Concepted, produced, and directed a narrative-driven documentary film exploring Cuba’s emerging skate scene—capturing a community shaped by resourcefulness, creativity, and cultural isolation—anchoring a global integrated campaign spanning product and multi-channel distribution.

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Developed the narrative structure and interview approach, leading on-the-ground production in Cuba while navigating complex logistical and cultural conditions.

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Oversaw a multi-channel rollout across paid media, social, digital, print, and media partner platforms, developing platform-specific assets and all versionings tailored to distinct audiences, and supported by premiere events in Cuba, Barcelona, and Los Angeles.

​Aligned story, product, and distribution into a cohesive brand system—ultimately prompting DC Shoes to greenlight a companion shoe developed alongside Cuba Skate, which sold out in three days, with 100+ pairs donated back to the Cuban skate community.

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