work
Changing the narrative one brand at a time.
META RAYBAN x FERARRI
Role: Strategy + Creative
“Where Culture Meets The Pavement”. Introducing tech, fashion and automotive’s most iconic collab to the F1 World.
Key Deliverables: Strategy, Creative Direction, Art Direction, 3D Modeling Consultant
OVERVIEW
An F1 experiential program fueled by leaders & creators who specialize in F1 culture, tech & style.Inside & outside the stadium. F1 is a moment, and we’ll be there to capture it. Hands-free.
THE CHALLENGE
Then: F1 has long been known as one the world’s most captivating sports. While F1 has been embraced by a wide array of international participants and fans, it has struggled with wider societal factors such as diversity, equality and inclusion.
Now: As F1 delves further into the mainstream within the U.S., Gen Z and young Millennials are emerging at the forefront of a new wave of fandom, craving a space in all of it - demanding an entry point that isn’t solely “pay to play.”
THE SOLUTION
Ty helped bring our audiences and creators a new way to enter F1. An activation and comms journey that is accessible, user-friendly and engaging led by the RAY-BAN META X FERRARI Creators Crew.
Ty lead and directed activation concepts and created 3D Modeling mockups of the pit crew, pit and F1 Mini track to introduce the limited edition Ferrari collab, the first F1 Mini track and all new product capabilities in a fresh new way. This was bigger than a pop-up. It's foundation for the future of automotive.
Next Project - ‘Jordan Brand New Dreams.’ ↓
JORDAN BRAND “NEW DREAMS”
Role: Strategy + Creative
Streetwear is synonymous with Street Culture as basketball is to the court. There’s no limits to the game, rules are just ceilings that need breaking.
Key Deliverables: Strategy, Copywriting, Art Direction, Story Mining, Creative Direction
OVERVIEW
The future of streetwear isn't just celebrity collabs, gold grills and sneakers. Streetwear is synonymous with Street Culture as basketball is to the court. Its a marriage between form and function. One cannot exist without the other.
THE CHALLENGE
• Inspire streetwear enthusiasts by elevating Jordan Brand beyond fleece and fabrics.
• Solidify credibility and authority with a young, multi-cultural streetwear audience
• Develop fresh content and conversations that bring together streetwear consumers.
THE STRATEGY
A robust creative strategy and a content mining package with over 30+ stories, Ty helped develop and authenticate Jordan Brand’s role within Street Culture. A series to highlight the leaders who are taking risks and finding creative ways to inspire their community.
THE SOLUTION
“No Limits To Nothing” - A story featuring @mr.dirtbike_kid, a professional dirt bike rider from Watts, California, who is known for wheeling dirt bikes through the streets of LA. With a mission to build a better world through community, self-expression and experimentation, he uses streetwear and dirt biking as a canvas for his creativity.
Next Project - ‘dtlrs.’ ↓
dTLRS.
Role: Founder and Manager
dtlrs: A licensed network of LA’s best classic car detailers. Designed for drivers who value the details.
Key Deliverables: Biz Development, Strategy, Copywriting, Art Direction, Creative Direction, 3D modeling, Content Creation
OVERVIEW
From ceramic coatings to dent-less repairs, this service specializes in building layers of protection on classic cars, rather than taking them away.
THE CHALLENGE
All washes are not a one size fits all. Way too many detailers focus on quantity not quality and use inefficient tools and practices that create more damage overtime. Imagine it this way, your classic cars’ paint is like your skin and having the wrong skin care routine can do more harm than good.
THE SOLUTION
• A certified network of experts who are masters at classic car washes and dent-less repairs.
• A full suite of car care products designed to build and restore layers of protection.
• A service that brings a detailer for your classic car directly to your private location.
See website here:
Next Project - ‘ Under Armour F24 Collegiate ’ ↓
UNDER ARMOUR COLLEGIATE
Role: Strategy + Art Direction
Introducing sports most essential products to the next-gen collegiate fan. Fueled by the community, inspired by the athlete. Without their fandom, there would be no game.
Key Deliverables: Strategy, Copywriting, Art Direction, Set Design, Product Creative Direction, Product styling
Produced with Screen Paper and Kindly Productions.
OVERVIEW
When college fans are referred to as the lifeblood of the game, it is not a cliché. The buzz, the anticipation, the communal connection, it isn’t just what makes sports better. It’s what makes it a spectacle. Today fans are bringing all new influences and style sensibilities, that disrupt the status quo and breathe a powerful new life into Collegiate Fandom. From student athletes to alumni, family and everyday fans, this is all about performance on and off the field.
THE STRATEGY
Develop a GFS photo marketing campaign and design system that shows the brand how to style and curate its apparel to further build connection and affinity with the Gen-Z collegiate sports community.
THE SOLUTION
A robust styling guide for all things Under Armour Fan Gear. Ty developed an over-arching campaign strategy and comms system that paved the way for creative ideation. Ty also supported through a combination of services including copy, campaign art direction and flat-lay styling that led to key deliverables across web, digital, OOH, In-store and social.
Next Project - Zion x Naruto ↓
ZION X NARUTO
Role: Strategy + Creative
Historically, athletes have been seen as one-dimensional. Often told to shut up and dribble. This story is about three iconic brands coming together to show that Zion Williamson is more than just “basketball”.
Key Deliverables: Strategy, Copywriting, Art Direction, Story Mining, Creative Direction, Set Design
Produced with Falkon Content
OVERVIEW
The Jordan x Zion 1 x Naruto collaboration is about believing in yourself, and those around you, regardless of your circumstance. It's about feeling so self-empowered that you can actualize positive change in your life and your community. It's about tapping into that creative energy that we all thrive to find within ourselves to build and grow. It's more than a collection, it's Zion’s personal journey.
THE STRATEGY
Before approaching any creative elements for the campaign, Ty developed insights and data points to help tell this story. Who was the audience? Were they just basketball enthusiasts/Zion fans, anime lovers, Gen-Z, Hype beasts, those questions had to be answered in order to tell a linear story that connected with all of the diverse and unique audiences of Zion, Jordan Brand and Naruto.
THE SOLUTION
Ty scripted out the questions for the “Behind The Design” interview with Zion and Naruto team. The direction reflected Zion’s childhood experiences of growing up with Naruto, being so inspired by it’s characters and themes of family and friendship, to how it brought him out of the toughest and darkest times. That direction also inspired the product set design which Ty led, to bring this story to life.
Next Project - Highsnobiety x Adidas ↓
HIGHSNOBIETY X ADIDAS
Role: Creative + Strategy
For decades, Sneakers have always been the heartbeat of Street Culture, serving as a tool of social class, self-expression, confidence, and inspiration for urban communities.
Key Deliverables: Strategy, Copywriting, Art Direction, Story Mining, Creative Direction
OVERVIEW
Street Culture and its resilience gave birth to so many cultural movements like hip-hop, break dance and streetwear just to name a few. As Street Culture has evolved, so has the meaning behind what we wear and how we wear it. It’s no different for the adidas Originals Forum, an ‘80s-era silhouette that went on to replace adidas’ top basketball shoe at the time. What was once a hoops classic is now a silhouette that welcomes all pursuits of Street Culture.
THE STRATEGY
As a Strategist, Ty was tasked by Highsnobiety to build research to discover young and bold sub-cultural leaders across America. Ty provided insights and trends on undiscovered MC’s and poets in Philadelphia, street dancers in Los Angeles, street culture in NYC and Slab culture in Houston.
THE SOLUTION
These findings would serve as a foundation for The Forum, a series which explores emerging street sub-cultures, guided by local creatives and experts from the area, taking the audience through each city’s scene to introduce the world to these uncharted spaces.
Next Project - ‘Jordan ‘Real Talk’ ↓
JORDAN ‘REAL TALK’
Role: Co-Director ( Creative + Strategy)
A powerful episodic series and data driven education platform that illuminates and amplifies real conversations with activists, orgs and collective voices of Jordan family, to educate young voters on voting literacy, voter suppression and ally-ship while standing in unity with the Black Community.
Key Deliverables: Strategy, Copywriting, Art Direction, Story Mining, Content Creation
OVERVIEW
Create awareness & education on equal opportunity, equal justice & voting literacy, while driving action to empower the Black Community & the Jordan Brand Community at large to eliminate opportunity gaps.
THE CHALLENGE
By age 3, inner city children have already fallen behind their more advantaged peers possessing only one half the vocabulary of suburban children of that age. Nearly 1 in 6 African-American students in the Class of 2018 quit school. High school dropouts account for 67% of inmates in state prisons and 56% of federal prisons.
THE SOLUTION
Juggling many roles, Ty harnessed and built data, lead art direction and co-directed “Real Talk”, a powerful episodic series and data driven education platform that illuminates and amplifies real conversations with activists, orgs and collective voices of Jordan family, to educate their audience on voting literacy, voter suppression and ally-ship while standing in unity with the Black Community leading up to the 2020 Presidential Election and beyond.
The platform features Russell Westbrook, Fat Joe, Chris Paul, Tyrann Mathieu, Brittany Packnett Cunningham and more.
Next Project - Prime Video ↓
PRIME VIDEO
Role: Creative + Strategy
Where Black is the Main Character. A Prime Video initiative that champions Black creatives, perspectives, and community. It spotlights the innovative voices that drive culture and amplify entertainment that speaks to the Black experience across events, social media, partnerships, the Culture Rated Collection on Prime Video and more.
Key Deliverables: Brand Strategy, Copywriting, Art Direction, Story Mining, Content Creation, Launch Strategy
Produced with Complex Ntwrk
OVERVIEW
A creative platform and immersive 360 experience that fortifies the relationship between PV and Black Streamers. Bring communities and creators together to ignite and deepen our experience of Black entertainment & Culture.
THE STRATEGY
The Brand: Meet streamers, creators, talent and influencers where they are by serving them powerful messaging that informs, defines and illuminates Culture Rated, its features, benefits and why it exists.
The Content: Introduce new ways for streamers, creators & talent and influencers to discover and engage with PV programming by launching social content and conversations that keep our audiences coming back for more.
The Community: IRL and URL experiences for streamers, creators & talent & influencers to unite, fellowship and grow around their shared love of storytelling, Black joy, while equally celebrating our mission to shake the world of Black Entertainment.
THE SOLUTION
A brand, consumer and creative and experiential guideline for Prime Video’s first ever Black Entertainment platform led by Ty at Complex Ntwrk.
Next Project - Amazon Amp’↓
AMAZON AMP
Role: Creative + Social Strategy
A one of a kind, entry point that ignites listenership, accessibility and creativity for all music audiences with Amp at the center of it all.
Key Deliverables: Strategy, Story Mining, Content Production
THE CHALLENGE
Ty was tasked to Concept, Develop & Deploy ideas with Amp Music Lifestyle Creators to connect with an ever evolving music audience who is demanding more timely, relevant and inspiring commentary around the music they love the most.
THE SOLUTION
A 6 week ‘live show’ program with the leading and most influential music curators in the game, from music historians, emerging artist enthusiasts to listener call-ins the and heated debates we serve a diverse music audience who has continuously been underserved and undervalued.
Next Project - Grammy’s ‘Behind the Record’↓
Grammy’s ‘Behind the record’
Role: Content Strategy
A global, social media-based initiative, that brought the names of the producers, mixers, engineers, songwriters, composers, and other collaborators who work behind the record to the front.
THE CHALLENGE
When physical albums were the only way to purchase music, each album, CD or cassette came with a complete set of liner notes, giving credit to all the people who worked on the music. But as downloading and then streaming became the dominant source of consumption, people were no longer receiving the liner notes with their music, they were just getting the digital file. All of a sudden, producers, engineers and session musicians were no longer receiving the readily available credit they once did.
THE SOLUTION
As a Content Strategist, Ty helped build a global, social media-based initiative,“Behind The Record”, that brought the names of the producers, mixers, engineers, songwriters, composers, and other collaborators who work behind the record to the front. A website was built in collaboration with Jaxsta to give artists the power to create their own Credit Covers. Over 2,500 artists created and shared covers for their own albums, including Billie Eilish, Alicia Keys, HER, Daniel Caesar and Taylor Swift.
