Product-to-Experience Creative System for Wilson x Dreamville
I led creative for a culturally resonant Wilson x Dreamville basketball and Chi-League moment that embeds yellow as a signature Dreamville brand cue and nod to Dreamville’s ROTD3, unifying product, content, and live experience.
CREATIVE STATEMENT
EMBRACE NEW POSSIBILITIES
Dreamville and Wilson share the same belief: push past the expected, chase the long shot, and make the dream real. This collaboration was co-created with the Wilson team to embody that mindset through sport, culture, and design. It was especially resonant in the moment, with Dreamville founder and Grammy nominated artist J. Cole embracing a new possibility and stepping into a long-held dream by playing a season of professional basketball overseas.
APPROACH
I positioned the basketball as the hero and expanded it into a cohesive product-to-experience design system rooted in Dreamville’s core brand. I anchored the work to a clear KPI: solidify ROTD3 Yellow by embedding it into a major partnership and a live cultural moment. I extended Dreamville’s newly introduced premium tier through a Wilson-ready adaptation of the Dreamville Premium patch, updating the copy to Premium Sporting Goods to build premium awareness in a new category, while mentoring a graphic designer through refinement. I treated the unboxing as part of the experience by designing packaging that carries the same cloud and Revenge Yellow language, aligning structure, materials, print, and finishes for a premium read from shelf to social. I partnered cross-functionally with Dreamville and Wilson, including graphic and 3D designers plus production vendors, translating the system into ball panel mapping, texture, and print to deliver on-time, partner-ready execution and consistent impact in hand, on camera, and across the Chi-League moment.
IMPACT
We successfully cemented ROTD3 Yellow as a signature brand asset by carrying it through the product, packaging, and live experience, creating a cohesive world for about 6,000 attendees across 16 teams with YMCA programming and a $20,000 donation. The result was a partner-ready system that showed up consistently in hand, on camera, and across the full Chi-League moment.
Integrated Worldbuilding — Uniforms & Court Debut
I led creative direction for the Chi-League in-arena visuals, shaping the photography and screen content so the basketball read as the hero while the uniforms and court system reinforced the same world. Working cross-functionally with designers and producers across Dreamville and Wilson, I aligned composition, color treatment, and graphic framing to spotlight Revenge Yellow and the cloud language in a way that held up at full scale on arena screens. The result was a cohesive live visual system where product, player, and environment all spoke the same story in real time.
strategic classics capsule launch
To expand the world beyond the ball, I built a strategic classics capsule as an ecomm-exclusive launch with a clear goal: increase the number of consumer touchpoints for Revenge Yellow and make the color feel inevitable inside Dreamville’s core language. The capsule was designed to extend the momentum of the Chi-League moment, giving fans a way to participate in the story before, during, and after the game while reinforcing the cloud motif across wearable pieces. I curated the SKU list and set the collection brief so each item acted as an extension of the basketball, anchored in Revenge Yellow and built for visibility in content and daily wear. I mentored designers on graphics and placement, aligned vendors on materials and color accuracy, and directed asset delivery for PDP, social, and email so the ball, the apparel, and the live moment launched as one cohesive system.
