Client
Apple TV

Year
2025

Agency
GLOW Agency

Role
Creative Director

The Gist

To launch Highest 2 Lowest, Spike Lee’s new film starring Denzel Washington, we dropped the campaign straight into New York culture.

We partnered with the New York Liberty to debut the film’s featured track “TRUNKS” by Yung Felon (played by A$AP Rocky) live in-game—where the team’s mascot, Ellie, stomped to the beat courtside with Spike Lee himself watching. The moment went viral, sparking organic collabs with Billboard, Billboard Hip-Hop, and Ellie from the Liberty.

To keep the buzz rolling, we created Yung Felon — Limited Edition NYC CDs that secretly held premiere tickets to BAM. Creator New York Nico directed the street giveaway with MovieMo (of Sidetalk NYC fame) hyping the drop, capturing the chaos and charm of the city in a social film that rolled out on Nico’s page.

My Role

As Creative Director, I led the campaign from concept through execution:

  • Developed the creative strategy, concept, and pitch for embedding the film in NYC culture.

  • Partnered with the New York Liberty on the live-game stunt, from creative vision to in-arena choreography and brand integration.

  • Led the shoot with New York Nico and MovieMo, overseeing creative direction, tone, and edit to keep it authentically New York.

  • Collaborated cross-functionally with influencers, entertainment press partners, and Spike Lee’s team to ensure the film’s cultural moment landed with energy and credibility.

We teamed up with the New York Liberty to put the film straight into the culture, their mascot Ellie stomped to “TRUNKS” by Yung Felon (played by A$AP Rocky) live in-game, with Spike Lee courtside.

The 360° activation occurred in front of the 17K+ fans in the stadium and an estimated 20% posted to their channels, particularly Instagram Stories. Social posts (Instagram, Instagram Stories, TikTok and Twitter) went out across from the @NYLiberty @AppleTV, @AppleFilms, @EllietheElephant channels, reaching at least 38.5M aggregate followers. Additionally, the activation was covered by publications like Billboard and ESPN. 

We produced fake CD cases for Yung Felon that secretly held tickets to the NYC premiere at BAM. Influencer/creator New York Nico directed with MovieMo (of Sidetalknyc Fame) as a NYC Hype Man. We surprised strangers on the street with the giveaway, captured in a video rolling out on Nico’s page. Even being talked about on The Breakfast Club on Radio