CREATIVE RECREATION

Refresh Campaign

Creative Recreation needed to revitalize its brand and appeal to a more diverse, youthful audience—tasking Roc Nation with developing a totoal rebrand and subsequent ad campaign.

As Creative Director, I led the repositioning of the brand, casting six emerging artists to share their unique creative journeys, bringing a fresh, authentic voice to Creative Recreation’s story. This campaign marked a shift from the brand’s previous campaigns, featuring an all-BIPOC cast, highlighting a more inclusive and vibrant identity. Our efforts successfully reintroduced the brand to a younger demographic, breathing new life into Creative Recreation’s image and aligning it with modern, diverse culture.

Agency: Roc Nation
Role: Creative Director
Los Angeles, 2017