RoundUp
FROM THE GROUND UP - COMMUNITY CLEAN UP INITIATIVE

The health, wellness, and social benefits of parks, courts and play spaces are vital to keeping a community thriving. But all over the country these neglected spaces have become home court to something else – weeds.

FTGU is so much more than a park cleanup program. This is about removing all that’s bad and replacing it with a renewed canvas to grow all that’s good – inspiration, imagination, and community.

Launch Film
We launched our initiative with an animated video that illustrates the kind of good that can grow when you get rid of weeds.

The Activation
El Centro Del Pueblo community center in Echo Park, CA was the first park revamp of our initiative. The goal was to help the non-profit community service agency in their mission to improve the quality of life for community members by creating a beautiful, multi-use space that cultivates togetherness and change.

We hosted a 3v3 tournament and launch party to celebrate and unveil the new court. Below is a sizzle of the successful event.

The El Centro del Pueblo court features custom art inspired by Southern California car culture. The design was brought to life by artist and local community activist,
Mario Herrera.

Extending our reach
We worked with our design department to design a logo, as well as a look and feel for the initiative to put out as paid ads on social.