Knick's Player David Lee made himself known by his peculiar haircuts. vitaminwater decided to use the player as spokesperson for a New York promotion. My roll was to create and art direct a website in which people would create and submit different haircuts for the player, and he'll get the most voted one in a public event at freeman's alley's Barber shop. People could also upload their own pics and forward to their friends in order to virally promote the site.