I led creative direction for the Dreamville x Overtime capsule and campaign. With Overtime’s hoops-first youth culture audience aligning with Dreamville’s community, I set the creative platform, locked key styles and codified brand motifs including the cloud language and core blue and yellow. I mentored designers and graphic designers across both teams, wrote the collection brief and guided comps through approvals. I co-authored the campaign direction with Overtime’s creative team, then ran on-set delivery at Overtime HQ in Atlanta with a featured member of EarthGang to keep product the on-camera hero. I drove asset mapping for PDP, site and social and coordinated a synchronized ecomm launch across Dreamville and Overtime so the story read as one system end to end.