I co-led creative direction for the Dreamville x Champion collaboration with the founder. He originated the idea to flip Champion’s C into a Dreamville D; I worked with graphic designers to formalize it into a usable mark, build variants and lockups, and define a placement matrix across core fleece. I set the creative platform, sourced references and researched the archives at Champion’s NYC HQ to ground the work in brand history.

I partnered with Champion product, legal and brand on reviews and fit, managed sample QC and color approvals, and aligned production and timelines for e-comm and the pre-festival pop-up ahead of the 2024 event. For the campaign I collaborated with the director and production to feature Dreamville artist Lute, led on-set styling and shot plans, and stayed on location to protect silhouette, logo scale, placements and fabric read so the product launched clean across site and retail.