Role: Director, Photographer & Videographer
Project: Create a 60-second video that highlights the generational value that hip-hop icons RUN DMC and JMJ have provided for Adidas and culture. Additionally, provide world-class photo assets that target and present a youth-driven mindset.
Solution: Wrote a powerful narrative around the generational impact JMJ's legacy has left through his two sons and his newborn grandson.
Execution: Shot this multi-camera piece alone on a makeshift budget. Equipment included Sony FX6 and Sony A7R V.
Role: Director of Brand Marketing
Project: Revitalize a ten-year-old online shop and reignite its existing audience.
Solution: Create a unique and bold strategy that aligns with the ethos of the original blog from the early 2000s while encouraging Gen Z and millennials to shop as well.
Execution: Redesign the site, marketing, products, and the overall scope of what the OKAYshop meant to its audience. Build out custom programming that tells a story and creates a real connection with the audience.
Results: Over 300% growth year over year in revenue, grew the online community to over 100,000 email subscribers, and created a workflow and process that continues to build on the original ethos. Marketing comms outperformed industry standards with open rates over 45% and CTR's over 2.0%.
Role: Head of Branding, Marketing, Design, and Business Development Initiatives for Jam Master Jay's, a legacy marijuana brand that delivers premium products in custom patented packaging.
Project: Launch a cannabis brand in multiple states with unique marketing and packaging for each.
Execution: Co-led production for an immersive experience with Burton Snowboards and A$AP Ferg, bringing new exposure to snow sports through personal connections and digital awareness, helping to lay the foundation for programming still used today. Additionally, hosted launch events in LA, NYC, Detroit, and Boston.
Results: Sold over 50,000 units across five states, working with manufacturers, distributors, and growers in each state to ensure safety and legal compliance. Partnered with industry leading companies like Cookies, GAGE, Lemonade, Native Roots, and many others.
Role: Creative Lead and Marketing Consultant
Project: Create custom content to help amplify Audiomack's online presence, additionally developing a paid media strategy that would result in app downloads, their main KPI.
Solution: Shoot and edit content in various formats to allow for native consumption on all distribution platforms. Cover events, photo shoots, and all things Audiomack for a 24/7 approach to content creation.
Execution: Edited over 1,500 videos and split-tested them across DSPs. Shot, edited, and delivered event coverage in less than 24 hours, and built out custom programming for audience engagement.
Results: Over 250,000 app downloads for under $0.75 with high retention rates. Helped scale and grow social followings from 30,000 to over 500,000.
Role: Creative Lead and Event Producer
Project: Create and produce a branded party for a monthly party downtown LA at the W Hotel for premiere streaming service Audiomack.
Execution: Created 'Dial It In' a themed pool party where industry veterans and up and coming dj's would perform. The events grew to hundreds of people, often sold out and the bar would be packed. Celebrities would often come and hangout poolside
Results: 40k rsvp's, over 5k attendees, multiple themed events, celebrity appearances, and a cult following
Role: Creative and Marketing Lead
Execution: Captured unique moments that encapsulated the event for brand sponsors, created a strategy to sell tickets, managed client expectations, and worked with the team to ensure safety, permitting, and vendor setups were ready. Partnered with industry leading companies like Adidas, Audiomack, General Mills, High Hemp, and many others.
Results: Multiple sold-out events in tier-one cities.
Role: Chief Creative Officer
Execution: Designed, manufactured, and marketed a custom cut-and-sew apparel line for the face of the NFL UK, Super Bowl champion and Pro Bowl running back Jay Ajayi.
Results: Produced two full lines and multiple one-off pieces, hosted two events internationally in London to sold-out crowds, and received endorsements from celebrities and professional athletes like Todd Gurley, Thierry Henry, Stormzy, and others. Shot, directed, and produced all creative content from photo shoots to video. Featured in Complex, Sports Illustrated, The Tonight Show, and many others.
Role: Creative Director
Project: Develop a brand and visual identity that embodied an ethos surrounding professional athletes outside of sports. Focused in lifestyle content and encouraging athletes to step outside of sports and into their passions.
Results: over 100 million impressions across platforms. Worked with legendary athletes including Warren Moon, DeSean Jackson, Odell Beckham Jr., Mark Ingram and many others. Featured in Forbes, Eater, Hypebeast, and produced a documentary for NASCAR that was featured on NBC Sports. Worked and partnered with luxury brands Versace, Phillip Plein, Jeffery Rudes, and many others.
