I created the long-running “Our Soccer” brand campaign for MLS when I was ECD at Cornerstone. “Our Soccer” celebrates the culture of each MLS club, through the voice of its fans and personality of the city.
Watch “Our Soccer” and “How We Do”
My role was leading internal and external teams on creative for TV, digital, social, location-based experiences, brand partnerships, talent and influencer strategy for the league’s brand marketing in English, Spanish and French.
“Our Soccer” brought new voices to MLS with a connection to their hometown clubs—2 Chainz, Miguel, Rico Nasty, Prince Royce, TOKiMONSTA, Danny Trejo, Ric Flair.
It’s a league for the future of North America.
I created That’s the Mix, a music-led campaign to launch a new Sprite flavor at McDonald’s, while ECD at Cornerstone/FADER.
For a dollar, fans could try the new Sprite and pick up a free piece from the Joe Freshgoods x Sprite x McDonald’s capsule collection.
Joe, SuperDuperKyle & Brick launched a campaign full of firsts: the first McDonald’s Instagram Live, first custom music video integration with Spotify’s Rap Caviar and first JFG collection released in multiple cities simultaneously—at an inclusive price that everyone could afford.
Kyle & Brick’s That’s the Mix music video lookbook previewed the drop, available only at McDonald’s locations nationwide, including Joe’s hometown of Chicago.
Fans lined up around the block to try the flavor and pick up the drop. The campaign earned over a billion media impressions in one week, without a big traditional campaign.
That’s the Mix opened the door for a new era of McDonald’s promotional drops and custom menus that broke through in culture.
Press: GQ, WWD, Chicago Reader, Adweek, The Source
My most recent Nike work tells the stories of New York athletes on social and the Nike app, a fun assignment that started with beautiful filmmaking by Jordan Hall for Bryght Young Thyngs.
I love to work with Nike, you get to harness the energy of sport and help people unlock a new mindset, bigger than the game.
Some favorite projects:
Wrote the stories of every Air Force 1 in history for Nike 1THOLOGY, which Virgil Abloh pulled from the archives and featured in his 2018 Nike x Off-White x MoMA experience.
Scripted the Rakim-narrated interactive history of Nike Basketball.
Started the first Nike Nike Basketball blog and podcast.
Directed a series of short films featuring Kobe, LeBron, Steve Nash and future stars at Nike skills academies.
Interviewed LeBron in character as “Wise LeBron”—he was so funny, Wieden turned it into a playoff spot.
I helped WØRKS to develop the brand strategy, identity, creative and content direction for Boldly, a new plant-based brand that will debut in 2023.
Soon after launch, the Boldly site won FWA Site of the Day.
At Ogilvy, I co-created Instagram’s first brand campaign, “Find More to Heart.” Directed by Kris Merc and edited by Mah Ferraz, the films champion Instagram creators who brought heart to the early days of the pandemic.
Watch “Whole Chef” and “Self ❤️”
Also at Ogilvy, I worked with Issa Rae and illustrators Jade Purple Brown and Temi Coker to create Instagram’s 2020 #ShareBlackStories campaign. Issa shared her own stories to kick off the campaign.
Watch “My Style Inspo” and “Soundtrack to My Story”
I worked with Campfire and The Mill to bring Amazon Prime Video’s first adult animated series “Fairfax” to life, scripting and designing an immersive, interactive experience on the block that inspired the show.
Check out the case study.
Guests started at the back of the line, talked their way past security, filled their wallets with Latrineum, shopped designs by Jeff Staple, pulled the Drop Lever and rode a giant verified check mark to get their clout up—all for free.
On the way out, guests received a neighborhood map to support Fairfax restaurants like Prime Pizza, Sweet Check and Taco Vega, where their Latrineum got them deals and discounts.
Press: Hollywood Reporter, Complex, Hypebeast, Input, Adweek
I created Song Stories: Bowie, a global event series at Sonos pop-up spaces in NYC, London and Berlin.
The highlight was working with curator Paul Gorman, the Bowie estate and photographer Mick Rock to select never-before-seen images and relics from Bowie’s life in each city.
Song Stories turned the Sonos One into a live storytelling device for memorable Bowie raconteurs—Mark Mothersbaugh, Goldie, Peaches, Tony Visconti, Nikki Sixx and Alison Goldfrapp.
At the end of each story, they asked Alexa to play the related song and inspired the audience to hear Bowie from a new perspective.
The stories were fantastic, one of my favorite projects as ECD of Cornerstone/FADER.
Press: Billboard, Fast Company, GQ, Den of Geeks, Daily Mail
It was an honor to be part of the Nowadays Creative team that developed concepts for Breanna Stewart and the Puma Stewie 1—the first women’s signature basketball shoe in over a decade.
She chose “Quiet Fire” because it embodied her humble work ethic and the intensity of her game. Respect is due—and long overdue.
Press: Hypebae, Sports Illustrated, GQ
I’m always looking for new creative collaborators who are unafraid to experiment and innovate. That’s what drew me to web3—the opportunity to find likeminded people willing to try new things.
Highlights so far include:
Advised Sneaker News founder Yu-Ming Wu on the free mint of the Sneaker News Membership Card & Snkr Frens, a web3 sneaker club with NFT & IRL drops
Developed the “Music Is a Place” brand strategy and identity with WØRKS for web3 music platform Elynxir by Pixelynx
Advised Champ Medici on the Bored 8th POAP and scavenger hunt, which took place around the city during NFT NYC 2022
Collaborated with Autograph and the PGA Tour on an upcoming web3 platform for golfers and fans
Hosted Twitter Spaces and Discord AMAs with Michaela, OSF, Degenz, Josh Ong, Claw Money and franalations
Co-hosted the NFT NYC 2022 kickoff party to help people connect IRL ahead of the conference
More to come—watch this space 👀
I collaborated with jazz saxophonist and composer Darius Jones to direct campaigns for his unique performances and produce the Carnegie Hall debut of his composed work, The Oversoul Manual.
For Oversoul, we engaged artist Anthony Marshall and director Matthew O’Neill on a limited-edition box set and documentary short films. We worked with director Rosalino Ramos and photographer Kholood Eid on the campaign for Le Bébé de Brigitte (Lost in Translation).
I feel strongly that brilliant artists and musicians, especially avant-garde thinkers outside of the mainstream, deserve to have thought and care put into the promotion of their work. When the creative campaign is grounded in a deep understanding of the project, it amplifies the themes of their art and extends the concept further.
As creative director in residence at Milk Agency (Milk Studios) for two years, I led the design of an immersive editorial experience in NY, LA, Toronto and Vancouver. Editors and influencers trained with soccer legend Brandi Chastain, had their portraits shot by Cass Bird and took a multi-city #betterforit challenge.
They trained for ten weeks in NY and LA, ran the Nike Women's 15k in Toronto and celebrated at the Women’s World Cup in Vancouver,
I continue to collaborate with Milk on special projects and brand campaigns.
Selected Press: Vogue, Toronto Star
You can find Pabst-themed murals in various styles all over the country, but no one had celebrated that brand connection, or created a day for mural artists across the country, until National Mural Day.
Pabst Blue Ribbon and legendary New York artist Cey Adams organized the first-ever day of its kind, curating and funding artists to create new murals and short films about their process.
National Mural Day inspired other cities and local organizations to promote their own hometown artists.
Public art gives our day-to-day lives meaning. It was great to see a brand get behind an idea that everyone can appreciate and enjoy.
Watch “Cey Adams - Why I Make Art”
Press: Juxtapoz, Cool Hunting, Sacramento Bee, Austin Statesman, LA Weekly, News 12 Brooklyn
From a Q&A with Chino and Claw Money, to DJ sets by Stretch Armstrong and DB, to a live set by Deem Spencer, to a make-your-own-sticker session with Morgan Kelly, Lower East Studios hosted a weekend of free events to promote the release of Stickers Vol. 2 by DB Burkeman.
Press: Frank 151, Forbes, LA Weekly, BFA, Hypebeast, Highsnobiety, TheArtGorgeous, Paul Gorman