Producer – Celebrity Seeding | Wellness Events | Watch Parties
Nike x rm 72 x SSS x CREW Coachella seeding
As a producer with CREW x Something Special Studios, I helped bring NIKE’s Room 72 x Coachella experience to life inside a private Beverly Hills home designed as a cultural and creative sanctuary. Over a couple weeks of wellness programming, watch parties, and tailored gifting, we crafted a space where influence felt intimate and intentional.
los angeles, ca
april 2025
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Develop and execute a premium seeding and brand-experience ecosystem for Nike talent and VIPs throughout Coachella weekends.
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With Coachella acting as both cultural moment and global stage, Nike had the chance to deepen relationships with artists, athletes, tastemakers, and creators via a private home offering the chance to create a calm, curated oasis away from the festival. Give NIKE a unique moment to authentically connect with high-profile guests and nurture long-term relationships.
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At Coachella, talent gets bombarded with brand noise. What they actually crave is refuge, intentionality, and an experience that feels made for them, not at them.
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Transform a Beverly Hills residence into a fully programmed exclusive Nike-branded sanctuary featuring curated wellness sessions, relaxed watch parties, and personalized Room 72 gifting.
We managed talent flow, seeding logistics, environment design, and hospitality touchpoints to ensure every visit felt exclusive, effortless, and aligned with Nike’s athlete-first ethos.The result: a high-impact, low-friction environment where genuine connection and brand love naturally emerged.
