- SuperMajor64
- “All That For $90?!”
- Crazylight
- The Formula
- Always Dame Time
- adizero
- Extended Play
- Remember The Why
About
©2025 “Something” “Something” dont sue me. Saul Goodman. I’m just trying to eat.
P004 → Crazylight
Primary Role: Concept Lead · Strategy · In-House Team LeadPartners: adidas Basketball (global team) + external agency
Conceptual Storytelling · Typography, Color & Grid Mastery · Cross-Disciplinary Craft · Creative Leadership
Cultural Intelligence · Visual World Building · Mentorship & Taste Curation
Systemic Storytelling · Emotional Design Language
Crazylight Shorts was adidas Basketball’s first stand-alone product story centered around shorts, not shoes. With no blueprint, I led the concept, strategy, brief, and storytelling approach from scratch. I also mentored a junior teammate on her first brief, guiding both vision and execution across a global and agency team.
The core idea: a basketball kid is still just a kid. No matter how elite, their lives are shaped by school desks, gaming setups, after-school runs, and personal expression. I built a story that celebrated that dual identity: fusing performance movement with streaming culture, individuality, and Gen Alpha chaos energy.
We cast real youth athletes and brought in streamer Ray to bridge digital culture and basketball lifestyle. From photo selects to movement direction to bold typographic layouts, I shaped an aesthetic that felt raw, fun, and expansive. The shorts themselves; with diverse patterns and colorways demanded a story that spoke to expression across gender and identity lines.
Crazylight represents Supermajor64 through and through fusing cinematic stills, grid-forward design, humor, and high-action creativity to reflect the future of performance storytelling.
Essential Creative Strengths
Theoretical Function: Reframed product use through an emotional insight—“ballers are kids first”
Practical Craft: Directed photography, action scenes, layout, and typographic visual language
Strategic Thinking: Bridged digital creator economy (streamers) with athletic performance
Application & Execution: Delivered integrated campaign across social, print, retail, and digital
Cultural & Future Readiness: Modeled gender-fluid, multi-dimensional storytelling for Gen Alpha audiences