2024 was a lot. This reel is some of it — definitely not all of it.
I built this spot myself in two days. Edited it, chose the music, sequenced every scene intentionally from January through December. The soundtrack pulls from the biggest hip-hop records of the year because that's who we are and that's who our audience is.
What you're watching is a year's worth of creative output managed by a team of eight or nine people, all reporting directly to me. Some of it I creative directed, some of it I built myself. All of it had to feel like the same brand — different moments, different campaigns, different contexts, same voice.
The high point of the year was Jingle Hoops. That's where the brand hit its highest point of cultural relevancy and I think the reel reflects that. But the real story here isn't any one campaign — it's the consistency across all of them.