Client: #WeWearAustralian x Australian Post
Agency: VIJON, Focus Group
Role: Executive Producer
Photos by: Madi Atkins
I worked with VIJON/Focus Group to produce and design the #WeWearAustralian x Australian Post Concept Store during NYFW. This immersive retail space featuring established and emerging Australian fashion brands included scenic and set design pieces by me. A central red earth dune installation inspired by the Australian outback anchored the space and was crowned by a cloud–like eucalyptus installation, executed by my team @ Flower Bodega.
Client: Bard Prison Initiative
Agency: The Soze Agency
Role: Executive Producer
Photos by: Sacha Perlstein
I worked with The SOZE Agency to produce the 25th anniversary celebration of the Bard Prison Initiative at St. Ann's Warehouse. The evening included a beautiful program hosted by Angie Martinez and featured esteemed BPI alumni and leaders like Susan Burton Desmond Meade, Gwen Walz, Crystal Hudson, Kamilah Forbes, Vivian Nixon and many more. Ending the programming was a surprise performance by Fogo Azul and a set by DJ D Nice. Event activations and highlights included a portrait studio with Devin Allen, customized books from a takeaway library, a photo gallery celebrating 25 years at BPI, a scrolling commencement speech projection installation, and a breezeway graduation tassel sculptural installation.
Client: NYFW
Agency: IMG
Role: Talks Producer, Show-Caller, Talks Space Venue Manager, Talent Handling, Stage Manager
Floral Design
TALK 1: Apple TV The Supermodels: Moderated by IMG model and entrepreneur, Ashley Graham, the Talk featured a conversation with directors Roger Ross Williams and Larissa Bills, with producer Sara Bernstein and designer Todd Oldham as they they discussed the new Apple TV series.
TALK 2: Battle of Versailles 50: Moderated by model Jasmine Tookes, this conversation features Stephen Burrows, Alva Chinn, Pat Cleveland, and Nicole Fischelis in discussion on the seismic event which served as an impetus for social shifts, racial awareness and American magic, and changed the way people dress around the world.
TALK 3: Black Excellence in Fashion: Championing Representation and Entrepreneurship: Moderated by Danielle Prescod in conversation with Shiona Turini, Costume Designer, The Wall Group Stylist & Brand Consultant, Ugo Mozie, Designer & Creative Entrepreneur and Kevin Warren, EVP & Chief Marketing & Customer Experience Officer, UPS in a discussion about what they have learned from their years of work.
TALK 4: From Destinations to Design: In conversation with Jack McCollough and Lazaro Hernandez of Proenza Schouler, Dino Michael, SVP & Global Head, Hilton Luxury Brands, and Jacqui Gifford, the panelists discuss the influence of travel on the creative process.
Agency: Vice
Client: i-D Magazine x Marc Jacobs
Role: Executive Producer, Florist, Talent Lead
Location: Palm Desert, CA
Coachella Pre-Party Event
Client: Soundcloud Powered by Acura
Agency: Imprint Projects
Role: Executive Producer
June 2022
Event Photos: M. Carasella
Portraits: Anna Maria Lopez
Visual Artist Collaboration: Uzumaki Cepeda
Daytime Panel Discussions
Evening Performances headlined by Fivio Foreign
Client: Allbirds
Agency: Imprint Projects
Role: Executive Producer
We worked with Allbirds to launch the Allgood Collective–a global community of individuals that promote the power of collective action as a force for good. An ambassador program with a mission.
We designed a long-term strategic platform—Allgood in the Neighborhood— a toolkit enabling Albirds to both activate locally and scale globally. To kick off the program Allbirds hosted a Virtual Summit inviting the newly found community to connect and collaborate. The programming included a Keynote by Van Jones, Kara Cutruzzula and the founders of Allbirds as well as 10 breakout sessions designed for collective members to meet and share knowledge. Each Collective member received a custom seeding box in follow up from the events.
Client: Interscope Records x Cuco
Role: Creative Set Design & Floral Installation for Cuco’s Performance on the Seth Meyers Show
October 2021
Client: Highsnobiety x Jacob & Co.
Role: Creative Design, Tablescape & Floral Execution
Photos: Nina Westervelt
March 2022
Client: 818 Tequila
Role: Floral Design, Installation Design & Production, & Dinner Tablescape Design
Interior Design and Renovations by Aurea Sanabria Molaei & Azad Molaei // Photos by J. Demetrie Photography // Bathroom Mural by Francesca Mirra
Client: Clubhouse
Event Creative Direction, Website & Event Production & Design by Aurea Sanabria Molaei
December 2021
Client: Clubhouse
Card Game Concept, Creative Direction, Copy Writing, and Design by Aurea Sanabria Molaei
Summer 2021
Agency: Refinery29
Project: 29Rooms Expand Your Reality 2018, NYC & LA
Role: Sr. Experiential Production Manager, Collaborator on Strategy & Ideation, Set Design, Floral Design, Talent Booking & Liaison, Vendor Management, Budget & Finance
EditorialRooms (20 of 29): In Light of You, Teen Bedroom, Love Letter to the World, Shake it Out, Artists in Residence, Inner Beauty Ball, The Values Stand, The Full Picture, Sonic Sanctuary, A Long Line of Queendom, Reality Rendered, Know Your Rights, In Touch, You Are Magic, Between the Sheets, Money Mantras, A Conversation with Your Inner Child, Blind Date with Destiny, A Different Tune
Collaborators: Jose A. Roda, Uzumaki Cepeda, Cocovan, Egle Zvirblyte, House of Yes, The NYC Mayor’s Office, Shatterbox, Gamelarton, R29 Unbothered, Magenta Field, ACLU, Whisperlodge, The Hoodwitch, Rupi Kaur, Carlota Guerrero, Trans Chorus of LA, Tonality.
The makers behind Refinery29 collaborated with visionaries and brands in the fields of arts, activism, style, and technology to bring attendees 29 spaces that tapped into the conversations of today and our hopes for tomorrow. Through multi-sensory installations, performances, and workshops, we presented a new way to connect with creativity, culture, and community.
Agency: Refinery29
Project: 29Rooms Turn it Into Art Los Angeles 2017
Clients: Google Pixel
Role: Sr. Experiential Production Manager, Collaborator on Strategy & Ideation, Talent Booking & Liaison, Vendor Management, Budget & Finance
29Rooms’ theme Turn It Into Art was a call to action to celebrate the transformative power of creativity. It was a journey into the power of Art: to unify, heal, and uplift; to provoke new ideas and new actions.
For the first time on the West Coast, guests were able to experience Refinery29’s imaginative spirit IRL through an interactive funhouse of style, culture, & technology, brought to life by a group of global artists and visionaries across mediums, and powered by them.
At 29Rooms, Refinery29 and Google Pixel 2 created a platform that reinvigorated our guests and transported them to a time when asking questions was the answer. We partnered with Nina Chanel Abney to create a space that invited guests to shed their inhibitions and insecurities, returning them to the ubiquitous familiarity of the playing field.
The 29Rooms x Pixel 2 Post photography concierge partnered with four editorial photographers (Benjo Arwas, Britt Lucas, Ruby June, Sam Trotter) to capture photos of attendees via appointments all shot on the Pixel 2.
The Pixel 2 Portrait Studio partnered with photographer Anna Maria Lopez to capture guests against a 29Rooms-themed backdrop using the Pixel 2.
Celebrity Attendees: Margot Robbie, Demi Lovato, Janelle Monae, Lily Collins, Chloe x Hallie, Yara Shahidi, Lena Waithe, Lilly Singh, Lizzo, Victoria Justice, Jaleel White, Lance Bass, Gabourey Sidibe, Scout Willis, Tallulah Willis, Terrence J, Josh Peck, Shaun Ross, Gabrielle Union, Devon Aoki, Rosario Dawson, Darby Walker, and more.
Agency: Imprint Projects
Project: Spotify for Artists Co.Lab: Building Your Team
Market: Los Angeles
October 2019
Role: Executive Producer
Responsibilities: Collaborator on Strategy, Ideation & Design, Talent Booking & Liaison, Vendor Management, Product Management, Travel, Budget & Finance Management, Video and Editorial Content Production Management, Staffing, Client Account Manager
Co.Lab is an event and video series for working artists to meet their peers, get advice, and workshop their careers with the best in the business.
Host: Mark “Frosty” McNeill (Co-Founder & Creative Director of DubLab), Matt Sadie (Artist Manager at C3 Management), Jen Appel (Senior Publicist at Grandstand Media), Amber Horsburgh (Music Marketing Consultant)
Agency: Imprint Projects
Project: Spotify for Artists Co.Lab: Release Strategies
Market: Nashville, October 2019
Role: Executive Producer
Responsibilities: Collaborator on Strategy, Ideation & Design, Talent Booking & Liaison, Vendor Management, Product Management, Travel, Budget & Finance Management, Video and Editorial Content Production Management, Staffing, Client Account Manager
Co.Lab is an event and video series for working artists to meet their peers, get advice, and workshop their careers with the best in the business.
Host: Mark “Frosty” McNeill (Co-Founder & Creative Director of DubLab), Cameo Carlson (mTheory Nashville), R.L.U.M.R. (Artist), David Adcock (Red Light Management), Seth England (Big Loud)
Agency: Imprint Projects
Project: Spotify for Artists Co.Lab: Visual Identity
Market: Atlanta, July 2019
Role: Executive Producer
Responsibilities: Collaborator on Strategy, Ideation & Design, Talent Booking & Liaison, Vendor Management, Product Management, Travel, Budget & Finance Management, Video and Editorial Content Production Management, Staffing, Client Account Manager
Co.Lab is an event and video series for working artists to meet their peers, get advice, and workshop their careers with the best in the business.
Host: Mark “Frosty” McNeill (Co-Founder & Creative Director of DubLab), Carlon Ramong (LVRN), Mikael Moore (Wondaland) , Jasmine Benjamin (Stylist), Preston Hershorn (Instagram)
Agency: Imprint Projects
Project: Spotify for Artists Co.Lab: Attracting an Audience
Market: New York City
May 2019
Role: Executive Producer
Responsibilities: Collaborator on Strategy, Ideation & Design, Talent Booking & Liaison, Vendor Management, Product Management, Travel, Budget & Finance Management, Video and Editorial Content Production Management, Staffing, Client Account Manager
Co.Lab is an event and video series for working artists to meet their peers, get advice, and workshop their careers with the best in the business.
Host: Mark “Frosty” McNeill (Co-Founder & Creative Director of DubLab), Sharell Jeffrey (QLEEN Artist Relations), Morgan Rhodes (Music Supervisor), Amit Nerurkar (Face-less, Run the Jewels), Christian Coffey (Tour Manager)
Agency: Refinery29
Project: HBO Girls: The Exhibit
Role: Sr. Experiential Production Manager, Collaborator on Strategy & Design Ideation, Creative Direction Collaborator, Gallery Curator, Vendor Management, Budget & Finance
On Friday, April 14th & Saturday, April 15th, Refinery29 brought over 1,300 faithful fans of HBO’s hit series “GIRLS” together to celebrate the show’s anticipated finale by creating an interactive exhibition experience that brought the “GIRLS” energy to life.
Taking over the John Doe Gallery in Brooklyn, this two-day living exhibition experience brought nostalgia to viewers who have followed the iconic storyline and generated buzz through social moments inspired by the unique visual setting.
Refinery29 created an interactive exhibition that invited guests to explore a retrospective sequential timeline that highlighted key moments from the show. In this part of the experience, we featured objects such as iconic props, costume and wardrobe pieces, scripts, audio and visual clips from the series, set photography, and reimagined scenes as dedicated social sharing moments.
A recreation of Hannah’s iconic apartment rounded out the experience, allowing guests to interact within Hannah’s personal space.
Agency: Refinery29
Project: 29Rooms Turn it Into Art NYC 2017
Clients: Ulta Beauty, ALDO Shoes, Dunkin Donuts
Role: Sr. Experiential Production Manager, Collaborator on Strategy & Ideation, Talent Booking & Liaison, Vendor Management, Budget & Finance
29Rooms’ theme Turn It Into Art was a call to action to celebrate the transformative power of creativity. It was a journey into the power of Art: to unify, heal, and uplift; to provoke new ideas and new actions.
At 29Rooms, Refinery29 and ALDO Shoes created the Love Walk, an immersive tunnel which invited guests to celebrate individual style on an exuberant, glowing runway.
In partnership with Ulta Beauty, we created a one-of-a-kind Beauty Carousel that quite literally invited everyone to play with Ulta Beauty in a truly memorable fashion.
Inspired by the new Bakery Series Flavors, Refinery29 partnered with Dunkin’ Donuts to create an experience that explored what’s Behind the Flavor of Dunkin’ Donuts coffee and what happens when people bring the invigorating essence of the coffee to their homes.
Celebrity Attendees: Jake Gyllenhaal, Emma Roberts, Sasheer Zamata, Issa Rae, Rosario Dawson, Lizzo, Shaun Ross, Kat Cunning, Rachel Bilson, and more.
Agency: Refinery29
Project: Every Beautiful Body in partnership with Lane Bryant
Role: Sr. Experiential Production Manager, Collaborator on Strategy & Design Ideation, Talent & Programming Management
67% of American women are plus-size — size 14 or larger — yet the plus-size woman accounts only for 2% of the bodies represented in the mainstream media.
In partnership with Lane Bryant and Aerie, Refinery29 has launched The 67% Project, a movement toward representing the truth about the who the American woman is in the media. October 26, 2016 marked the first Every Beautiful Body symposium. The event, held at 300 Vesey Street in Brookfeld Place, brought together thought leaders in fashion, media & retail, influencers, and celebrities. But most importantly, it was open to everyone, inviting over 400 guests. Through a program of panels & workshops, interactive activities & art, we used storytelling and facts to enlighten, empower and challenge women, triggering a seismic shift towards the representation of Every Beautiful Body in the media.
Agency: Refinery29
Client: Primark
Role: Sr. Experiential Production Manager, Collaborator on Art Direction & Strategy, Vendor Management, Talent Liaison, Budget & Finance
In celebration of Primark’s USA launch and to truly create a FOMO inducing experiential moment, Refinery29 hosted the biggest fashion party to hit Philadelphia on November 19th.
We created a destination where stylish consumers were introduced to Primark’s US debut collection and raised awareness of Primark’s second location at King of Prussia with a party featuring massive live musical performances and a fashion show-meets-dance performance on a scaffold runway!
With over 1200 consumer RSVPs, the buzz surrounding Club #PRIMANIA was undeniable. Fashion-loving Philadelphians took to their social media channels to trumpet their excitement for Primark, amassed over 19 million social impressions and made #PRIMARKUSA a global trending hashtag on Instagram!
Client: Canada Goose
Role: Executive Producer & Creative Director
February 2023
Event Photos: Jeff Mercado
Client: Canada Goose
Role: Executive Producer & Creative Director
February 2023
Event Photos: Anna Maria Lopez
Agency: Refinery29
Project: New Fronts
Role: Sr. Experiential Production Manager, Venue, Talent & Programming Management
NewFronts is an event that gives Refinery29 a chance to present their video content to important decision makers across brands, agencies, production companies, and press, and show them what R29 is all about!
In 2016, with the theme of ”Claiming Power," the Refinery29 mission to inspire and serve the most powerful generation of women EVER was on full display. Through a slate of incredible new video programs and some amazing new partners -- we premiered content that truly embodies the idea of what it means to claim your power.
Special presenters included Morgan Spurlock, Gaborey Sidibe and a powerful performance by Nobel Stepz and Marawa the Amazing.
Agency: Refinery29
Project: 29Rooms “Powered by People” 2016
Clients: Ulta Beauty, Fossil, DOTS, Marchon Eyewear
Role: Sr. Experiential Production Manager, Collaborator on Strategy & Ideation, Talent Booking & Liaison, Vendor Management, Budget & Finance
29Rooms is more than an event. It’s a fully immersive, visually driven experience built for social sharing.
The mission of 29Rooms is to create a beautifully interactive, artistic and highly sharable playground pulling inspiration from style, beauty, wellness, film, culture, editorial narratives and brand moments to inspire visitor participation and consumer content creation.
Timed to New York Fashion Week, the experience took place in a 70,000 square foot warehouse in Bushwick and opened with an exclusive VIP party on September 8th and then was open to the public from September 9th to the 11th. The event dominated & disrupted social channels and the press, featuring exclusive performances, art exhibitions, interactive installations, virtual reality, film, food, and more!
Client: NYFW
Agency: IMG
Role: Talks Producer & Floral Design
September 2022
Agency: Refinery29 Client: Magnum Ice Cream, Soho Pop Up June 2016
Role: Sr. Experiential Production Manager, Event Styling, Collaborator on Strategy & Design Ideation, Talent Booking & Liaison, Vendor Management, Budget & Finance
To trumpet the arrival of Magnum’s pop up store in SoHo NYC, Refinery29 created “The Art of Magnum”, an intimate and interactive experience centered around Magnum's dipping bar and luxurious chocolate ice cream bars.
Hosted by model/actress Jamie Chung and with a DJ set by Alexandra Richards, the VIP event on Thursday, June 9th boasted an impressive and diverse guest list of 250 of NYC's hip and trendy crowd. Influencers across the art and style scene visited the custom dipping bar to create their own decadent ice cream bars and interacted with the Art of Magnum GIF booth.
Highly shareable art-inspired installations premiered at the event and will continue to place Magnum’s ice cream bar at the forefront as the hero throughout the life of the pop up.
Art Director: Emily Ritter | Fabrication: 11th Street Workshop | Photography: George Zervoudis
Agency: Refinery29
Project: Beauty Remix Tour x Rimmel London
Markets: Houston, Tampa, Chicago
Spring 2018
Role: Sr. Experiential Production Manager, Collaborator on Strategy, Ideation & Design, Talent Booking & Liaison, Vendor Management, Product Management, Travel, Budget & Finance Management
Photographer: Bonnie Burke
Agency: Refinery29
Project: SXSW School of Self Expression
Client: Fossil Q
March 2016
Role: Sr. Experiential Production Manager, Collaborator on Strategy, Ideation & Design, Talent Booking & Liaison, Vendor Management, Product Management, Travel, Budget & Finance
During SXSW Interactive, Refinery29 and Neiman Marcus welcomed VIP’s, celebrities, influencers, tastemakers and consumers to the School Of Self Expression. Inside these walls, we encouraged guests to raise their voices, break the rules, and live outside the lines.
Located in the beating heart of Austin, we launched the experience with a party hosted by Kate Bosworth followed by two days open to the public where nearly 3,000 guests attended. At the School of Self Expression, we curated a unique programming calendar of interactive masterclass crash courses in creativity, technology and style led by a diverse range of cutting-edge talent including Chuck Grant, Cleo Wade and Wynter Gordon.
Executive Creative Director: Piera Gelardi | Creative Director: Albie Hueston | Co-Producers: Caroline Biggar, Richard Muske | Production Coordinators: Lily Amaro & Amanda Murray | Art Direction, Design, & Strategy: The Gathery | Production Design: Emily Kowzan Ritter | Fabrication: 11th Street Workshop | Photographer: Bonnie Burke
Agency: Refinery29
Client: Dolce & Gabbana
July 2015
Role: Sr. Experiential Production Manager, Collaborator on Art Direction & Strategy, Event Styling, Floral Styling, Vendor Management, Budget & Finance
On July 10th, in sunny Miami, Refinery29 + Dolce&Gabbana Light Blue, presented L’Estate Mediterranea; a pool party celebrating the romance of the summer season and bringing the joy of living the Light Blue mediterranean life.
The event was held at the premiere Miami Beach hotel, the Edition. The evening started with Italian Riviera- inspired cocktails as influential guests were greeted into the Tropicale pool. The event drew a stylishly diverse crowd including models David Gandy and Bianca Balti.
Art Director: Natalia Grosner | Prop Stylist: Brenna Freestone | Photography: World Red Eye
Client: St. Frida x Peralta Project “Rolos & Icons” Dinner
November 2015
Role: Producer, Creative Direction, Styling, Florals & Tablescape Design
On Monday, November 2nd The Rolos & Icons exhibit closed its doors to the general public a few hours early for a private dinner hosted by Saint Frida & The Peralta Project.
Sticking to the theme of the exhibit, guests of the event ranged from a variety of forces within contemporary Latino/a culture. Featuring the likes of: Artist, actor & playwright Lemon Andersen, writer, comedian and self proclaimed slang philanthropist The Kid Mero, recording artists & DJ duo formally known as Nina Sky, lifestyle blogger extraordinaire Kyrzayda Rodriguez along with Emily B, sterling fashion stylist & co star of VH1’s hit show, "Love & Hip Hop".
The 5 star meal and menu was prepared by Fadia Kader and Chef Santana Benitez.
Photography: Mario Kristian
Agency: Refinery29
Client: Neiman Marcus x CFDA
June 2015
Role: Sr. Experiential Production Manager, Collaborator on Art Direction & Strategy, Event Styling, Vendor Management, Talent Liaison, Budget & Finance
Fresh off of her CFDA Awards win for Accessories Design, Tabitha Simmons was honored during the Spotlight Series dinner hosted by Refinery29 and the CFDA in partnership with Neiman Marcus. This intimate event was held at Omar’s in New York City's West Village. The evening started with cocktails as influential guests were greeted by our hosts Christene Barberich, Ken Downing and Steven Kolb. The dinner drew a stylishly diverse influential crowd including musician Andrew Van Wyngarden and model Lily Aldridge.
The dinner, was served family-style amongst the whimsical tablescape, which boasted hand-painted watercolor menus and gorgeous envelopes containing Neiman Marcus gift cards for each guest.
From beautiful speeches from our hosts to our intimate setting in the West Village, the evening sparkled with so many special moments and was a fabulous continuation in the Spotlight Series.
Art Director: Natalia Grosner | Flowers: Brenton Wolf | Styling: Zio & Sons | Menu Design: Happy Menocal | Photography: Billy Farrell, BFA
Agency: Refinery29
Client: Primark
September 2015
Role: Sr. Experiential Production Manager, Collaborator on Art Direction & Strategy, Styling, Custom Name Bracelets, Vendor Management, Talent Liaison, Budget & Finance
On September 2nd, Refinery29 and Primark hosted an intimate dinner in NYC’s charming Greenwich Village neighborhood to announce the retail giant’s launch in the USA.
This elevated evening boasted custom-designed decor, personalized charm bracelet place settings, delicious UK- inspired cocktails and food, and an incredible guest list of over 75 fashion VIPs across major press outlets, blogs, and the entertainment industry.
Each guest received a Primark gift card at their place setting. They received a Primark gift bag upon departure which contained Primark products, the Refiner29xPrimark custom zine, and Primark’s A/W ’15 look book.
Our celebrity host, Emily Ratajkowski, entertained Primark executives and the fashionista set, making the event a truly unforgettable evening.
Art Director: Emily Ritter | Menu Illustrations: Anna Sudit | Greenery Design: Putnam & Putnam | Catering: Cloud Catering | Photography: Billy Farrell, BFA
Agency: Refinery29
Client: CFDA Fashion Awards After-Party
June 2015
Role: Sr. Experiential Production Manager, Collaborator on Art Direction & Strategy, Talent Booking & Liaison, Vendor Management, Budget & Finance
Following an evening celebrating the CFDA Awards, the fashion world’s elite let loose at the Top of the Standard in New York City for the official after-party hosted by Refinery29. Influential guests such as Leonardo Dicaprio, Gigi Hadid, Alexander Wang, Public School, Betsy Johnson, and Diane Von Furstenberg danced and mingled the night away while enjoying DJ sets by May Kwok & Lola Langusta and a surprise performance by Jhene Aiko.
Art Director: Natalia Grosner | Fabrication: 11th Street Workshop | Photography: Mateo Prandoni, BFA
Agency: COMPLEX
Client: Coors Light AXIS
Market: NYC & New Orleans
August 2014
Role: Creative Director, Event Designer, Executive Producer, Vendor & Talent Liaison, Branding, Promotions, Budgeting & Finance
The Coors Light AXIS Summer Concert Series was a two city tour with recording artists Big Sean & Curren$y. They shut NOLA and Brooklyn down with stellar performances and surprise guests including Jadakiss, Manny Fresh, Styles P. and more!
Agency: COMPLEX
Austin, TX, March 2014
Role: Lead Producer, Collaborative Creative Direction, Styling, Branding, Promotions, Activations, Budget & Finance
The COMPLEX Complex, a house in Austin central to all the SXSW action, created a stream of engaging editorial, video and social content, and hosted events that were the talk of the festival.
The week-long residence at The COMPLEX Complex was an unrivaled success, both for COMPLEX and partners, including Miller Coors, PepsiCo and Boost Mobile.
From marquee talent giving intimate performances (Skrillex, A$AP Ferg, SZA, Childish Gambino, Rae Sremmurd, Nipsey Hussle, Schoolboy Q, Cam’ron, and more) to the amplification of key programs, SXSW 2014 was one for the record books.
Art Direction: Brent Rollins & Duke Aber
Agency: COMPLEX
Client: Mtn Dew Green Label
March 2015
Role: Producer, Creative Direction, Styling, Branding, Promotions, Activations, Budget & Finance
In two short years, COMPLEX took Green Label from vision to robust content platform. After live shows in New York, Chicago, San Francisco, and Miami, we went big in Texas. Green Label came to life with a truly immersive, one-day experience at SXSW 2015! With over 1,000 people in attendance, the event proved to be the hot spot for Wednesday's festival goers. The event included multiple activations that magnified Mtn Dew and Green Label's core themes- art, music, style, and action sports seen through the lens of Millennial culture. A special first look at the trailer for the much anticipated film 'We Are Blood' kicked off the day for over 100 guests including pro athletes, press, and partners. Guests enjoyed custom Dew cocktails, edible Mtn Dew flavored clouds and ice cream, and enjoyed product sampling of Kickstart flavors. Performances included A-Trak, Brenmar, Joey Bada$$, Leaf, and many others.
Agency: Create & Cultivate
Project: Giambattista Valli x H&M Launch
H&M Fifth Avenue Flagship
New York City, November 2019
Role: Lead Producer
Photos: Anjelica Jardiel
