Numéro
Lumia
by
Jason
Nocito
For this Numéro cover story, I pitched an emerging NYC artist to expand the magazine’s US presence while maintaining appeal for its European readership. I developed the cultural strategy and oversaw story development to elevate the artist’s marketability within Europe as she breaks into its underground scene.
As Creative Producer, I assembled the creative team - styling, hair, and photographer Jason Nocito - to execute a visual narrative that served dual markets and advanced both artist and publication. I also conducted and wrote the interview. Read the full feature here
Nike
Cortez
UnMuted
For this Nike x Boiler Room activation, I reinterpreted the Cortez “independents” narrative through a femme lens - celebrating the rebellion and queering of femininity.
Anchored by Paris’ Fête de la Musique, the strategy came to life through a curated rave experience, femme-forward lineup, and campaign imagery that positioned Nike as a home for this community.
In-House
Service: Strategy
Lancôme
Olivia Rodrigo
Lancôme, a heritage beauty brand, sought to resonate with Gen-Z. Moving beyond traditional beauty narratives, this campaign redefines tradition through Olivia’s empowering story of self-becoming and authenticity.
The creative activation strategy amplifies this personal power narrative, solidifying Lancôme’s relevance with a new generation.
Agency: Publicis Luxe
Service: Strategy, Copywriting
A-Cold-Wall
AirMax+
The Brief
Launch the Paris-exclusive A-Cold-Wall x Air Max+ collaboration.
Insights
Concept: Moths to a Flame
This activation reclaims Brutalist spaces in the Parisian suburbs as sources of inspiration rather than symbols of exclusion. A digital heatmap guides SNKRS members to Brutalist sites across the banlieues, where they unlock access to purchase the collaboration—turning the architecture itself into the storytelling mechanism.
In-store, sculptural displays reflect Ross's design ethos, reinforcing the product-as-encryption narrative. A "Behind the Design" with Samuel Ross completes the experience, connecting his creative process to the cultural context. The activation honors the communities that elevated the Air Max+ while creating meaning that extends beyond the product drop.
Launch the Paris-exclusive A-Cold-Wall x Air Max+ collaboration.
Insights
- Samuel Ross's design philosophy centers on Encryption—transforming the space between subjectedhood and objecthood from negative dialectic into resonant reverberation. Applied to Brutalist architecture, this framework reframes spaces often seen as "othered" into sources of cultural power.
- The Air Max+ has been a cultural artifact in Paris's banlieues for over 20 years, where Brutalist architecture defines the landscape.
- Brands that build their own cultural worlds outperform those chasing relevance through co-option.
Concept: Moths to a Flame
This activation reclaims Brutalist spaces in the Parisian suburbs as sources of inspiration rather than symbols of exclusion. A digital heatmap guides SNKRS members to Brutalist sites across the banlieues, where they unlock access to purchase the collaboration—turning the architecture itself into the storytelling mechanism.
In-store, sculptural displays reflect Ross's design ethos, reinforcing the product-as-encryption narrative. A "Behind the Design" with Samuel Ross completes the experience, connecting his creative process to the cultural context. The activation honors the communities that elevated the Air Max+ while creating meaning that extends beyond the product drop.
Nike Tech Fleece
The Brief
The Concept
Conceive a strategy to catalyze the Nike Tech Fleece, amidst its struggle to connect with the youth, for its 10 year anniversary.
Insights- Nike’s traditional strategy of storytelling through sport might work well for performance apparel, but fails for this lifestyle line. Nike has focused too much on function rather than feeling, marking the difference between sportswear and streetwear.
- The youth care less about sports than previous generations, due to the pandemic and technology addiction, and are more driven by the aesthetics of streetwear than their performance.
- Leveraging the subcultures of a product’s history, and then modernizing that history with a cultural activation that reflects today’s environment, can drive impact, authentic storytelling, and ultimately, success through community.
The Concept
Leverage rap culture to activate the tech fleece, speak to the youth, authenticate the product, and drive storytelling. Generate neonostalgia by repositioining the techfleece through music that speaks to the consumers of then & now.
Agency: Yard
Service: Strategy