An immersive campaign celebrating the 50th anniversary of Hip Hop. As Project Director, I collaborated with the UMPG Music for Advertising team and designer Rick DeLucco to guide the creative vision from concept to completion, developing a comprehensive brand identity system for the year-long campaign. The work included a style guide, collectible trading cards, a custom cassette mixtape sleeve, and a wide range of assets for internal and external promotion.
As part of the campaign, we created a premium collector's box inspired by the Hip Hop A to Z concept. Each package featured two custom mixtapes, a cassette player, a deck of collectible trading cards, and curated playlists, creating an immersive brand experience. The boxes were sent to UMPG's top advertising clients as a holiday gift celebrating the legacy of Hip Hop and the strength of UMPG's catalog.
Incorporating the Hip Hop 50 brand identity, we created a wide range of print and digital materials, including posters, curated playlists spanning the genre's 50-year history, and internal presentation assets that helped educate teams on Hip Hop's global influence and cultural impact.
