I led creative direction for Dreamville’s Earth Day capsule, partnering with French artist Alexis Jamet whose soft painted language aligned with the founder’s taste. I set the concept and brief, defined the color system and worked with Jamet to adapt the fan favorite FMSL heart into a planet earth motif, alongside a hand painted globe with the word “dream.” I also introduced my copy line don’t sleep, a phrase I wrote in 2019 that has since become a recurring message across collections and campaigns, and placed it across graphics and campaign copy to anchor tone and intent. I mentored designers and production vendors on graphics, placement, inks and finish so the painterly read held through sampling and production. I cast the campaign and directed photographers to deliver both on figure and flat ecomm coverage plus hero visuals for site and social. The drop also introduced a novelty Dreamville planter kit and gardening gloves to extend the story. I managed stakeholder approvals and asset delivery so the collection launched as one clear, approachable statement for Earth Day.