JORDAN BRAND | All-Star Weekend

ROLE – ASSOCIATE CREATIVE DIRECTOR

Jordan Brand took over Los Angeles during NBA All-Star Weekend. The brand was anchored in Inglewood, where we pulled disruptive stunts, community-first investment, women-led programming, and marketplace moments that signaled we weren’t “popping in”… we were moving in. I led creative direction across every touchpoint, executing a cohesive story.

JUMPMAN STUNT

To kick off the weekend, a convoy took over Los Angeles, leading a giant Jumpman through the city as a rolling announcement of Jordan Brand’s arrival. From the iconic Sixth Street Bridge to a final stop at Inglewood High School, the journey concluded with the gift of a brand-new basketball court for the community.

JORDAN BRAND HOUSE

We opened the Jordan Brand House in Inglewood as the epicenter of the weekend—designed to create lasting, authentic impact within the community. More than a moment tied to All‑Star Weekend, the space represents Jordan Brand’s long‑term commitment to Inglewood, serving the neighborhood for the next five years.

The House became the heart and soul of the weekend, hosting basketball tournaments, dance battles, a community swap meet, house parties, youth hoop clinics, design panels, and more.

My direction defined the sspace and supporting touchpoints (environmental moments, signage/invites, digital screens, and partner-aligned creative) so the house felt like a true “home court” for the city.

VISUAL CENTER

We created a localized Los Angeles campaign to ground the creative. Rooted in local casting, neighborhood energy, and a typographic/graphic language that nods to the city’s past while flexing toward what’s next.

RETAIL

We created a localized Los Angeles campaign to ground the creative. Rooted in local casting, neighborhood energy, and a typographic/graphic language that nods to the city’s past while flexing toward what’s next.