The ask was to launch the second drop in Reebok’s 3:AM series with an experience authentic to the city of Atlanta and an exclusive capsule inspired by local artist Freako Rico and creative collective Love Renaissance. Drawing inspiration from what brings the city of Atlanta to life—neon lights, the hip-hop community, and the MARTA transit system—we created three interactive vignettes, a Magic City inspired stage, a custom Foot Locker pop-up shop, and a dynamic photo booth featuring unique FRKO street art. Event metrics included 520+ attendees, 59% sell-thru on footwear, 79% sell-thru on apparel and 61M earned impressions.

Role: Associate Creative Director
Senior Designer: Doug Swenson
Videographer: Chris Lacourciere
Photographer: Ben Rollins
Agency: Latitude

The ask was to concept, design and produce an event to launch the custom Freestyle Hi Contour sneaker designed by shoe designer Alexander-John in collaboration with model Jasmine Sanders. Our concept, Crush The Look, was all about owning your style from head to toe while featuring Jasmine’s makeup looks and the iconic sneaker silhouette. From a star-studded panel to edgy materials and fierce details, every element conveyed girlboss confidence and premium street style. The immersive event had over 90% activation engagement, 4K live views, and 48M+ media impressions with #CrushTheLook.

Role: Associate Creative Director & Lead Designer
Designer: Chloe Payne
Videographer: Chris Lacourciere
Agency: Latitude

SIX:02 tasked us to build a disruptive, awe-inspiring event for Good American — Khloé Kardashian’s body-positive activewear line— in their Times Square store. The launch was a complete social media takeover centered around strong female influencers and body positivity. Fans even waited overnight for 15 hours for the chance to get an up-close look.

Role: Associate Creative Director
Senior Designer: Ellen Risch-Boody
Videographer: Chris Lacourciere
Agency: Latitude

We helped support Target's commitment to reading at book festivals in LA, the Twin Cities, and DC. The idea: Imagination Is an Open Book. Magical characters and fantastical worlds came to life in promotional materials and at the events. The book festivals ultimately brought diverse communities together and helped kids get excited about reading.

Role: Art Director & Designer
Writer: Bonnie Hoffman
Illustrator: Lee Cosgrove
Agency: Olson

Alter the Icons (ATI) is Reebok’s largest Foot Inc. retail campaign ever. The campaign centers around altered, “reborn” sneaker icons and artists with daring, unexpected paths to success. Our challenge was to connect with consumers across three unique ATI campaigns and six different retailers, all while creating ownable in-store moments, regionalizing artists and landing the ATI story. A “Be Your Own Icon” launch event in Philadelphia brought in over 700 attendees, coverage from several media outlets, and a special guest appearance by one of the game’s greatest guards, Allan Iverson.

For the Fall photo shoot concept, we created a layered, blueprint language to pay tribute to the sneaker’s deconstructed and “hacked” heritage design from the early 90’s. The four featured artists played different roles as “heritage-hackers” and deconstructed artful sets inspired by Reebok’s archives, experimental lab and material library.

My role was to lead the creative team strategically and push the vision for the brand across every touchpoint, including retail, activations, social and a photo shoot.

Role: ACD, On-site Photo Direction
Creative Director: David Waters
Art Direction/ACD: Sarah Huener
Design: Chloe Payne, Nikki Welty, Alli Koch
Art Direction/Illustration: Chris Crammer
FW19 Photographer: Ramona Rosales
Agency: Latitude

Our challenge was to create and build out a sharable one-day nail experience in Champs Times Square to amplify Reebok’s Cardi B x Club C footwear launch. We transformed the space into C’s Nails, a throwback nail experience full of unexpected and surreal moments, including retro signage, gaudy props and a custom Snapchat filter that had over 31,000 plays. The event’s impact included 251 customer engagements and 67 nail salon customers—with an average of 10 manicures every hour. #Nailedit!

Role: ACD & Lead Experiential Designer
Snapchat Designers: Michael Dow, Alli Koch
Agency: Latitude