MOUNTAIN DEW
Role: Creative Director | TEN35
For several years, I helped lead creative for MTN DEW across basketball, gaming, music, fashion and experience. The work ranged from Courtside Studios during NBA All-Star Weekend, including a three-day takeover of Chicago’s West Loop, to the launch of Zion Williamson’s partnership through Dare to Dew in New Orleans, the MTN DEW x Rhuigi of RHUDE capsule during All-Star 2019, and a national NBA 2K22 campaign starring Zion Williamson and Zach LaVine. Rather than treating each moment as a one-off activation, the work helped build a connected cultural world for DEW across live experience, content, collaboration and broadcast.
