Cover Look System & Prototype Oversight
I served as Creative Director, wardrobe for J. Cole’s NBA 2K23 Dreamer Edition cover and the adjacent brand moments that positioned Dreamer as an independent sneaker label. I defined the look architecture and brief, partnered with NBA 2K creative leadership to align on cover framing and visual needs, then sourced options from domestic and international designers against the brief.
I presented curated selects for stakeholder approval, managed timing and clearances, and directed on set styling to protect camera read across crops and formats. I worked with the Dreamer team on prototype stewardship so the unreleased sneaker was highlighted and physically protected on set. The cover became the first artist-led NBA 2K edition and a brand-defining visual that advanced Dreamer’s cultural positioning in footwear through authenticity, style and story.
PRODUCT INTEGRATION IN GAME
I led creative direction for Dreamville’s in game merchandise launch in NBA 2K. I curated the capsule, authored how each piece should live on avatars and in the 2K store, and worked across 2K designers and engineers to translate fabrics, color and graphics to the engine, QA fit and movement and build a tight asset pipeline for launch. The capsule included the coveted Daily Paper varsity jacket from the Dreamville x Daily Paper collection, driving cross brand collaboration and promotion in game. The program supported the Dreamer Edition cover with a brand takeover in game, styling J. Cole and Dreamville artists in the pieces to keep world continuity. I staged an early in game debut of one item that later dropped on e comm to extend momentum. I managed approvals and timing with 2K and Dreamville so the experience read cohesive from cover to gameplay to retail.
