Gucci’s 2026 New York show marked Demna’s first Cruise presentation for the house, transforming Times Square into an unconventional runway and immersive brand spectacle. Titled GucciCore, the show drew on New York’s cultural contradictions and everyday city archetypes, while nearly 50 digital billboards were integrated into the experience with surreal, fictional Gucci products and imagery.

INVOLVEMENT

• Production Support

• Talent Management

• Operations Support

The Gap x Victoria Beckham NYC launch celebrated the debut of their multi-season collaboration, bringing together Gap’s iconic American essentials with Beckham’s refined, modern design perspective. Hosted on West 13th Street, the event drew a mix of fashion and cultural figures to mark the collection’s launch, with the campaign extending into New York through a Times Square billboard and broader digital, social, and retail activations.

INVOLVEMENT:

• Production Support

• Guest Expereince

• Strike

Lacoste celebrated the opening of its new Fifth Avenue flagship at 575 Fifth Avenue with a lively event that brought together fashion, sport, and New York culture. The 10,000-square-foot space reimagines the brand’s codes through a deconstructed tennis court, historic rackets, oversized crocodile sculptures, and a mix of French sophistication and athletic heritage, while the opening drew guests including Joan Smalls, Ella Emhoff, and Antoni Porowski.

INVOLVEMENT:

• Guest Experience

BODYARMOR’s 2025 brand relaunch marked the company’s biggest refresh since its launch, introducing a new visual identity, wordmark, packaging system, and first-ever brand icon. The relaunch was paired with the “Choose Better” campaign, expanding BODYARMOR’s positioning beyond elite athletes to connect with everyday consumers through a broader, more inclusive vision of sports and active hydration.

INVOLVEMENT:

• Operations

• Logistics

• Planning & Execution

• Agency Sourcing & Management

• Budget & Foresight

BODYARMOR LYTE partnered with Grammy-winning artist and entrepreneur Carrie Underwood in 2021, expanding the brand beyond its traditional athlete audience and into the broader health, wellness, and active-lifestyle space.

The partnership launched with LYTE’s first national TV campaign, featuring Underwood alongside James Harden in a fast-paced shoot that followed her from an early-morning workout through the many demands of her day.

INVOLVEMENT:

• Production Planning

• Budget and allocation

BODYARMOR x Jalen Brunson — Supported the production of BODYARMOR’s partnership with New York Knicks star Jalen Brunson, bringing the brand’s “real” positioning to life through a campaign rooted in his New York identity and personal journey. The social campaign featured a storybook-inspired visual treatment that traced Brunson’s evolution from childhood training through his rise to NBA stardom, alongside a broader OOH presence throughout Manhattan.

INVOLVEMENT:

• Production Management

• Creative development

• Planning & Execution

Led production across a range of photo, video, and social content for Dossier, helping translate the brand’s accessible-luxury positioning into a distinct visual language. Work spanned product and lifestyle campaigns, including the Genderless and Summer Trifecta launches, as well as Dossier’s immersive 3D Times Square billboard, extending the brand from digital-first storytelling into a highly visible physical presence in New York.

INVOLVEMENT:

• Project timelines

• Team allocations

• Creative direction

• Planning

• Talent Sourcing

• Production Management

Produced AMI Paris’s “About…” content series, a four-part editorial-style journey exploring the intersections of fashion, art, and culture.

Working with Olivia Neill, the series captured behind-the-scenes access to Art Basel, Paris Fashion Week, the AMI denim-making process in Porto, and Cannes, translating intimate cultural moments into engaging video, photography, and social content.

INVOLVEMENT:

• End-to-end production logistics

• Production schedule & timing

• Talent management

• Travel & location logistics