VARIETY POWER OF YOUNG HOLLYWOOD PRESENTED BY SANDISK
Sandisk collaborated with Variety for Power of Young Hollywood, an annual event celebrating Gen-Z creators, artists, and talent. As the project lead, I worked closely with the Creative Director, as well as both the Sandisk Events Team and Variety Events Team to spearhead the concept, art direction, and execution across social, custom merch, and the on-site activation—representing Sandisk as a brand energized by creativity and pop-culture.
Year
2025
Role
Project Lead / Art Direction / Activation Concept / Social Media / Partnership Management / Branded Packaging & Merchandise / Video Producer
Creative Team
Joel Davis, Natalia Pambid, Rachel Garcera, Juan Ramirez, Tyler Do, Cat Tervo, Eden Hurst, Alexander Lim, Jerry Kam, and Dan Swindel
I also contributed to the blind box activation concept—filling the machine with trending collectibles, limited-edition branded products, and exclusive designed merch. I shaped the concept, artistic direction, and execution across social, advertising, packaging, merch, and on-site activations, showcasing SANDISK as a playful and energetic presence at the event.
We partnered with content creator Drew Afualo to interview attendees and capture social content live from the step and repeat. As the project lead, I worked with the Creative director to produce sample interview scripts, planned content in advance as well as in real time. I also coordinated content and timing with the video production team and Drew’s creative team to ensure Sandisk’s presence across social was authentic, shareable, and in-tune with the Gen-Z audience.