AMERICAN EXPRESS

Role: Creative Director | Momentum Worldwide

I helped creative direct the American Express x NBA 2K23 Lab, translating the brand’s in-game partnership into a physical world fans could actually step inside. Across four days in SoHo, the experience combined gaming, basketball and culture through 2K coaching stations, an LED-powered Highlight Hub, local barbers and sneaker care, and live programming with talent including Jack Harlow, Druski and Sabrina Ionescu. The experience extended beyond the room through Twitch, generating more than one million views in two hours, and went on to earn a Silver at the 2023 Clio Sports Awards.