game day integrated launch
I served as Creative Director, wardrobe for J. Cole’s Dreamer launch, integrating the TV commercial, live broadcast premiere and courtside reveal into one game day narrative. For Puma’s “The Dreamer” shot on location in North Carolina, I led styling teams for Cole, key talent and extras, authored wardrobe briefs, and partnered with the director, brand creative and set design to keep product the hero in frame. I ran on-set delivery across a two day shoot, managing fittings, continuity and clearances. For the broadcast premiere I set the wardrobe creative platform, wrote the brief and led a multi-stylist team to keep the sneaker as the on-camera hero. I built and led a multi-vendor sourcing pipeline to secure pre-release options in 72 hours, presenting curated selects to Cole and brand stakeholders. The spot premiered during the NBA All-Star Game in Chicago, and I directed Cole’s courtside appearance strategy to tease an unreleased Dreamer colorway in arena, aligning look, camera read and placement to extend the film in real life.
the courtside debut
quiet court story
I served as Creative Director, wardrobe for the post launch phase of Puma’s The Dreamer after its All Star Game debut. As lockdown began, I converted production to remote delivery. I authored the wardrobe brief, led a distributed stylist team through virtual fittings and contactless pulls, and stood up courier logistics to move looks safely.
I partnered with the client and director to keep the sneaker the on camera hero and maintain narrative continuity from the film. I ran real time approvals, prepared kit by kit wardrobe packs for a skeleton crew, and delivered on schedule when clarity and storytelling mattered most.
bridging the fashion gap
I led wardrobe creative direction for J. Cole’s Dreamer launch to position a performance sneaker through a fashion lens without losing his codes of comfort and ease. I identified and sourced UK designer Bethany Williams, pairing her color-block half zip with premium Dreamville sweatpants to key the yellow Dreamer colorway and read elevated on camera. The image became a hero asset with strong earned reach and helped cement Dreamer as a lifestyle silhouette as relevant in fashion as it is on court.
campaign nostalgia
I served as Creative Director, wardrobe, for the Dreamer 2 launch. For the first colorway January 28th, released online January 28 with PUMA and Foot Locker, I built the wardrobe system to frame the sneaker as the on-camera hero. I partnered with the director and brand creative director to lock the brief and shot plan. I led a remote stylist team, stood up a domestic vendor pipeline and presented options to the client. The approach was clean to amplify the silhouette. On the roof of Cole’s childhood home, a nod to the Forest Hills Drive cover, the look anchored the campaign in authenticity. I personally styled Cole to protect the vision.