ROCNATION
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ARTIST CAMPAIGN
Creative Direction, Production Oversight, Apparel Design, Graphics & Web
As the Creative Lead, I collaborated closely with Roc Nation’s marketing, PR, and management teams to develop the full suite of graphic, photo, and video assets for the release of M.Bronx’s single "Fresh Blood." Working directly with the artist and cross-functional teams, I ensured that the visual storytelling and overall creative concept aligned seamlessly with both the artist's vision and strategic business goals.
The campaign embraced a lofi neon aesthetic, inspired by late 80s and early 90s comic book and animation styling, bringing a unique visual identity to the project. I oversaw the end-to-end creative process, from conceptualization and creative direction for the official music video to the execution of all release materials, including album artwork, social media feeds, artist merchandise, and UX/UI web design.
This project highlights my ability to lead diverse teams, manage high-profile creative assets, and deliver a cohesive brand experience that drives engagement across multiple platforms—all while staying true to the artistic vision and maximizing business outcomes.
creative lead for M.Bronx’s "Fresh Blood" official Music Video
As the Creative Lead for the official music video of M.Bronx's "Fresh Blood," I was responsible for spearheading the entire creative vision from concept development to execution. This included leading the team through storyboarding, ensuring that the visual narrative aligned with the campaign’s broader aesthetic and storytelling goals.
I directed a team of animators on all graphic design elements, including text animation, color grading, pacing, and overall visual style, ensuring that each component of the video contributed to a cohesive, dynamic experience. My leadership in guiding the visual elements ensured that the final product captured the unique lofi neon and comic-inspired aesthetic, elevating the music video to a standout creative asset for the campaign.
This role underscores my ability to lead end-to-end production, manage cross-disciplinary teams, and deliver visually compelling content that enhances both artistic integrity and brand impact.
creative direction for M.Bronx’s "Fresh Blood" and "Noise" Album Art
I led the creative design for the album art of M.Bronx's singles "Fresh Blood" and "Noise," ensuring that the visual identity for both tracks was not only unique but also strategically connected. Since the songs were released as a pair, I designed the two album covers to be visually linked, creating a cohesive experience when the covers appeared side-by-side on platforms like Spotify, Apple Music, and YouTube.
This project highlights my ability to think strategically about visual branding, ensuring that the artwork serves both aesthetic and practical goals, while also delivering an impactful digital presence. My approach emphasized the importance of a seamless user experience across multiple streaming platforms, ensuring that the design created a lasting impression and resonated with M.Bronx’s audience.
Creative Direction for High-Fashion Streetwear Design
I led the design and creative direction for all high-fashion streetwear featured in the campaign, as well as for the artist's personal brand, ensuring a seamless blend of fashion and brand identity. The designs aligned with the campaign’s visual aesthetic, reinforcing the artist’s unique style and strengthening the overall narrative of the project.
By overseeing the development of these custom streetwear pieces, I ensured they captured the essence of the campaign while elevating the artist’s personal brand. This work emphasized my ability to merge fashion design with broader creative strategy, enhancing both the visual storytelling and the market positioning of the artist.
UX and Web Redesign for Artist's Digital Platform
I led the redesign of the artist’s website to better reflect his essence and brand identity, creating a seamless link to all external media while maintaining a high-fashion and cinematic aesthetic. The goal was to ensure that the website not only served as a visually compelling platform but also delivered an intuitive and user-friendly experience.
By integrating custom interactive elements, I designed the user experience to be smooth and engaging, making it easy for visitors to navigate the site while immersing them in the artist’s world. My approach combined UX best practices with a focus on brand alignment, ensuring that the site effectively supported both the artist’s creative vision and user engagement.
Social Media Strategy and Design for Music Release Campaign
I spearheaded the design and execution of a cohesive social media feed, utilizing both video and photo campaign materials to strategically build momentum leading up to and during the release of the artist's music. By crafting a visually unified presence across platforms, I ensured that each touchpoint—from Instagram to Facebook, Twitter, and Spotify—supported the overall campaign narrative.
In addition to creating a dynamic feed, I developed supplemental assets for headers and posts across multiple platforms, ensuring consistency and maximizing audience engagement. This role showcased my ability to lead cross-platform content strategies that align with both creative vision and business objectives, driving engagement and brand visibility.
