Role
Role
Creative Lead & Director
Skills
Skills
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Timeline
Timeline
2026 (5 weeks)
Project Breif
Created in partnership with Nike and Haute, LA COPA DE ÁNGELES celebrates Los Angeles ahead of the 2026 FIFA World Cup. Inspired by Haute's semester theme, "Ilu Eniyan" (the drum of the people), the film explores how soccer acts as a cultural language that connects the city's diverse communities.
Through my creative direction, I followed two players competing against one another while a soccer ball travels across Los Angeles, passed between people from different neighborhoods and backgrounds. The ball serves as a visual thread throughout the film, illustrating how sport lives beyond the pitch and unites the city through shared culture, movement, and rhythm.
Role
Creative Lead & Director
Skills
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Timeline
2025 (3 weeks)
Project Breif
Nike challenged us to create a platform-native campaign for the Nike Shox that reflected the brand's values of athleticism, discipline, and performance while resonating with Haute's creative, youth-driven audience.
Through my creative direction, I drew a parallel between athletic discipline and the creative process, exploring how both require resilience, consistency, and the willingness to push through setbacks in pursuit of growth.
Dialogue was intentionally minimal, with the recurring phrase "Ready. Reset. Keep Going." serving as the film's narrative anchor. A reimagining of Nike's iconic "Ready, Set, Go," the phrase reframes progress as cyclical rather than linear, emphasizing the persistence, resilience, and willingness to reset that both athletes and creatives need to keep moving forward.
Inspired by films such as Whiplash and Birdman, we used an original percussion-driven score to build tension, momentum, and release, allowing sound to function as a primary storytelling device throughout the film.
Reflection and Progression
These two projects reinforced the importance of storytelling in building meaningful brand work. In both campaigns, the strongest moments came from finding a human insight that people could see themselves in, whether that was the discipline required to pursue a creative ambition or the connection created through sport and community. I learned that audiences engage most deeply when a brand's message feels authentic to their own experiences.
The projects also highlighted the value of concept over resources. While the Nike Shox campaign was created with a much smaller budget and limited resources, a strong central idea allowed the story to resonate. The success of that project helped build credibility for our team and opened the door to greater resources for LA COPA DE ÁNGELES. With that foundation, we were able to elevate the scale and production quality of the second film while staying true to the storytelling-first approach that made the original project successful.
Nike Campains
Two narrative-driven Nike campaigns exploring the role of sport in shaping both personal ambition and cultural connection.
LA COPA DE ÁNGELES - JUNE 2026
Instagram Link
Skills
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Role
Creative Lead & Director
Timeline
2026 (5 weeks)
Project Brief
Created in partnership with Nike and Haute, LA COPA DE ÁNGELES celebrates Los Angeles ahead of the 2026 FIFA World Cup. Inspired by Haute's semester theme, "Ilu Eniyan" (the drum of the people), the film explores how soccer acts as a cultural language that connects the city's diverse communities.
Through my creative direction, I followed two players competing against one another while a soccer ball travels across Los Angeles, passed between people from different neighborhoods and backgrounds. The ball serves as a visual thread throughout the film, illustrating how sport lives beyond the pitch and unites the city through shared culture, movement, and rhythm.
NIKE SHOX - DECEMBER 2025
Instagram Link
Skills
Creative Direction, Storyboarding, Scriptwriting, Brand Narrative
Role
Creative Lead & Director
Timeline
2025 (3 weeks)
Project Brief
Nike challenged us to create a platform-native campaign for the Nike Shox that reflected the brand's values of athleticism, discipline, and performance while resonating with Haute's creative, youth-driven audience.
Through my creative direction, I drew a parallel between athletic discipline and the creative process, exploring how both require resilience, consistency, and the willingness to push through setbacks in pursuit of growth.
Dialogue was intentionally minimal, with the recurring phrase "Ready. Reset. Keep Going." serving as the film's narrative anchor. A reimagining of Nike's iconic "Ready, Set, Go," the phrase reframes progress as cyclical rather than linear, emphasizing the persistence, resilience, and willingness to reset that both athletes and creatives need to keep moving forward.
Inspired by films such as Whiplash and Birdman, we used an original percussion-driven score to build tension, momentum, and release, allowing sound to function as a primary storytelling device throughout the film.
Reflection and Progression
These two projects reinforced the importance of storytelling in building meaningful brand work. In both campaigns, the strongest moments came from finding a human insight that people could see themselves in, whether that was the discipline required to pursue a creative ambition or the connection created through sport and community. I learned that audiences engage most deeply when a brand's message feels authentic to their own experiences.
The projects also highlighted the value of concept over resources. While the Nike Shox campaign was created with a much smaller budget and limited resources, a strong central idea allowed the story to resonate. The success of that project helped build credibility for our team and opened the door to greater resources for LA COPA DE ÁNGELES. With that foundation, we were able to elevate the scale and production quality of the second film while staying true to the storytelling-first approach that made the original project successful.