Puma MixTape Sneaker - 50 Years of Hip Hop Campaign

To honor 50 years of hip-hop, we partnered with Puma, Legitimate Tech, and Roc Nation on the Mixtape Sneaker Series—three NFC-enabled sneakers celebrating the cassette, CD, and streaming eras. I led creative direction, content strategy, and experiential rollout, including a waterfall campaign of music drops, behind-the-scenes content, roundtables, and a documentary exploring mixtape culture from artists to bootleggers.