ASICS SportStyle
GEL-NYC | New York State of Mind
ASICS GEL-NYC launch campaignRole: Creative Executive (Contract)
Agency: Wheelhouse Labs
Output: Creative Strategy, Creative Direction, Talent Curation, Copywriting
Goal: To help ASICS connect with new consumers by showcasing the GEL-NYC as an archive-driven expression of the energy and flavor of New York City
Problem: The disconnect between the globally recognized Hollywood version of New York City and the real NYC made it difficult for ASICS to tell a story that feels familiar without clichés
Solution: We created a video and print campaign that let locations beloved by locals co-star alongside Bronx-born skateboarder and musician Black Dave and his squad as they captured and shared the energy of this vibrant metropolis
Result: Hypebeast named ASICS best footwear brand of 2022

Weedmaps x Vice TV
Tumbleweeds with Killer Mike
TV series dealing with cannabis culture, community, and informationRole: Creative Strategist, Culture Consultant
Agency: Wheelhouse Labs
Output: Ideation, Concept Development
Goal: To position Weedmaps as the top cannabis-centric media outlet in the world by embedding it in the vernacular of the culture and community
Problem: Cannabis media is generally limited to either stereotypical stoner/recreational user stories or the back-and-forth political arguments surrounding prohibition
Solution: We built a docuseries around rap icon Killer Mike—following him as he visited cannabis businesses and met with celebrities to explore the intersection of entertainment, cannabis, inclusivity, and community
Result: Clio Cannabis 2022 Bronze winner

ASICS SportStyle
GEL-LYTE V | Re:New the Soul
ASICS Re:Collaboration and Re:Material launch campaignRole: Creative Executive (Contract)
Agency: Wheelhouse Labs
Output: Creative Strategy, Creative Direction, Talent Curation, Copywriting
Goal: To create excitement and drive sales of the ASICS GEL-LYTE V by celebrating its 30th anniversary and showcasing how the legacy, craftsmanship, and style that the shoe is known for worldwide can be delivered in a relevant and sustainable way
Problem: Fashion, culture, and technology are changing faster every day, making it increasingly challenging for ASICS to celebrate its history while remaining relevant
Solution: We used the art of upcycling as the vehicle to spotlight the impact of 30 iconic GEL-LYTE V brand collaborations, and various materials that have been utilized over the last 30 years in the design of the GEL-LYTE V
Result: Hypebeast named ASICS best footwear brand of 2022

Supercell
Art exhibition for the Clash of Clans game
Art Toy Culture convention (Seoul, S. Korea)Role: Creative Director, Curator
Agency: Cartel Creative
Output: Creative Strategy, Creative Direction, Talent Curation
Goal: Boost brand awareness and engagement in this iconic mobile game by creating a captivating IRL experience
Problem: Though Clash of Clans was one of the most popular mobile games in the world, the venue that the convention was being held in was enormous and crowded with other successful brands
Solution: To create a show within a show by using original artwork to peak attendees’ interest, stimulate their imagination, and immerse them in the world of Clash of Clans
Result: The show filled a wing of the largest art and toy convention in Seoul, South Korea with an attending audience of 375,000+ visitors over 5 days—an approximately 85% increase in direct engagement over the previous year

Rhyme Fest 2024
Multistage Hip Hop Festival
The Torch at the LA Coliseum (Los Angeles, CA)Role: Creative and Brand Experience Consultant, Curator
Agency: Cartel Creative
Output: Brand and Creative Strategy, Event Production, Talent Curation, Marketing
Goal: To move Rhyme Fest from a single-stage specialty event to a multi-stage festival in the heart of Los Angeles
Problem: Rhyme Fest has always focused on classic, cultural Hip Hop, but an increasing number of classic and modern Hip Hop festivals created a lot more booking and sales competition
Solution: We created an exclusive series of small parties and meet-and-greets leading up to the main festival day, which allowed for community reinforcement, media interest and access, content creation, and direct artist-fan engagement
Goal: An over 130% increase in attendance and 77% increase in media impressions from the year before