WORK
My creations lie at the intersection of social/digital, production and brand partnerships meant to tap into fandom, evoke nostalgia, inspire trends, and lead culture.
Direction
Conceptualized, produced and directed the music video for KayCyy’s highly anticipated new single “My Jeans”; filmed on location in Australia.
Social
Partnered with EA and Lucas Films to harness the power of Star Wars fandom to boost awareness and drive pre-orders for the new Star Wars video game by sending life-sized Tie Fighters to content creators Zach King and Preston Plays, and Artist, Logic.
Art Direction
Developed the treatment and marketing roll-out for KayCyy’s “Roll the Dice” produced by Gesaffelstein to activate hype and engagement before a global tour across the US, Europe, Australia and Asia.
Production
To celebrate the limited-time “Campus Legends” mode in Madden I produced a branded piece that tapped into the hearts of college football fans by recreating the infamous 2006 game between the Texas Longhorns and USC Trojans. “Campus Legends” Reggie Bush and Vince Young competed as their Alma Maters in Madden on the field of the legedary Rose Bowl Stadium. Influencers like Deestroying and Airrack amplified the content from the sidelines.
Integrated Campaigns
Amplified Durex’s inclusive “Love your sex” message with an integrated marketing campaign that strategically embedded the brand in culture via relevant product placements, influencers, and events/festivals.
Partnerships
After discovering Apex Legends fans also have an affinity for streetwear I worked with Electronic Arts to develop a partnerships with the pinnacle of style, Market. We partnered with the forward-thinking, fast-growing cultural brand to create in-game skins and an exclusive merch drop. We amplified the merch drop through fashion creators.
