The best ball handler of all time, Kyrie on the court defies tradition, gravity and logic. Kyrie and I had a long conversation talking about him doing the impossible and then we filmed it. So we exaggerated things a bit. The Kyrie 5 is an incredible shoe with an absurd amount of innovation that is subtle.

Champion The Alternate Athlete

Content gathered from a 48 hour training continuum in Aspen Colorado, led by Matthew Williams, Joe Holder and Kirsty Godso  Side by side, layered collages of imagery create surprising juxtapositions in themes where performance meets culture. Shot in Aspen with Fabien Montique, Collaboration with Horse, Neelo Noory and Open Range Crew.

Within the built environment, we live in a constant state of evolution. The updates to it — particularly in movement in and around it — force a constant reappraisal of what it means to be human. ISPA is a response to, and solution for, the shifting variance of this change. With change we off solutions, over the top solutions. 

Two City Edition jerseys stood out, Minnesota Timberwolves in honor of Prince and the Brooklyn Nets ode to Biggie. We created a series of mini docs, behind the design films and of course some hype videos to set the table. I had the opportunity to collaborate with Out To Lunch, Jonathan Johnson Griffin and Jason Sfetko.

NIKE BY YOU is a platform where consumers can make almost endless choices creating shoes as they want. Every choice leads to endless possibilities. Choices do not go away, they co-exist simultaneously. The creative takes a trip inside Macciu’s mind as she opens up about her ideas of choice, and the contradictions that make her design on the Zoom Type unique. 

Hyperwarm and Hypershield two winter products built to keep you warm and dry in the most sever conditions. Nike Hypershield was a product line built to stay dry, warm and visible in the most sever weather conditions. We created a simple film highlighting each of the benefits showing our hero running in the most over the top bad weather scenario. 

For KD, life is simple: (that is the brief!). The game provides. It keeps him grounded, it keeps him humble. It’s more than just buckets; he lives inside the lines, where he sharpens his craft and ultimately, his outlook on life both on and off the court: (the answer to the brief!) Always X Always, 2017. Shot with Tyrone Lebon and Rosie Marks. Created with Everett Vangsnes.

Pigalle Spring/Summer 2020 product launch, in collaboration with Ill Studio, Thibaut Grevet, Imruh Asha and Stephan Ashpoole.

“At the end of the day the African American women is the strongest people in the world. they are not given anything, the odds are stacked up against them.” A quote from LeBron James inspired a poem by Nikky Finey. I shared the poem with Martine Syms. This inspired an opportunity to create a film to acknowledge and champion the power of Black women in the very essence of who they are and how they move through the world. 

The HFR x LeBron 16 Lifestyle shoe was created in partnership with Harlem’s Fashion Row–the game-changing fashion collective. The first ever LeBron signature shoe designed for women by women. For the past decade, Harlem’s Fashion Row has worked to uplift up-and-coming female designers of color. 

Five shoes, each with their own story, together they create the most complete team ever is a team of five LeBrons: Fresh Bred: fearless ruthless, forceful, relentless. Twenty20 Vision: magical, forecaster, clever. I Promise: mentor, ambitious, impactful. Strive: accountable, tough, tireless. The King: royal, dominant, cerebral.

Quite literally rising from the ashes of LeBron’s burned jersey when he left Cleveland in 2010 and his journey, learnings, and new perspective that leaving gave him to return back to eventually fulfill his promise and rise again to a hero in Cleveland. How do you shoot the best basketball player, with one of the most iconic photographers, a creative force who is top within their field, but also one who pushes art through innovation.

Fifteen of the most iconic shoes with over thirty-five years of innovation that were built into the LeBron 15. Made with Jason Petrie, Melanie Auguste and Korb. 

LeBron Championship Print Ad. LeBron and his Cavs teammates did the impossible, winning the 2016 NBA Championship despite being down three games to one. It is a simple message he has always carried in his heart, as a kid from Akron to bringing a title to Cleveland: Always Believe. 

The initial launch of Nike Tech Pack was presented through the authentic life and sport moments of championship athletes. The objective was simple: shoot each athlete on their terms and on their turf, but it wasn’t a photoshoot as much as just spending time with our athletes, eating lunch, playing golf and me making jokes to loosen everyone up.

The headline impact, Fight Like Hell. The illustrations had to have impact, strength and fight, but a softness not to be too brutal. These were for a big Livestrong event based in NYC in 2011. Collaboration with Rami Niemi

Each season Gyakusou travels to a different major city. In Fall 2019 the location was Berlin, the product is trail running. Visualizing the limits of the Gyakusou runner where the unknown is their solace. We took Eugene Tong, Kameron Casey, Brat Star and Jinbok Lee to surreal locations combining nature and city. Where the streets of Berlin become as perilous as a cliffs edge.