campaign story around TEXTILES & SOUND
I originated and led the Dreamville x BYBORRE collaboration after visiting BYBORRE’s Amsterdam HQ while on the ground for the Daily Paper campaign. I set the creative platform for an exploratory premium capsule that used BYBORRE’s 3D knit engineered from recycled materials. I worked with their team to map the Dreamville logo and cloud motifs into the knit structure and delivered two tight colorways in blue and grey. I authored the brief, mentored designers, aligned make and trims, and secured stakeholder approvals in real time from set with work-in-progress stills.
The campaign features Dreamville artist Cozz and was shot in Los Angeles inside a luxury speaker and sound showroom, a setting chosen to mirror the engineering and craft at the heart of the product. I led styling, defined key shots and detail coverage, and ran on-set delivery to keep the pieces hero on camera. I directed asset delivery for e-comm, retail and social so the story read clearly from material innovation to culture.
Innovation in textiles
At this price point the story is the make. Short clips surface BYBORRE’s 3D knit engineering, recycled yarns, and the mapped Dreamville logo and cloud motifs so value is visible, not just stated.
educational transparency
Process video becomes proof. Plain-language captions and spec callouts translate the textile tech and move fans from curiosity to consideration on socials.
Borre Akkersdijk the founder of BYBORRE showcasing a piece from the collection to the press.
Dreamville Record Room BYBORRE Launch & Pop-Up Experience
BRIEF
Introduce the BYBORRE x Dreamville collection at the 4th annual Dreamville pop-up shop. Build an experience-led retail moment that pulls customers into the campaign world and converts peak demand into revenue, with clear KPIs owned across demand intensity, sales velocity, and sell-through.
CREATIVE PLATFORM
THE DREAMVILLE RECORD ROOM
A vinyl store inspired space where textiles and sound meet, designed as a warm, immersive listening room that makes product feel collectible and the environment feel like part of the drop.
APPROACH
I secured alignment, and led end-to-end creative direction through launch. The goal was to bring guests into the world through sensory storytelling, not traditional retail. I shaped the environment from the ground up, leading buildout and material choices, then dialing in the atmosphere through warm lighting, velvet curtains, and a curated sound layer with a DJ to sustain energy and dwell time. Scent became part of the experience, using candles and incense to create a distinct memory of the space and deepen the campaign narrative. I partnered cross-functionally across Dreamville creative, production, and retail operations to align the BYBORRE product story with a clear shopper journey from entry to discovery to POS, ensuring the experience held up in person and on camera under festival pace.
DELIVERY
Led store launch and on-site execution across environment direction, build oversight, visual merchandising, signage, and product flow. Delivered a cohesive record-room world that elevated the BYBORRE drop and drove performance against the core KPIs. When demand exceeded capacity or items sold out, I implemented QR-based ship-to-home throughout the space to capture overflow conversion and preserve the guest experience without disrupting the vibe.
