NEW WORK

COMPLEXCON CREATIVE DIRECTOR - BRAND PARTNERSHIPS
Led end-to-end creative development and social rollout for multi-brand partnerships at ComplexCon, guiding strategy, ideation, and on-site content capture across fashion, footwear, beverage, and entertainment sponsors. Oversaw campaign look & feel, talent alignment, and real-time social storytelling to translate physical activations into high-impact digital moments. Directed cross-platform content suites (TikTok, IG Reels, YouTube, X) that extended the cultural reach of the festival beyond the convention floor, resulting in increased partner visibility, audience engagement, and post-event longevity. Collaborated closely with brand partners, internal studio teams, and production to ensure each campaign delivered both fan-facing cultural relevance and measurable brand KPIs.

JORDAN BRAND - COMPLEXCON 2025
Supported the promo, social, and creative execution for Jordan Brand’s presence at ComplexCon 2025, driving engagement around the debut of the Air Jordan XI “City Pack.” Partnered cross-functionally with brand, agency, and influencer teams to deliver on-site storytelling, social content, and creative assets that amplified the brand’s culture-driven narrative across Houston, Atlanta, and Las Vegas. Helped translate the activation’s immersive experiences into high-impact digital moments, boosting visibility and community excitement ahead of the global release.

ESPN x HELLSTAR — Complex New York Pop-Up
Served as Creative Director overseeing concept, visual identity, and on-site execution for the ESPN x HELLSTAR activation at ComplexCon New York. Led the full creative process from pitch through production, including spatial design, branded merch drops, and real-time social content strategy. Directed live capture and talent moments to translate the pop-up’s energy into high-impact digital storytelling across ESPN, HELLSTAR, and Complex channels. Collaborated with ESPN Creative Studio, HELLSTAR leadership, and internal Brand Partnerships teams to ensure the experience authentically merged sports culture with streetwear, driving both fan engagement and partnership amplification.

COMPLEXCON 2024
ComplexCon is Complex’s “cultural Super Bowl” and for the past 8 years has generated tens of millions in retail sales and brought together some of the biggest icons and brands.
I’ve lead creative direction and creative strategy across brand partnerships throughout each iteration of ComplexCon.

INTEL x ZEDD: EXCLUSIVE MERCH POP-UP

In partnership with Complex NTWRK, Zedd and Intel then brought the "Lucky" AI Experience and the world of "TELOS" to an exclusive IRL merch pop-up at Complex LA for three days, where fans were able to interact with Intel Core Ultra laptops, direct-to-garment print their stained-glass self-portrait onto a custom "TELOS" tote bag, and shop limited-edition merch inspired by album visuals. The opening night of the pop-up also doubled as Zedd's album release event, where VIP guests counted down the album drop and had the opportunity to shoot personalized social video content with prominent director Cole Walliser.

Coca Cola Dreamworld: Curated by Kerwin Frost
Strategic development and creative direction.

Have you ever wanted to step inside of Kerwin Frost’s mind? The multi-hyphenate Harlem native has made a name for himself by being himself. His creativity, whether in music, fashion or sneakers, always takes on a fresh and thought-provoking perspective. To capture that genius, Frost and Coca-Cola Dreamworld collaborated to create a version of what his dream world would look like.

This virtual playground takes its cues from the Coca-Cola Dreamworld limited edition, which allows consumers to traverse through the surreal and imaginary realms. Kerwin and Dreamworld are inviting you to come in and explore this digital playground and customize the way you see fit. Let your imagination run wild!

Timberland Hiking With Rappers
Strategic development and creative direction.

In Timberland’s Hiking With Rappers, comedian King Keraun hits the trails with celebrities such as Rick Ross, Quavo, Coi Leray, Fat Joe, Big Sean, Lil' Kim, 2 Chainz and more!

Champs Sports Premium Content

Complex teamed with Champs Sports to create a longstanding suite of premium content that seamlessly fused product and the athlete’s story while speaking directly to their core audience.

I developed, pitched, directed, and produced these custom franchises and fostered a creative partnership with Champs for 5 years as we evolved the content and storytelling for their consumer.

WALMART x ANWAR CARROTS
Celebrating Black History Month with the launch of the Homegrown Collection by Anwar Carrots x Walmart.

This collection pays tribute to Anwar's streetwear designs known for their clean, positive, and family-oriented perspective. The first drop was a hit, selling out online in just one day and was available in Walmart stores throughout the nation.

I worked with Walmart and Anwar to develop the creative, craft the social strategy, and build out the content with our director and branded content team.

Walmart x Wish Me Luck: The Nuevolution Project

In partnership with Complex, led the creative process to bring the Nuevolution Project to life though an exclusive apparel collaboration with LA fashion brand, Wish Me Luck.

In this project, we collaborated with the luxury LA-based streetwear design label Wish Me Luck, founded by creative Alex Ordonez and photographer Sam Dameshek, as well as Philadelphia-based Puerto Rican graffiti artist, ceramicist, and activist Roberto Lugo—whose work is in the MET, Philadelphia Museum, and more.

adidas Custom Made
Creative Direction

Hosted by Complex’s Joe La Puma, a 6-part series about one of the most legendary 3-striped silhouettes. Legendary adidas gurus came through to talk shop about the iconic Superstar and create a 1-of-1 unique pair with expert sneaker customizers.

ComplexLand 1.0, 2.0, 3.0
Strategic development and creative direction
ComplexLand is a fully virtual and global experience - we had people from every country attend - that brought together the best of Complex and ComplexCon to serve our audience with interactive commerce, content, performances and even food.

I lead creative direction and creative strategy across brand partnerships throughout each iteration of ComplexLand and partnered with the developers to ensure each brand came to life in our ground-breaking digital world in an authentic way.

KEY BRAND PARTNERS

Timberland, adidas, NBA, eBay, Dr Pepper, Gucci, Honda and many more.

Coinbase NFT Art Battle ComplexCon 2021
Strategic development and creative direction.

eBay Sneaker Scavenger Hunt @ ComplexCon 2021
Strategic development and creative direction.

Complex Brand Partnerships Studio
Creative Direction and Creative Strategy.