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©2025 “Something” “Something” dont sue me. Saul Goodman. I’m just trying to eat.

P003 → “All That For 90$!”

Primary Role: Concept Lead · In-House Creative Director · Art Director 
Partners: adidas Basketball (internal team) + external agency

Conceptual Storytelling · Creative Leadership · Typography & Grid Mastery
Humor + Humanity Balance · Hybrid Thinking
Emotional Design Language · Creative Positioning & Adaptation

For Damian Lillard’s 10th signature shoe, I led concept development, scripting, casting, and overall creative direction for a bold twist on signature storytelling: a premium performance shoe at an unheard-of price $90. Instead of avoiding the price point, I reframed it as a story of value, rooted in truth, culture, and relatability.

Inspired by late-night infomercials and the psychology of a good deal, I pitched the comedic tone and structure for the campaign “All That For $90?!” as a tongue-in-cheek tribute to over-the-top product demos, flipping expectations from cheap to how is this even possible? I drew from my own life as a former sneaker store employee, a fan, and a kid who knew what it meant to want what others had and made sure the story felt human, not hollow.

The creative leaned into an infomercial-meets-mixtape aesthetic equal parts humor, grit, and cultural edge. Chelsea Gray and Sophie Cunningham were cast to represent WNBA excellence and authenticity, amplifying Dame’s story through voices who embody toughness, skill, and relatability. Jason Nocito was chosen for his raw, documentary style, honed through years of capturing skate and street culture, bringing an unfiltered energy that cut against typical glossy sports campaigns. Directed by Sweetiepie.dir and styled by Zoey Radford Scott, the team delivered a signature campaign that blurred sport and culture, positioning DAME X as fearless, versatile, and rooted in real value.

The project speaks directly to the Supermajor64 ethos: rethinking value with humor and emotion, reimagining visual culture, and delivering messaging that’s not just cool but rooted in real, human truth.

Essential Creative Strengths

Theoretical Function: Reframed “cheap” as “clever”—a celebration of performance, not price
Practical Craft: Developed infomercial-style scripts, casting, visual tone, and comedic delivery
Strategic Thinking: Used price as a hook, not a handicap—appealing to underserved audiences
Application & Execution: Delivered across film, retail, social, and product storytelling
Cultural & Future Readiness: Expanded WNBA integration and addressed a growing value-focused consumer mindset