ROLE: Head of Content

AGENCY: Clear As Day

For this event, I was in charge of overseeing all content that came out of the Pusha-T & adidas Originals EQT booth at ComplexCon 2018 as well as the Snoop Dogg x VIP Records x adidas Originals booth.

This included:

• Being point person between agency and client for all content

• Creating content strategy (both paid and organic) for the adidas Originals Sound Labs contest. This strategy included mapping out content during the Sound Labs submission phase leading up to ComplexCon, as well as during the event when finalists met with Pusha-T and winners were announced. Content lived on the adidas Originals and Pusha-T Instagram handles.

• Creating video and photo shot lists

• Managing a photography team and a video team (total of 6 people) simultaneously

• Creating an approval and delivery process for client and talent

• Creating content strategy for the new @adidasLA Instagram handle, which launched during ComplexCon 2018.

SUMMARY: 

At ComplexCon 2018, adidas Originals underscored its roots in music with the adidas Sound Labs Grant experience, created in collaboration with Pusha T. In addition to releasing his EQT Cushion 2 sneaker at the show, the hip-hop star and streetwear mogul met with 12 aspiring artists from Los Angeles, all of whom were vying for the adidas Originals Sound Labs Grant for musical development. The artists played their music for Pusha and discussed their work, all within a replica penthouse office setting inspired by an old-school Wall Street-meets-modern culture vibe. Only five musicians made the cut after two days of listening sessions, with a winner slated to be selected in early 2019. The activation space was reserved for Pusha, but connected to a retro bank vault where regular attendees could grab a key and unlock exclusive adidas and ComplexCon merchandise.

To simultaneously celebrate its new L.A.-focused social handle, @adidasLA, and the 25th anniversary of the album “Doggystyle,” adidas additionally partnered with Snoop Dogg on a special pop-up booth featuring a massive replica of the legendary VIP Records sign, as seen in Snoop’s “Who Am I (What’s My Name)?” music video from 1993. The artist made a special appearance and signed 25 pairs of adidas Originals P.O.D. System sneakers, all of which had been customized by L.A. artist Gregory Siffs.

VIDEOS:

and you know I had to show love to the Doggfather himself…

Photography