDEO SERIES “FREE LUNCH.” FILMED THE WEEK OF THE PREMIERE, RIDE SAT DOWN WITH TIAGO TO TALK ABOUT HIS BEGINNINGS IN BRAZIL, HIS RISE IN SKATING, AND WHAT'S TO COME.

THE FREE LUNCH VIDEO WAS POSTED AFTER THE PREMIERE TO FURTHER PROMOTE THE FULL-LENGTH FILM ON GREENLABEL.COM AND EARNED

MORE THAN 26K VIDEO VIEWS*

EDITORIAL

SPECTRUMTHE TIAGO LEMOS LANDING PAGE AND SPECTRUM HAVE EARNED MORE THAN 15K+PAGE VIEWS TO-DATE.

THE WEEKS LEADING UP TO THE PREMIERE, GREEN LABEL DIRECTED FANS TO A LANDING PAGE WITH THE OFFICIAL MOVIE POSTER AND A COUNTDOWN CLOCK FOR THE LAUNCH OF THE FULL DOCUMENTARY.

AFTER THE PREMIERE, THE SPECTRUM WAS RE-LAUNCHED WITH A LANDING PAGE THAT GAVE VIEWERS THE OPTION TO VIEW THE FULL DOCUMENTARY IN ENGLISH OR PORTUGUESE. INCLUDED ON BOTH PAGES WERE ANECDOTES ABOUT THE FILM, BEHIND-THE-SCENES PHOTOS AND 360-DEGREE VIDEOS.

GREEN LABEL EDITORIALTHE RELEASE OF GUERREIRO: THE TIAGO LEMOS STORY WAS SUPPORTED BY A SUITE OF 26 PIECES OF SKATE-RELATED EDITORIAL CONTENT.

ALL ARTICLES WERE RELATED EITHER THEMATICALLY TO THE FILM (I.E.THE INFLUENCE OF SOCCER ON SKATEBOARDING) OR DESIGNED TO INCREASE REACH LIKE THE ANNOTATED SKATEPARKS OF AMERICA SERIES. THIS SERIES WAS WIDELY PICKED UP BY CORE SKATE MEDIA, INCLUDING QUARTERSNACKS.

*To Date

GREEN LABEL SOCIALGREEN LABEL BEGAN HEAVILY PROMOTING THE TIAGO LEMOS DOCUMENTARY AND THE MOVIE PREMIERE TWO WEEKS PRIOR TO THE EVENT IN LONG BEACH.

SOCIAL ASSETS INCLUDED ORIGINAL VIDEOS, BEHIND-THE-SCENES PHOTOS GIF’S AND EDITORIAL IMAGES WITH LINKS TO ARTICLES ON GREEN LABEL.

40 FACEBOOK POSTS*45 TWEETS*25 INSTAGRAM POSTS*

14.1 MILLION IMPRESSIONS*

*To Date

#TIAGOWARRIORTHE #TIAGOWARRIOR HASHTAG WAS USED ACROSS ALL GREEN LABEL SOCIAL PLATFORMS AND ATTACHED TO ALL COPY ALIGNED WITH ANY TIAGO-RELATED CONTENT.

TO ENSURE CONSISTENT USE OF THIS HASHTAG, GREEN LABEL WORKED WITH DEW GLOBAL, DEW TOUR AND TIAGO’S SPONSORS TO ENSURE THAT THIS HASHTAG WAS INTEGRATED INTO ALL PROMOTIONAL POSTS.

MEDIA

GREEN LABEL MEDIAMOUNTAIN DEW MEDIA TOOK OVER GREEN LABEL AND THE COMPLEX NETWORK WITH HIGH IMPACT AD-UNITS ACROSS ALL OF THE O&O’S THAT LINKED OUT TO THE GREEN LABEL SPECTRUM.

HD PUSHDOWN TAKEOVER (GREENLABEL CAMPAIGN)160K IMPRESSIONS123% DELIVERED VS. BOOKEDHD PUSHDOWN TAKEOVER (COMPLEX + O&O’S)4.3M IMPRESSIONSBC INLINE PROMO UNITS415K IMPRESSIONS

KEY LEARNINGS

BUILD IN SIGNIFICANT LEAD-TIMEWE NEEDED TO PLAN OUR SHOOT SCHEDULE AROUND TIAGO’S AVAILABILITY, AND IN ORDER TO GET THE

SHOTS WE NEEDED (I.E. BRAZIL) THAT MEANT MOVING BACK THE APPROVAL TIMELINE FOR THE VIDEOS. THIS ALSO PUSHED BACK OUR TIMELINE FOR CREATING ALL PROMOTIONAL CONTENT, BUT WE WERE ABLE TO GET

QUICK APPROVALS FROM THE CLIENT TO ALLOW FOR 2 WEEKS OF LEAD-UP CONTENT.

WORK WITH KEY AGENCY PARTNERS FAR IN ADVANCEDEW TOUR LONG BEACH EVENT PLANNING OCCURRED LATER THAN EXPECTED, BUT GIVEN ENOUGH LEAD-TIME OUR TEAM COULD HAVE WORKED WITH TEN NETWORK TO COORDINATE ALL CONTENT CREATION AND

PROMOTIONAL EFFORTS AT DEW TOUR IN ADVANCE.

INCREASE OUR PR EFFORTSTHE DOCUMENTARY EARNED A LOT OF ORGANIC PICKUP WITH SKATE-ENDEMIC PUBLICATIONS, BUT IDEALLY

THE FILM WOULD HAVE PICKED UP ADDITIONAL PROMOTION FROM ADDITIONAL OUTLETS.

KEY LEARNINGS