Fat Earth Media

Fat Earth Media is a digital marketing agency with a soft-spot for mission-driven brands. Our goal is to elevate the baseline of consumer behavior, orienting consumers towards mission-driven brands as the most trustworthy and honest digital marketing agency promoting products of purpose.

CEO + Founder // Head of Growth Strategy

Good Joo Joo

5+ years experience in Digital Marketing, Project Management, and Business Strategy  with a demonstrated history of working in various industries. Skilled in Digital Acquisition, Marketing Strategy, Analytics, and CRM.

Digital Marketing Manager

Providence

Worked as a Project Manager who led Marketing and Business Development efforts for Providence's Texas operations which has offices in Austin, Dallas and Houston.  Utilizing his knowledge and capabilities with emerging technologies, John drove brand awareness and lead generation for Texas area offices. 

As Program Manager, John was in charge of identifying new business opportunities and driving revenue growth through new client partnerships. He leveraged progressive Digital Marketing technologies to drive brand awareness, generate new qualified leads, and to continue establishing Providence's presence in Texas as a leading authority in Environmental Consulting and Engineering. With an emphasis on efficiency and process improvement, John  focused on building new client relationships that were mutually beneficial and profitable.

Natural Resources Program Manager - Texas Operations

University of Georgia

M.S. - Environmental Sciences

Louisiana State University

Student Data Technician

US Forest Service

Worked as part of a team to delineate wetlands in high-risk public safety areas in the Arapaho and Roosevelt National Forests. In areas affected by Mountain Pine Beetle infestations we were charged with delineating wetlands in areas where hazardous tree removals were to take place. We used GPS receivers to record locations of high priority zones, managed this data through the use of ArcGIS software.

Biological Sciences Technician

I Worked as a member of a team collecting data on the status of wild salmon fisheries in Southeast Alaska. My duties included: conducting adult fish counts, trapping juvenile salmon, measuring and recording characteristics of juvenile fishes, in-stream habitat surveys, stream substrate analysis, and coarse woody debris counts. Completion of duties required long hikes and many physical challenges. In charge of documenting progress on the Harris River Restoration project, a large in-stream bank stabilization project.

Challenging and stewarding mission-driven brands with a creative-first approach to amplify their impact

Are you looking for a partner to amplify your impact and elevate the baseline of consumer behavior? 
If yes, read out more and let’s build a better future for the planet together.

My name is John. I am the founder and CEO of Fat Earth Media, an agency promoting products with a mission. 
I lead a diverse team of passionate and ethical marketers to help your mission-driven brand fulfil its vision.

We measure the work we do by looking at our clients’ impact. 
We have helped more than 150 brands and managed millions in ad spend.  
But what we are the most proud of are the 40k hectares of wildlife habitat protected and  the 391,000 pounds of food waste up-cycled.

Our mission is to elevate the baseline of consumer behavior, orienting consumers towards mission-driven brands.

We adopt a creative-first approach backed up by iteration and data to help you minimize waste and double-down on what works.

Don’t take our word for it, have a look at what our clients say and our case studies.

If you are a mission-driven brand, I would love to hear about your ambitions. 
Drop me a DM and let's get to know each other!

Alternatively, you can schedule a complimentary ad creative inspiration session to learn how to get the right ad creative for your brand: https://bit.ly/3Oc6knD

John Gross

The Mighty Shed

Director of Culture and Partnerships

- Creative director focused on creating culturally relevant brand activations and collaborations

- Highlight Projects Include: FRKO’s Corner Store Miami Art Week 2018 artist installation that attracted 1K+ attendees per day and 10K+ likes and interactions, Kindred Arts All Power to All People 2020 exhibit, a travel exhibition of Hank Willis Thomas 25ft symbol of community, strength, perseverance, equal justice & belonging, Quarantunes 2020, a weekly live stream and art auction used to raise money for No Kid Hungry during the early days of the COVID-19 crisis.

Creative Director  | Head of Cult Divison

Cobra Corps

- Creative collective managing talent and brand partnerships, producing proprietary and client events including recurring nightlife series, pop up events, sponsorships, and content. Trusted point of contact for brands and agencies looking to produce events in Atlanta.  

- Notable Clients: FX Atlanta, HBO J.Cole, Red Bull, Dos XX, AFROPUNK, Adidas, Champs DJ Khaled, Nike, RJRT

- Talent Roster and Proprietary Events: Jay Envy, Dj Ohso, Sofa King Evil, Florista, Sloppy Seconds and DownnDurty

 Co-Founder and Brand Manager   

Red Bull

Executed events, including live music and music festival support, throughout the Southeastern US., worked as a community liaison to local culture leaders and talent, acted as a specialist in Red Bull Regional Presents events. 

Highlight Projects Include: Red Bull Culture Clash Atlanta 2017 and 2018, events that each attracted 3,250+ attendees; and Red Bull Music Presents: ATL is Burning Ball, a bespoke live music and ballroom underground event that attracted 1,400+ attendees

Culture Marketing Events Specialist

- Provide oversight and maintain direct communication with curators, local tastemakers, community organizers, and bands for Sound Select, Culture Clash, and Amaphiko programming series and special events. Manage the booking & contracting of all acts, provide creative direction for monthly presents nights including premium takeaways and thematic partnerships, and manage the overall run of show for each presents night. 

- Produced 48 shows with 87% of them being sold out with an average venue capacity of 600, Helped in creating 15 up-leveled experiences for Sound Select artist across the South East including 3 regional tours, 1 national tour, and multiple artists placements at national festivals. 

- Received promotion from Atlanta market to regional manager of Sound Select Project, acquiring entire Southeast region including Miami, Austin, and Nashville.

Community Manager

Mirrorball

- Market and programming lead for Dos Equis, R.J Reynolds, Heineken, Jack Daniels, Facebook, and Instagram. 

- Create, manage and execute a full program of events that bring Dos Equis to the core consumer in Atlanta, provide third-party support to local talent and influencers through product seeding.  Exceeded monthly seeding and activation goals by 75 % throughout 2014. 

- Promoted to Dos Equis Market Specialist over small sponsorship in 2015. Created 70 activations between on and off-premise accounts, seeded over 1682 cases of amber, lager, and Dosarita. 

- Built strategic partnerships with national, local businesses, and community organizations to create cultural relevance for a first-ever R.J. Reynolds loyalty and awareness program. Produced, implemented, and oversaw 120+ non-traditional branded experiential activations and influencer programs. 

- Exceeded RJRT attendance goal by 140% with a consistent attendance of 90+ adult tobacco consumers per activation with 66% being repeated attendees. The local program model has since been scaled and implemented across the country. 

- On-site producer and hospitality manager for Jack Daniels Hotel and General store activations during NBA Allstar Weekend 2017

- Onsite Manager for Instagram/Facebook content program for 2018 College Football Championship

AFROPUNK Worldwide LLC

businesses to create exciting activations leading up to ATL festival such as film screenings, lectures, after parties, and kickoff events 

- Worked with a local artist to enhance the overall appearance of 787 Windsor festival grounds and the creation of Atlanta-centric merchandise. Artists include Rising Red Lotus, FRKO, Corey Davis, and Miya Baily.

- Notable events: Afropunk ATL’s inaugural Battle of Bands, Reds Wicked Ale’s Afropunk Kickoff w/ Run The Jewels & SZA, and The Black Panthers: Vanguards of the Revolution screening.

FRESHIAM

- Co-founder of Atlanta-based streetwear brand FRESH.i.AM.

- Lead original FRESH.i.AM marketing campaigns via F.i.A brand blog that evolved into a massive online following of 47k plus followers

- Manage domestic, foreign retailers and multiple client relationships and projects concurrently with notable streetwear brands, artists, and lifestyle brands such as Black Scale, Dope, M+RC, and Mishka

- Created pop-up and immersive events such as fashion meets art event titled Chapel at Art Basel featuring a design by FRESH.i.AM, a score by HxV, with a massive visual installation by Dosa Kim of Goma studios

Brand Manager

A3C Festival & Conference

Responsible for developing and heightening the cultural experience at A3C by facilitating film, visual, dance, and additional interactive content at A3C. Actively engaging and developing partnerships with influential art and culturally-based organizations, companies, and individuals including the development of a fashion panel featuring iconic streetwear legends Mega Yabut of Black Scale and Jeff Staple of Staple brand.

Director of Culture  

MJQ Concourse

MJQ is the center of Atlanta's counter culture world. During my time at MJQ we have hosted high profile acts such as DMC champion DJ Klever , Treasure Fingers of Fools Gold records, and Jillionair of Major Lazer just to name a few.

- Creates unique monthly activations centered around local residents and traveling talent

- Maintains relationships with sponsors

- Local project manager on Atlanta's legendary monthly event Sloppy Seconds

Talent Buyer and Promotional Director

Halo Lounge and Bar

As promotion and marketing Director at Halo Lounge, My responsibilities centered around booking and branding for Halos friday nights. I was also responsible for creating relationships brands in order to further the bars resources .

Promotions and Music Director || Booking Agent

Digimo Printing

Created media and design projects for clients based around branding , logo design, web design , app development and print production . 

Proficient With Konika Minolta Printers 
Proficient With both HP and Epson Wide Formate Printers

Designer

I’m the Director of Culture and Partnerships at The Mighty Shed, and I have over a decade of specialized experience in steering cultural strategy and brand innovation. My professional journey is marked by a consistent track record of crafting impactful cultural narratives and experiences that resonate deeply, fostering strong connections between brands and their audiences.

With a keen eye for identifying and setting industry trends, I excel in leading strategic collaborations that push the boundaries of creativity. I am passionate about driving thought leadership and innovation within the cultural and creative sectors and continuously influencing and evolving the brand and cultural engagement landscape.

taplio

The Battle

John Gross

Chris Williams

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