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 ecomm, retail and social so the story read clearly from material innovation to culture.