During my tenure as the Creative Director of a boutique agency incubating within Jay Z's ROCNATION, my team and I were commissioned by sneaker-purveyor Creative Recreation to revamp their brand strategy and develop a 360-degree advertising campaign. We cast six up-and-coming artists to feature in the campaign, each sharing their unique creative journey and adding a fresh voice to the brand.
The campaign was the first of its kind for Creative Recreation, featuring an all BIPOC cast —contrasting with previous campaigns that featured the likes of Joe Jonas. Our efforts helped breathe new life into the brand, repositioning it as a more youthful, diverse, and inclusive company.
Agency: Roc Nation
Role: Creative Director
Los Angeles, 2017