The Lucky Ones
Collaborating with the luckiest creators on the planet
THE ASK
Lucky Brand turned to CHANNEL to build and manage a network of creators who could embody the look, feel, and spirit of the brand across seasonal campaigns and ongoing denim storytelling. They needed partners who weren’t just influential—but instinctively on brand.
THE CHALLENGE
Denim is timeless—but capturing attention isn’t. Lucky needed creators who could produce premium, personality-driven content that felt effortless, not overly styled. The goal was to create a steady drumbeat of brand-aligned visuals that would resonate across platforms, while feeling true to each creator’s voice.
THE APPROACH
CHANNEL developed “The Lucky Ones,” a rotating roster of creators selected for their creative vision, subcultural resonance, and built-in production capabilities. We managed the entire pipeline—search, contracting, briefing, content delivery, and licensing—ensuring each partnership was both collaborative and turnkey.
Our casting process prioritized quality over clout. We sourced a mix of micro and macro creators, not just for their follower counts, but for their ability to capture lifestyle-rich, platform-native content that felt like an extension of the brand. From vintage archivists to indie musicians to laid-back stylists, each creator brought a distinct, lived-in POV to Lucky’s world.
Each collaboration was structured for success: CHANNEL handled briefing, approvals, and content QC while giving creators the creative flexibility to shoot in their own spaces, with their own voice. We delivered a range of polished UGC and editorial-ready assets—ideal for TikTok, Instagram, paid media, and eComm. The content felt native to the feed and true to the individual, but unmistakably Lucky.
Over time, “The Lucky Ones” evolved into more than just a creator list—it became a recognizable part of the brand’s identity. The partnerships produced a consistent stream of high-quality content, strengthened Lucky’s presence across platforms, and provided the brand with a flexible, culture-forward content engine. It’s not just influence—it’s creative equity, built to last.