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Creative Director

Bridging what's felt to what's seen.

PLAY REEL

4 Years Creative Director for Michael B. Jordan
Producer: Creed III, Thomas Crown Affair (Assoc. Producer)
Campaigns: Chase, Propel, David Yurman, COACH, Creed Marketing

Featured Campaign Assets

Chase Sapphire Reserve

Chase x MBJ
Creative Director / Copywriter

Made premium credit card advertising feel human.

    • Sell luxury travel benefits without feeling shallow or disconnected from MBJ's authentic identity

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    • Highlight exclusive dining experiences offered by premium Card that resonates with culture

    • Concept: Framed luxury as earned rest—a mother's voice giving permission to recharge after hard work

    • Collaboration: Partnered with Chef Eros to engage African community: "Who makes the best rice?"

    • Method: Universal emotion, specific execution

    • 139K+  Instagram Likes: Kauai spot engagement
       

    • 9M+ YouTube Views: Taste of Africa campaign
       

    • Directed by Bradford Young (Oscar-nominated DP Sparked worldwide African community discussions on rice

Featured Campaign Assets

David Yurman

David Yurman x MBJ
Creative Director

Launched MBJ partnership with luxury jewelry house across two campaigns.

    • Director Selection: Sourced Durimel Twins for campaign vision
       

    • Music Curation: Selected Naomi Sharon - "Nothing Sweeter"
       

    • Photography: Creative directed Tyler Mitchell high jewelry shoot
       

    • Post-Production: Edited final spot to perfection

    • 6M+ Views Per campaign

Featured Campaign Assets

Propel Your City

Propel x MBJ
Creative Director

Connected brand mission to MBJ's roots through grassroots fitness partnerships.

    • Make fitness brand feel community-driven, not corporate​

    • Partnered with local orgs including Brick City Rowing from MBJ's hometown Newark

    • Hand-selected WalkGood Foundation
       

    • Directed rowing campaign and announcement content
       

    • Ideated TV commercial with director Nabil

    • 45M+ Views across campaign
       

    • 160+ Free Fitness Classes Nationwide
       

    • 2x GOLD Shorty Impact Awards
       

    • SILVER Shorty Impact Award

Featured Campaign Assets

Smartphone Front View

AFC Bournemouth

AFC Bournemouth x MBJ
Creative Director

Connected a Premier League club to LA culture for their US tour.

    • Introduce Bournemouth to American audiences
       

    • Promote Arsenal match in LA
       

    • Establish MBJ's presence with the team

    • Editorial-style team shoot with Adrienne Raquel—Vogue meets surrealism
       

    • Redesigned vintage 1980s club crest for limited-edition jersey (with Daniel Norris)
       

    • Built LA activation with jersey signing at Shoe Palace on Fairfax
       

    • Created recap mixing Nipsey Hussle with Bournemouth legacy chant

    • Viral Premiere Content reached millions
       

    • Sold Out Two limited-edition jerseys (black/gold, red/gold)
       

    • Sold-Out Events All LA activations

Featured Campaign Assets

Moss

Creative Director

Launched wellness brand through storytelling about craft—traditional roots meet modern practice.

    • Enter crowded wellness space authentically, not as celebrity cash-grab

    • Co-directed docuseries featuring artisans pushing their crafts forward— each honoring tradition while representing the new
       

    • Mirrored MOSS ethos: ancient practice made accessible to modern life

    • Media Coverage Featured in GQ, Hypebeast
       

    • Retail Expansion Costco, Whole Foods, Erewhon, Sprouts
       

    • Launch Views 7.4M across content

Featured Campaign Assets

Smartphone Front View

Creed III

MGM/Amazon
Creative Director, Marketing

Collaborated on digital strategy and multi-audience campaign for MBJ's directorial debut. The Stakes

    • First Creed film without Rocky—prove franchise can stand alone

    • Multi-audience targeting:

      • Gaming community (Twitch activation)

      • Deaf community outreach

      • Latino audiences

      • Young boxing enthusiasts

      • Boss Logic artwork campaign

      • Merch collabs: Boxraw + Shoe

      • Palace + Propel ( 3D Concept)

    • $276M Worldwide Box Office
       

    • $58.6M Opening Weekend
       

    • Highest-grossing sports movie opening ever
       

    • Golden Trailer Award Nominee (Best Viral Campaign)
       

    • 353M Social Reach +69% over Creed II
       

    • 464M TikTok Views Opening week

Featured Campaign Assets

COACH

COACH x MBJ
Creative Director

Launch MBJ in collaboration with NARUTO (Anime)

    • Crafted narrative vision merging streetwear luxury with anime culture

    • Collaborated with Rachel Morrison (Fruitvale Station)

    • Bridged East-West cultural storytelling

Featured Campaign Asset

Sesame Street

Sesame Street x MBJ
Creative Director

Connected childhood tradition to cultural moment–and made it shareable.

    • Create content that spoke to MBJ's personal upbringing while bridging his online demographic.

    • Ideated first-ever Kwanzaa episode of Sesame Street – a holiday MBJ grew up celebrating
       

    • Conceptualized "Cookie Monster Cookie Tasting" with MBJ, inspired by Hot Ones format – knowing Gen Z and Millennial audiences would connect

    • First Kwanzaa episode of Sesame Street
       

    • 5.3M+ Views
       

    • High engagement across all social platforms

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