work
Changing the narrative one brand at a time.
Nike After Dark Running Tour
Role: Strategy + Experiential Creative
Introducing Nike Women to the After Dark Running Tour across 4 U.S. cities.
Key Deliverables: Strategy, Experential Creative, Art Direction
Agency: League Twenty Two
OVERVIEW
The Nike After Dark Tour is a global women's race series focused on empowering women runners through community, self-expression, and shared running experiences.
OUR GOALS
Give young consumers have a ticket to receive and trial premium Nike products, an entry point that isn’t solely pay to play.
Provide our diverse runners an experience that they’ll be excited to participate in, while equally engaging their passions and interests.
Designed with Gen Z in mind, from the frequent runner/student athlete to the procrastinator or solo runner. This is a program for all.
THE SOLUTION
A Nike After Dark Tour featuring 10K and half-marathon races, combining running events, Nike product experiences, and post-race celebrations in cities like Raleigh, Austin, NYC, and San Diego. A global experience brought to growing U.S. Markets.
Next Project - ‘Shai 001 X Converse’ ↓
SHAI 001 STUDIO X CONVERSE
Role: Strategy + Experiential Creative
Introducing Shai Gilgeous-Alexander, All Star Weekend’s most orginal brand to the Bay Area.
Key Deliverables: Strategy, Creative Direction, Art Direction, 3D Modeling
Agency: Passerine
OVERVIEW
The SHAI 001 Studio, in reference to Shai Gilgeous-Alexander's first signature shoe, is the name of a studio where the shoe was launched and showcasedat NBA All-Star Weekend. The SHAI 001 is a Converse basketball shoe designed in collaboration with Shai Gilgeous-Alexander.
OUR GOALS
Define Converse’s positioning for ASW and where, when & how Converse, Chuck, Shai and partners show up.
Ensure that Converse, Chuck and Shai stand out from the noise rather than blending in with the sea of ASW experiences.
Develop a strategy that makes our irl & url platforms true arenas for creator participation and customer interaction.
THE SOLUTION
The SHAI 001 Studio which showcased the signature shoe through displays and interactive experiences, including a basketball shootout, beat-mixing, Converse customization, and a extraordinary Lil Yachty performance.
Next Project - ‘Meta Rayban X Ferarri’ ↓
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
Agency: MKG
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
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. A free activation and that is accessible, 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 SOLUTION
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.
“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 - 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.
