LIDS Hat Drop x IDK

The LIDS HD project demanded rapid execution under tight constraints. Within 24 hours, I remotely scouted locations, developed a creative treatment, and analyzed the X Hat lookbook to align with the merchandising release strategy. I then traveled to Washington D.C. to direct and co-produce a two-day shoot, implementing my treatment while coordinating the entire team. In post-production, I co-edited the final video and shepherded it through to its release across online and in-store platforms.

The release generated significant impact across multiple channels—selling through the entire product line within a week, accumulating over 20,000 views across platforms, and contributing to sellouts at IDK's following three tour dates.