Role
Head of Creative and Digital Brands
LL COOL J x Cloney
Partnered with viral streetwear brand Cloney on a G.O.A.T. "Greatest of All Time" Capsule Collection to commemorate LL's induction into the Rock and Roll Hall of Fame.
Modernized key references to LL's career, creating a nostalgic warmth while merging the past, present and future.
* Concept
* Creative Direction
* Location Scout
* Set Design Direction
* Social Media Rollout
* Operations Management
Rock The Bells Festival Commercial
Directed and produced this bodega-inspired commercial to announce the relaunch of the Rock The Bells Music Festival at Forest Hills Stadium in Queens, New York.
Handmade the tongue-in-cheek grocery props that revealed the artist lineup, including chapstick for Jadakiss, a scratch-off lottery ticket for DJ Scratch, a can of Fat Joe coffee, Roxanne Shante juice as she's a member of the Juice Crew, Mister Cee peanut butter as a nod to Mr. Peanut, Cool J Cookies referencing his "I'm Bad" lyrics, etc.
Talent: LL COOL J, Ice Cube, Omar Epps, DJ Z-Trip
* Concept
* Creative Direction
* Location Scout
* Set Design
* Social Media Rollout
* Operations Management
Original Content
Creative directed long-form video projects, commercials and e-commerce campaigns. Presented treatments, secured permits and locations, built set design props and produced projects from conception to upload.
Hired and managed DPs, audio techs, editors, and oversaw budgets, timelines and approvals across projects.
Conceived original content series like "LLeft On Read," tapping into LL's large Community audience and using their text messages to foster engagement and deepen their warmth towards the artist.
* Creative Direction
* Location Scout
* Set Design
* Operations Management
Rock The Bells x Everlast Boxing
Celebrating 30 Years of LL's marquee album, Mama Said Knock You Out, with an Everlast Boxing robe collaboration. An all-star cast of champion boxers brought the campaign to life.
Talent: Andre Berto, Gabriel Rosado, Mikey Garcia, Abner Mares, Andre Dirrell
* Concept
* Creative Direction
* Location Scout
* Social Media Rollout
* Operations Management
Rock The Bells x Roots DRIP Collection
Dynamic color-blocking campaign to promote the Rock The Bells DRIP capsule collection with Canadian brand, Roots.
* Concept
* Creative Direction
* Location Scout
* Social Media Rollout
* Operations Management
LL COOL J x Social Media
Managed overall strategy, ideation, content capture and posting across TikTok, Instagram, Facebook, Twitter, YouTube and Community. Conceived and produced content ideas, pitched and filmed with talent, edited clips and posted with engaging copy.
Referenced the nostalgic elements of LL's career to captivate the Gen X audience, and capitalized on strategic trends to expand his reach and relevance to younger generations.
Shadowed the artist to capture BTS moments with public figures including Vice President Kamala Harris, 50 Cent, Nicki Minaj, Jennifer Hudson, Jennifer Lopez, Eminem, Dr. Dre, French Montana, Fat Joe, Slick Rick, John Cena, Bebe Rexha, Kevin Hart, Ice Cube, Omar Epps, Busta Rhymes, Wu Tang Clan, etc.
Platform Growth:
TikTok: + 2 Million
Instagram: + 1.2 Million
Facebook: + 1 Million
YouTube: + 300,000
Community: + 100,000
Rock The Bells x BUA Collection
Partnership with renowned Hip-Hop illustrator, Justin BUA. The urban cityscape complements the graffiti elements of the collection.
* Concept
* Creative Direction
* Location Scout
* Social Media Rollout
* Operations Management
Rock The Bells x Alexander-John x Phade
Graffiti pioneer Phade and modern designer Alexander-John came together on a "Tagged" Collection, inspired by LL's lyrical legacy. The Peterson Automotive Museum's striking architecture provided the perfect juxtaposition to the gritty graffiti motif.
* Concept
* Creative Direction
* Location Scout
* Social Media Rollout
Rock The Bells x Gifting
Spearheaded talent and influencer gifting for LL and Rock The Bells, including sourcing special packaging and products, curating the gifting list, reaching out to talent and representatives for sizes and addresses, and packing, shipping, and hand-delivering mailers personally.
Specialty gifting projects include:
* Rock The Bells Launch
* New Era Hats
* HENRY Masks from RichFresh
* Everlast Boxing
* Cloney
* Roots Canada
* Rock and Roll Hall of Fame Induction
