- 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.
P006 → Dame 8 EXTPLY
Primary Role: Concept Lead · Producer · Creative Director · Art Director
Partners: Co-creative with Oscar Castillo (Modern Notoriety)
Conceptual Storytelling · Cinematic Composition · Cross-Disciplinary Craft · Creative Leadership
Cultural Intelligence · Mentorship · Hybrid Thinking
Systemic Storytelling · Emotional Design Language
With no traditional production access to Damian Lillard for two years, I reframed the problem: we won’t get Dame to come to us, so let’s bring the story to him. We embedded ourselves into his Formula Zero Camp - a space designed to mentor youth in both basketball and life and used it as the foundation for the Dame 8 EXTPLY campaign.
Shot in stark black and white for timelessness and emotional clarity, we captured candid moments of Dame leading, mentoring, and moving in his signature shoe—no over-staging, no forced product shots. Just real basketball and real life. The visual style paid homage to stoicism and subtle strength, aligning with Dame’s values of resilience and purpose.
This stripped-down, heart-forward approach reset the tone for Lillard storytelling at adidas and was so successful it unlocked full creative access to Dame the following year for Dame 9.
“Championship Standard Time” OOH - Downtown Milwaukee Wi
Art Direction, Copywriting.
Essential Creative Strengths
Theoretical Function: Transformed a contract challenge into an earned moment of vulnerability and power
Practical Craft: Directed and co-shot cinematic visuals, interview scripting, and product action
Strategic Thinking: Used existing moments to build a fresh narrative architecture
Application & Execution: Delivered a full footwear campaign without formal resources
Cultural & Future Readiness: Showcased Dame as mentor and multidimensional leader for the next generation