NEW WORK

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.