Lauren Halsey — Emajendat at the Hollywood Bowl
Lauren Halsey — Emajendat at the Hollywood Bowl
Creative Direction, Art Direction, Design, Product Development and Campaign Direction
For Lauren Halsey’s Emajendat takeover of the Hollywood Bowl, I led the creative development of a limited-edition merchandise capsule while serving as VP of Creative for Flipper’s Roller Boogie Palace. The event brought together Erykah Badu, The Alchemist, Flea, DJ Pee Wee aka Anderson Paak, and the Charles Gaines Collective featuring Black Nile and Devin Daniels for a one-night celebration of Lauren’s visual and cultural world.
Working directly with Lauren, I translated the language of Emajendat into a product collection spanning short-sleeve and long-sleeve tees, a motocross jersey, hoodie, lighters, and rolling papers. The work combined creative direction, art direction, graphic design, technical design, print development, production oversight, and hands-on refinement of artwork, color, placement, and fabrication across the collection.
The capsule was developed collaboratively with graphic designer Justin Gonzalez, whose work was integral to the project. My role was to shape the overall visual direction, design portions of the collection, guide the broader graphic system, work directly with Lauren throughout development, and oversee the product through production and final execution.
The campaign extended that same visual language into photography. I directed the shoot from concept through final image, overseeing casting, styling, location, composition, and product storytelling, then handled final selects and post-production to build a cohesive campaign around the collection.
The capsule launched at the Hollywood Bowl and sold out before the show was over. Pieces from the collection were also worn onstage by performers during Anderson Paak’s performance, extending the project beyond merchandise and into the live experience itself.
Artist: Lauren Halsey
Graphic Design: Justin Gonzalez
Photography: Quinn Dunziellas
Roles & Contributions:
• Creative Direction and Art Direction across the Emajendat capsule
• Graphic Design and development across select pieces
• Direct collaboration with Lauren Halsey on translating her visual language into product
• Technical Design, Print Direction, Production Development, and Product Execution
• Direction of Graphic Design and refinement across the collection
• Campaign Creative Direction across casting, styling, location, and composition
• Image Selection and Final Post-Production
• Oversight from concept through production, campaign, live activation, and launchd