1998

THE PROJECT

Joe Freshgoods x New Balance 990v4 “1998”

Stamped by “1998,” this creative time capsule, creative directed by Joe Freshgoods, pays homage to an influential era while transporting you to the inner thoughts of the Chicago-based designer as he confronts his origins in tandem with his love of film and the arts. “1998” is inspired by the essence of the ‘90s cinematography and hip-hop, infusing elements of the modern cult-classic film Belly, directed by Hype Williams, across product and visual assets.

MY ROLE

For this campaign, I collaborated with Joe Freshgoods to develop the campaign narrative, copy-edited the video script, concepted an interview featuring Taral Hicks, who portrayed Keisha in Belly, and strategized the product seeding.

This campaign was named as a finalist in Campaign By Diverse-Owned Businesses for the 16th Annual Shorty Awards.

THE TEAM

Creative Director: Joe Freshgoods

Director: Joshua Kissi

Copywriter: Mikeisha Vaughn

EP/Producer: Miata Ramos

Art Director: Arturo Lopez