While serving as in-house Brand Producer at DC Shoes, I concepted, wrote, produced, and directed Cuba Skate—a documentary film that evolved into one of the brand’s most impactful integrated campaigns. Developed with Cuba Skate founder Miles Jackson, I built the project’s narrative and content strategy from the ground up, defining a mixed-format rollout spanning film, photography, design, animation, and product storytelling.

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As the on-the-ground director and producer, I shaped the film’s narrative structure by building the interview framework, themes, and storylines that guided the documentary, while developing detailed shot planning to capture Cuba’s skate community authentically. Filming in Havana presented unique production challenges, and I led the project through every stage of production while navigating the logistical realities of producing in Cuba. I oversaw all creative development and production, managing vendor selection, budgeting, and execution across editorial, motion, design, and animation partners.

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In parallel, I developed the distribution strategy and campaign rollout across digital, social, and editorial partners including Thrasher and Monster Children, alongside premiere events in Havana, Los Angeles, and Barcelona. As part of the campaign expansion, we pitched and secured approval for a limited DC Shoes footwear collaboration with Cuba Skate and artist Mowgli, which I then oversaw through design and production. The shoe sold out in three days, with proceeds supporting the Cuba Skate foundation.​