INDUSTRY:
BRAND WORK
CLIENT:
RedBull Culture Clash
YEAR:
2024
EXPERIENCE:
Creative Producer
RedBull Culture Clash
about.
Red Bull Culture Clash NYC 2024: Clash of the Parades was a bold celebration of New York’s vibrant multicultural heartbeat. I worked on this project as part of the creative and production team, helping bring to life an event that reimagined the city’s most iconic parades as sound clash crews.
Hosted in Queens with over 3,000 attendees, the event united four cultural powerhouses — the Puerto Rican Day Parade, NYC Pride March, Lunar New Year Parade, and West Indian Day Parade — each represented by leading local crews: Remezcla, Papi Juice, Eastern Standard Times (EST), and No Long Talk. Across four competitive rounds, these crews battled through curated music sets, live performances, and parade-inspired stage takeovers, all judged by crowd reaction measured scientifically via a decibel meter.
role and contributions:
Creative Direction & Community Engagement: I helped shape the narrative that tied each crew to its cultural roots while ensuring modern, NYC-relevant appeal.
Talent Coordination: Assisted in crew curation, helping identify key artists across categories: anchor artists, up-and-coming talents, niche industry favorites, and special guests.
Event Production & Design: Contributed to stage and street design concepts, from moodboards to production team reviews and revisions, ensuring visual storytelling matched the energy of each round.
Marketing & Promo Strategy: Participated in outlining promotional content plans, community event activations, and merchandise concepts, including t-shirt designs and event trailers.
