To promote Heritage Boot, an Austin bootmaker, we came up with a twist on the Shoemaker’s Elves: four bootmaker’s elves, who live and work in their underground lair, below Heritage Boot. Our team created a backstory to give them history and a reason for being: creating funky, authentic boots by hand for their lucky host, Heritage Boot. Visitors learn the bootmaking process and actually build a boot by playing a different game in each elf's room. To push traffic to the site, we created social media assets for each of the elves, stop motion YouTube videos, newspaper ads, t-shirts, and stickers placed around downtown Austin. The site and guerrilla campaign were launched during SXSW.