Global Multifarious Creative Director & Designer.
Focused on creating holistic brand experiences through strategy, visual image making, design systems, and 360° global campaigns. Leading teams and providing hands on results from concept to execution.
Insight → Purpose → Impact.
Adidas, American Eagle, Apple, Athletic Greens, Beats by Dre, Dior, Gretzky, James Perse, NBA, NFL, NHL, New Balance, Nike, October's Very Own, On Running, Under Armor.
- Overview
- Brand—
- OVO®
- Creative Direction & Marketing.
October's Very Own — OVO®
Head of Marketing and Content Creative Director, Leading concept development, brand strategy, digital experiences, and photography / video direction. Leading brand collaborations marketing efforts, with cross channel campaigns. Working with creatives across the globe to produce engaging stories resulting in brand growth and commerce.
October’s Very Own — OVO® Established in 2008 by founders Aubrey “Drake” Graham, Oliver El-Khatib and Noah “40” Shebib, OVO® shares Canadian culture and style to the world through the unique point of view of musicians, artists, entrepreneurs and athletes.
- Brand Campaign—
- American Eagle
- Design & Art Direction
AE FW 2023 / Ziegler
American Eagle, Fall / Winter Capsule' Brand Campaign.
AE+Z FW 2023' Brand Campaign featuring the Ziegler sisters.
Made with Acre Creative.
- Brand Design
- Los York
- Design Director
Curry11
Curry 11 - Design system.
Created with Los York for Under Armour.
- Mobile Shopping Platform—
- NTWRK
- Brand Design & Creative Direction.
NTWRK
Launched the NTWRK shopping platform.
Blending content and commerce with storytelling.
Lead creative on platform design and branded content development.
Partnering with global brands, athletes, artists, musicians to tell engaging
stories through content and commerce.
- Global Campaign—
- Nike
- Art & Creative Direction.
Nike Basketball
Kyrie 3
KYRIE 3 "IMPROV"
To launch the Nike Basketball Kyrie 3 shoe we created a playful dance featuring Kyrie Irving & Questlove. Showcasing Kyrie Irving's masterful improv orchestration on and off the court.
The spot was met with high praise from fans to critics across all significant media industries. Basketball fans applauded the refreshing take on an iconic Nike style with their newest signature star, while Questlove opened the conversation beyond the customary sporting outlets and into music and entertainment culture. Kyrie also gave us a massive assist as he once again hit another game-winning shot, causing Kyrie to trend #1 on Twitter, with the TV spot being as much of the conversation as the game itself. On the biggest stage, we had to deliver, just like our superstar did.
Awards Wood Pencil, Film Advertising Crafts: Use of Music for Film Advertising
- Global Campaign—
- Nike
- Creative Direction.
Nike Basketball
Kyrie 4
KYRIE 4 "FIND YOUR GROOVE"
When the most interesting point guard in the game takes control of his season,
he also takes control of his commercial. Kyrie Irving presents "Find Your Groove"
with special guest appearances from Rob Gronkowski, Jayson Tatum, and Jah Swish.
ADWEEK Had some things to say.
- Global Campaign—
- Nike North America
- Art & Design Direction.
Nike Basketball
Kyrie 2
KYRIE 2 "UNEXPECTED MOVES"
Kyrie Irving's game is full of unexpected moves.
To launch the Kyrie 2, we created the "Unexpected Moves" campaign. We created 5 custom shoe boxes, films, social content, t-shirts and live experiences. The special edition boxes were shared with key sneaker influencers and Nike fans to generate excitement on social media and inspire game with each new colorway drop. The campaign won a Grand Clio was featured on ADWEEK.
- Docu-series
- AG1
- Creative Director
'Morning People'
Human potential is unlimited, time is limited. Allowing our best self to continue to do what we love is the foundation of a healthy life. This docu-series celebrates healthy aging, focusing on stories of community that showcase passion and intimate moments through the lens of relationships, hobbies, and ambition. Why is health important as we all age? Health allows us to do what we love.
Created with the talented group at AG1 and Director Rodney Lucas.
- Global Campaign—
- Nike
- Art & Design Direction.
Kobe, Mambaday
#mambaday
Hate him or love him, everyone feels some type of way about Kobe Bryant. On the day of his last game, we asked the world to give their final word on the Mamba.
3 BILLION IMPRESSIONS
Adweek Most Engaging Brand Content
- Social Content—
- Nike Basketball
- Film Art Direction.
Mamba Mentality, NCAA.
For March Madness, Nike and Kobe wanted to equip teams with the ultimate guide for attacking the game, Mamba-style. These team messages and long form lessons dropped on Final Four weekend along with the new Kobe A.D. NXT.
Directors - Jack Jensen & Trent Ubben
Writer - Newton Stern
- Global Campaign—
- Nike
- Creative & Design Direction.
Kobe 8 /24
To aimed to celebrate the Mamba Mentality by allowing fans and friends to have an interaction like never before with the Black Mamba himself.
To explain to the world what the Mamba Mentality is really about, we created a highly energized film, launched at exactly 8:24 AM on 8/24.
During the 2017 NBA playoffs, Kobe was quoted as saying "My phone line's always open to have a conversation and talk about basketball”, when being asked about his mentorship of NBA players such as Isaiah Thomas and Kyrie Irving.
On 8/24, we opened Kobe’s line to athletes all over the world.
We set up a special Mamba Hotline phone number that Kobe messaged out across social. Fans who called were greeted by a voicemail from Kobe asking them to leave messages of their questions on the Mamba Mentality. Kobe would then select a few to answer later that day on Facebook live.
The hotline immediately exploded, within 8 hours we had:
35,000 phone calls
12,500 voicemails left
34,900 minutes of messages
We got some coverage.
SLAM MAGAZINE COMPLEX USA TODAY SNEAKER NEWS CBS SPORTS BLEACHER REPORT AD AGE
- Global Campaign—
- New Balance
- Brand Design & Film Creative Direction.
New Balance
"We Got Now"
To launch a new global brand positioning we created a series of unique stories featuring the New Balance roster. Each story highlights authentic sport insights, while certifying global dominance in time and action.
"The Kawhi show."
Game speak for itself.
Feating Kawhi Leonard.
"Tokyo Got Postponed. Now Didn't."
Featuring Olympian Sydney McLaughlin.
"This is CoCo."
Featuring Coco Gauff
Made with The Rec League
- Global Campaign—
- adidas
- Creative Direction & Design.
adidas originals
฿£@C₭M₳R₭∃T
adidas originals:
฿£@C₭M₳R₭∃T LXCON
Launched and amplify the unreleased Adidas LXCON friends and family shoe we named "BLACKMARKET".
Created a cryptic and integrated campaign that embodied the spirit of a true blackmarket style release.
This launch strategy started with cryptic teasers, an integrated campaign that embodied the spirit of a blackmarket style hijacking. Designed and developed custom boxes.
10 Million+ organic total impressions and a 30 second sell out.
Film and Photography partners: The Neue School
- Social Content—
- NTWRK
- Design Direction.
I Love Dust
To launch the NTWRK platform we partnered with I Love Dust to create social assets teasing the new platform launch.
- Film Campaign—
- 2K SPORTS
- Film Art Direction, Motion Direction.
NBA 2K21
"EVERYTHING IS DAME."
Damian Lillard took over the airwaves in this mixed media campaign for NBA 2K. Leading creative direction and motion design in collaboration with Los York and Anomaly.
- Launch Campaign—
- Nike
- Content Creative Direction.
Lebron16 x Nike
Harlem Fashion Row
"A HARLEM STORY"
Partnered with Nike Basketball and Harlem Fashion Row to create an authentic content piece capturing the creative energy of Harlem. Celebrating the bold women and men in the community. The episode amplified product storytelling.
Director: Ben Solomon
- Launch Film—
- New Balance
- Creative Direction.
All-Terrain
To celebrate the launch of the The New Balance All-Terrain shoe we created a stylized film bringing to life the style and function of the All-Terrain. Outsiders, by choice.
- Product Launch & Development—
- Nike x Modernica
- Creative Direction.
Modernica x Airmax270
'mid-century'
To celebrate the Airmax 270 'mid-century' we created a natural synergy with the leader of mid-century inspired design, Modernica. With the partnership we created a custom nike x modernica chair and a film highlighting the story of craft.
- Product Launch & Development—
- Nike
- Graphic Design, Creative Direction.
Nike x Bandulu
Bandulu "street couture"
To amplify the Bandulu x Nike Kyrie 5 release, NTWRK created custom D.I.Y. kits inspired by Pat Peltier's design philosophy. The concept and spirit of the launch was about cultivating creativity and dedication to craft.
Each pair came with an exclusive Nike x Bandulu sewing kit, patches, tote bag, and instruction guide from Pat Peltier, the mind and the man behind Bandulu.
The products sold out in seconds.
- Product Photography—
- NTWRK
- Art Direction.
Off-White: 'The Ten'
Photo editorial direction for the launch of the Nike Off-white "10" collection on NTWRK.
Photographer Geordy Pearson / Stylist Shelby Simon
- Content Direction—
- NTWRK
- Creative Direction.
PSG
To release the Herschel x PSG collection we captured the energy of Paris from the perspective of the fans.
Directed by: Rodney Lucas
- Content Direction—
- NTWRK
- Creative Direction.
Nike N7
Unapologetically amplify indigenous stories that transcend sport & culture by inviting N7 members to participate through storytelling. This short documentary, that highlights the plight of three participants of the Zuni Youth Enrichment Project & N7 ambassadors. Celebrating the harmony, resilience, and unbreakable strength of the Native American people—while bringing awareness to Native American Heritage Month. Native Americans need a platform in today’s world. A platform that unapologetically shares the richness of their past, present, and future. A platform of honor. A platform of celebratory love.
Made with the talented Rodney Lucas
- Campaign Content—
- Uninterrupted
- Creative Direction.
Uninterrupted X Nike
"More Than An ____?"
Partnered with Uninterrupted and Nike to amplify LeBron James platform "More Than An Athlete."
This content was captured to tell the stories of real families, friends, students, mothers, fathers,
in Los Angeles and their strive towards greatness.
More Than An Athlete is a platform for self expression.
Director: Rodney Lucas
- Social Campaign—
- Nike Digital
- Design, Art Direction.
Come Out of Nowhere
To launch the seasonal campaign for Nike Basketball we created key athlete stories that where brought to life on Twitter moments.
Resulting in top trending stories across Twitter.
- Campaign—
- Nike Basketball
- Design, Art Direction.
Nike Basketball
KD9 'Focus'
The KD9 "Focus" colorway was inspired by the kid's love of photography
and the influence it's had on his court vision.
Kevin Durants passion for photography inspired these custom shoe boxes.
We created 40 custom boxes each containing a signed and edition photograph.
The boxes where released to NIKE+ members and influencers around the world.
When the box lid is removed it works as a signed and framed photograph.
- Product Launch—
- Nike x Complex
- Creative Direction.
Odell Beckham Jr. AF1
"Sneaker Shopping"
Partnered with Complex to create the first ever shoppable "Sneaker Shopping" episode, Launching the OBJ AF1.
- Product Launch—
- NTWRK
- Content Creative Direction.
Jeff Staple
"Pigeon" SB Dunk
Jeff Staple + NIKE SB + NTWRK Partnered to generate energy around the iconic "Panda Pigeon" release. We brought together a panel of the most influential sneaker culture advocates to discuss the history of the Dunk. During this panel discussion millions of users had the ability to purchase one of the sneaker communities holy grails.
- Social Campaign—
- Nike Basketball
- Design, Art Direction.
'Mood' Playoff Basketball
To amplify the intensity of the NBA playoffs, we created a series of social posts for the Nike Basketball roster shared across social. The campaign titled Nike basketball 'Playoff Mood' brought to life player insights as they approached the ultimate goal.
- Series Content—
- Nike Basketball
- Design, Content Direction.
Nike Basketball
Skylar Diggins
As part of Nike Basketballs "Complete Game Series" we captured Skylar Diggins on her road to recovery. Skylar was hungry to get back on the court. Her fire on and off the floor drove that hunger.
- Series Content—
- Nike Basketball
- Design, Content Direction.
Nike Basketball
Demarcus
Part of a continued series involving Nike Athletes titled "Complete Game" we highlighted characteristics of each athlete. Demarcus Cousins game can not be defined. You can't box Boogie.
- Social Campaign—
- Nike
- Design, Art Direction.
Nike Basketball
KD9
To share Kevin Durant's passion for music that inspires his play we dropped Vine Album covers to hype the launch of the KD9s.
- Campaign—
- Nike
- Design, Creative Direction.
Nike Gifted Moves
We where asked to win the holiday season by driving an emotional connection with athletes. Our insight is across all sports, all athletes want the same thing: TO GET BETTER.
This campaign is about giving a gift that really matters.
Gifted Moves.
- Campaign—
- New York Public Radio
- Design, Art Direction.
New York Public Radio
Month of Mozart presented by WQXR
Named New York Times, High Brow and Brilliant Matrix.
Campaign ideation, Mozart claims his revenge on Beethoven.
Claiming his thrown as a street artist he graffiti’s over last months WQXR Month of Beethoven, Obeythoven.
- Series Content—
- Nike Basketball
- Content Direction.
Thank You, Tamika.
"THANK YOU"
TAMIKA CATCHINGS
The GOAT retired in 2016, we created a film for Tamika to share her story.
- Brand Design—
- Radio Lab
- Design, Art Direction.
Phoenix
Radiolab presents Pheonix, The story of evolution.
- Branding—
- Arete Performance
- Design, Brand Development, Creative Direction.
Arete Complete
Launched and developed the Arete complete performance towel brand,
created for an active lifestyle. Inspired by traditional cultures and created
with a unique blend of microfiber for a soft and luxurious feel.
We take pride in creating the best performance towels on the market.
Our material is constructed for all physical activities.
- Branding—
- New York Cosmos
- Design, Art Direction.
New York Cosmos
The New York Cosmos are an American professional soccer club.
The Cosmos needed a smart, bold, contemporary re-launch, re-brand, new identity, and club awareness that would appeal both to fans of the original team and to a new generation of soccer enthusiasts.
- Branding—
- CMJ Music Festival
- Design & Art Direction
CMJ
CMJ Music Marathon is one of the world’s most important platforms for the discovery of new music. Throughout one vital week every October, CMJ features over 1,400 live performances in more than 80 of New York City’s greatest nightclubs and theaters.
120,000 artists, music fans, and industry insiders descend on the city for exclusive parties, over 100 cutting edge conference events featuring industry insiders, an Entertainment Business Law Seminar and College Day, a mixer designed especially for college and non-commercial radio programmers.
- Branding
- Design, Art Direction
World Cup
Posters and digital images created to celebrate the World Cup
