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SUMMARY
BE GREATER THAN SOCIAL CAMPAIGN
PRODUCT/
TECH
CREATIVE DIRECTION, DIGITAL MARKETING GROWTH, DESIGN STRATEGY, SOCIAL, CREATIVE BRAND PITCHING, BRANDING
As Creative Director, I led a Lenovo campaign that used storytelling, digital strategies, and influencers to boost brand recognition, celebrate diversity, and promote social responsibility.
CREATIVE DIRECTION
DIGITAL MARKETING GROWTH STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING KEYART/ DESIGN/
THE BRAND
Lenovo aimed to enhance brand recognition for its laptops by connecting authentically with a diverse North American audience. By collaborating with cultural icons like Lauren Good Day and Pinky Cole, the campaign celebrated various voices and reinforced Lenovo's commitment to social responsibility. This approach fostered deeper engagement and trust with the audience.
ROLE
As Creative Director, I led a social-first marketing campaign that integrated digital strategies, branding, and storytelling to amplify Lenovo's message. I developed a cohesive vision that merged authentic narratives with innovative branding, ensuring connection with diverse audiences. My role included strategy development, overseeing creative execution, collaborating with influencers, and aligning efforts with Lenovo’s mission to inspire future generations.
OVERVIEW
The campaign combined storytelling, digital marketing, and community engagement to celebrate diversity while strengthening Lenovo's tech presence. It resulted in increased brand recognition and highlighted Lenovo's dedication to giving back, creating an impactful experience that inspired the next generation and reinforced the brand's social responsibility.
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J.CRUZ
CREATIVE DIRECTOR: SCOTT P.
PRODUCTION TEAM (PINKY COLE): WHERE IT'S GREATER
PRODUCTION TEAM (LAUREN GOOD DAY): MOTION FAMILY
THE TEAMS
BE GREATER THAN SOCIAL CAMPAIGN
CREATIVE DIRECTION
DIGITAL MARKETING GROWTH STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING KEYART/ DESIGN/
SCROLL
SUMMARY
As Creative Director, I led a Lenovo campaign that used storytelling, digital strategies, and influencers to boost brand recognition, celebrate diversity, and promote social responsibility.
PRODUCT/TECH
THE BRAND
Lenovo aimed to enhance brand recognition for its laptops by connecting authentically with a diverse North American audience. By collaborating with cultural icons like Lauren Good Day and Pinky Cole, the campaign celebrated various voices and reinforced Lenovo's commitment to social responsibility. This approach fostered deeper engagement and trust with the audience.
ROLE
As Creative Director, I led a social-first marketing campaign that integrated digital strategies, branding, and storytelling to amplify Lenovo's message. I developed a cohesive vision that merged authentic narratives with innovative branding, ensuring connection with diverse audiences. My role included strategy development, overseeing creative execution, collaborating with influencers, and aligning efforts with Lenovo’s mission to inspire future generations.
OVERVIEW
The campaign combined storytelling, digital marketing, and community engagement to celebrate diversity while strengthening Lenovo's tech presence. It resulted in increased brand recognition and highlighted Lenovo's dedication to giving back, creating an impactful experience that inspired the next generation and reinforced the brand's social responsibility.
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AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J CRUZ
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: DANNY MURPHY
VISUAL PRODUCTION TEAM: STUPOT PRODUCTIONS
THE TEAMS
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PRODUCT INCLUSION & EQUITY SUMMIT BRANDING
CREATIVE DIRECTION
EVENT MARKETING GROWTH STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING BRANDING/ DESIGN/
SCROLL
SUMMARY
As the Creative Director, my team and I developed a scalable branding system for Google’s Product Inclusion & Equity Summit.
This system embodies the summit's goals of inclusivity and innovation, creating a flexible visual identity suitable for future events. It includes coded symbols representing diverse contributions and enhanced community engagement, laying the groundwork for inclusivity in upcoming initiatives.
EXPERIENTIAL/PRODUCT/TECH
THE BRAND
Google sought to create a branding system for its Product Inclusion & Equity Summit that resonated with diverse audiences and could easily adapt to future events utilizing the same branding system. The project began with a video campaign highlighting diversity and evolved into a comprehensive brand direction aimed at uniting various communities under a shared vision of inclusion.
ROLE
As the Creative Director, I led the development of a branding system that emphasized inclusivity and innovation in line with Google's mission. By integrating a scalable design system, I ensured that the branding could evolve across different platforms, which helped secure the client by aligning the visual identity with Google's goals for equity and engagement.
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OVERVIEW
The initiative became a versatile playbook for the mobile summit, focusing on inclusivity across various touchpoints. Creative elements, such as coded symbols representing diverse contributions, extended the campaign beyond a single event, fostering deeper community engagement. This project showcased the effectiveness of inclusive branding in building meaningful connections for future initiatives.
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: GABRIELGONZALES
CREATIVE DIRECTOR: COREY A. TYLER
CREATIVE DIRECTOR: DANNY MURPHY
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: J. CRUZ
PRODUCTION TEAM (SPOT): FELA TV
PRODUCTION TEAM (EVENT): GOOGLE
THE TEAMS
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STADIUM GOODS - BRANDING,
DIGITAL, & PRINT MARKETING
CREATIVE DIRECTION
DIGITAL MARKETING GROWTH STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING BRANDING/ DESIGN/
SCROLL
SUMMARY
As Creative Director for Farfetch-owned Stadium Goods, I crafted a cohesive brand identity and innovative campaigns that elevated it to a top luxury sneaker destination, driving significant growth and global recognition.
FASHION/PRODUCT/TECH
THE BRAND
Farfetch-owned Stadium Goods aimed to be the top luxury sneaker retailer by embracing collectible culture and collaborating with brands like Jordan, Bape, Adidas and Nike, positioning itself as a go-to destination for sneaker enthusiasts
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ROLE
As Creative Director, I defined the branding, campaigns, and visual standards for Farfetches Stadium Goods across digital, print, and event platforms. My responsibilities included creating a cohesive brand identity, directing limited-edition release campaigns, and overseeing high-profile partnerships. I managed the creative process from concept to execution, influencing talent collaboration, deliverables, and brand presence at events.
OVERVIEW
With the team we created a unique visual identity and improved marketing for Stadium Goods, turning it into a luxury sneaker destination for celebrities and collectors. This led to it becoming Farfetch’s top footwear partner, with a 62% increase in sales, a 60% rise in imagery output, and a 92% growth in Instagram followers. Through effective branding and innovative campaigns, we established a globally recognized brand that leads in its industry.
CREATIVE DIRECTOR: J.CRUZ
DIRECTOR OF PHOTOGRAPHY:
WOO JIN HWANG
GRAPHIC DESIGNER: ALEX VICUNA
GRAPHIC DESIGNER: NATHANAEL DOYEN
GRAPHIC DESIGNER: ISABELLA SLOVES
COPY WRITER: ZACH SCHLEMMER
THE TEAMS
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SUMMARY
PRODUCT INCLUSION &
EQUITY SUMMIT BRANDING
EXPERIENTIAL/
PRODUCT/TECH
CREATIVE DIRECTION, EVENT MARKETING GROWTH, STRATEGY, SOCIAL, CREATIVE BRAND PITCHING, BRANDING
As the Creative Director, my team and I developed a scalable branding system for Google’s Product Inclusion & Equity Summit.
This system embodies the summit's goals of inclusivity and innovation, creating a flexible visual identity suitable for future events. It includes coded symbols representing diverse contributions and enhanced community engagement, laying the groundwork for inclusivity in upcoming initiatives.
CREATIVE DIRECTION
EVENT MARKETING GROWTH STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING BRANDING/ DESIGN/
THE BRAND
Google sought to create a branding system for its Product Inclusion & Equity Summit that resonated with diverse audiences and could easily adapt to future events utilizing the same branding system. The project began with a video campaign highlighting diversity and evolved into a comprehensive brand direction aimed at uniting various communities under a shared vision of inclusion.
ROLE
As the Creative Director, I led the development of a branding system that emphasized inclusivity and innovation in line with Google's mission. By integrating a scalable design system, I ensured that the branding could evolve across different platforms, which helped secure the client by aligning the visual identity with Google's goals for equity and engagement.
OVERVIEW
The initiative became a versatile playbook for the mobile summit, focusing on inclusivity across various touchpoints. Creative elements, such as coded symbols representing diverse contributions, extended the campaign beyond a single event, fostering deeper community engagement. This project showcased the effectiveness of inclusive branding in building meaningful connections for future initiatives.
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: GABRIELGONZALES
CREATIVE DIRECTOR: COREY A. TYLER
CREATIVE DIRECTOR: DANNY MURPHY
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: J. CRUZ
PRODUCTION TEAM (SPOT): FELA TV
PRODUCTION TEAM (EVENT): GOOGLE
THE TEAMS
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SUMMARY
STADIUM GOODS - BRANDING,
DIGITAL, & PRINT MARKETING
FASHION/
PRODUCT/TECH
CREATIVE DIRECTION, DESIGN, DIGITAL MARKETING GROWTH, STRATEGY, SOCIAL, CREATIVE BRAND PITCHING, BRANDING
As Creative Director for Farfetch-owned Stadium Goods, I crafted a cohesive brand identity and innovative campaigns that elevated it to a top luxury sneaker destination, driving significant growth and global recognition.
CREATIVE DIRECTION
DIGITAL MARKETING GROWTH STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING BRANDING/ DESIGN/
THE BRAND
Farfetch-owned Stadium Goods aimed to be the top luxury sneaker retailer by embracing collectible culture and collaborating with brands like Jordan, Bape, Adidas and Nike, positioning itself as a go-to destination for sneaker enthusiasts
ROLE
As Creative Director, I defined the branding, campaigns, and visual standards for Farfetches Stadium Goods across digital, print, and event platforms. My responsibilities included creating a cohesive brand identity, directing limited-edition release campaigns, and overseeing high-profile partnerships. I managed the creative process from concept to execution, influencing talent collaboration, deliverables, and brand presence at events.
OVERVIEW
With the team we created a unique visual identity and improved marketing for Stadium Goods, turning it into a luxury sneaker destination for celebrities and collectors. This led to it becoming Farfetch’s top footwear partner, with a 62% increase in sales, a 60% rise in imagery output, and a 92% growth in Instagram followers. Through effective branding and innovative campaigns, we established a globally recognized brand that leads in its industry.
CREATIVE DIRECTOR: J.CRUZ
DIRECTOR OF PHOTOGRAPHY: WOO JIN HWANG
GRAPHIC DESIGNER: ALEX VICUNA
GRAPHIC DESIGNER: NATHANAEL DOYEN
GRAPHIC DESIGNER: ISABELLA SLOVES
COPY WRITER: ZACH SCHLEMMER
THE TEAMS
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THE BIG STEPPERS TOUR MERCHANDISE
FASHION/PRODUCT
CREATIVE EXPLORATION, CREATIVE BRAND PITCHING, BRANDING
SUMMARY
As a Creative Director, I collaborated with pgLang and Union LA to create designs for Kendrick Lamar's The Big Steppers Tour merchandise that resonate culturally and align with his artistic vision and the album.
The merchandise showcased creative and purposeful designs and memorable quotes from the album, sold out at almost every show, significantly enhancing his lasting global influence and visual legacy in hip-hop culture.
CREATIVE DIRECTION
CREATIVE EXPLORATION STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING
BRANDING/DESIGN/
THE BRAND
Kendrick Lamar's The Big Steppers Tour aimed to make a cultural statement, showcasing his influence on hip-hop and connection with fans globally. The merchandise tied to his album, "Mr. Morale & The Big Steppers", was designed to be meaningful and collectible, enhancing the tour’s global impact.
ROLE
As the Creative Director, I developed innovative design concepts for the merchandise that aligned with Kendrick's artistic vision. Collaborating with senior creatives, pgLang, and Union LA, I ensured each piece featured intentional design and cultural relevance, incorporating quotes from the album to create visually striking apparel.
OVERVIEW
This collaboration pushed the boundaries of music merchandise, enhancing Kendrick Lamar's visual narrative. The designs sold out at nearly every show, creating connections for fans worldwide. By blending art and culture, the project established a powerful visual identity, further solidifying Kendrick Lamar’s legacy.
SENIOR CREATIVE DIRECTORS:
GREIG BENNET, CHRIS GIBBS,
PG LANG: DAVE FREE & KENDRICK LAMAR
CREATIVE DIRECTOR: J. CRUZ
THE TEAMS
THE BIG STEPPERS TOUR MERCHANDISE
CREATIVE DIRECTION
CREATIVE EXPLORATION STRATEGY/SOCIAL/
CREATIVE BRAND PITCHING BRANDING/ DESIGN/
SCROLL
SUMMARY
FASHION/PRODUCT
As a Creative Director, I collaborated with pgLang and Union LA to create designs for Kendrick Lamar's The Big Steppers Tour merchandise that resonate culturally and align with his artistic vision and the album.
The merchandise showcased creative and purposeful designs and memorable quotes from the album, sold out at almost every show, significantly enhancing his lasting global influence and visual legacy in hip-hop culture.
THE BRAND
Kendrick Lamar's The Big Steppers Tour aimed to make a cultural statement, showcasing his influence on hip-hop and connection with fans globally. The merchandise tied to his album, "Mr. Morale & The Big Steppers", was designed to be meaningful and collectible, enhancing the tour’s global impact.
ROLE
As a Creative Director, I developed innovative design concepts for the merchandise that aligned with Kendrick's artistic vision. Collaborating with senior creatives, pgLang, and Union LA, I ensured each piece featured intentional design and cultural relevance, incorporating quotes from the album to create visually striking apparel.
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OVERVIEW
This collaboration pushed the boundaries of music merchandise, enhancing Kendrick Lamar's visual narrative. The designs sold out at nearly every show, creating connections for fans worldwide. By blending art and culture, the project established a powerful visual identity, further solidifying Kendrick Lamar’s legacy.
SENIOR CREATIVE DIRECTORS:
GREIG BENNET, CHRIS GIBBS,
PG LANG: DAVE FREE & KENDRICK LAMAR
CREATIVE DIRECTOR: J. CRUZ
THE TEAMS
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SCROLL DOWN TO GET FAMILIAR
SUMMARY
MARKETING/MEDIA ADVERTISING CONFERENCE
EXPERIENTIAL
Blackweek is a pioneering conference celebrating the cultural and economic impact of Black and diverse communities. I led branding and event design, creating an inclusive platform that attracted over 1,500 attendees and gained media recognition.
CREATIVE DIRECTION, DIGITAL MARKETING GROWTH, STRATEGY, SOCIAL, CREATIVE BRAND PITCHING, BRANDING, PROGRAMMING
CREATIVE DIRECTION
DIGITAL MARKETING GROWTH STRATEGY/SOCIAL/DESIGN/
CREATIVE BRAND PITCHING BRANDING/ PROGRAMMING/
THE BRAND
Blackweek aims to stand out among marketing and advertising conferences by highlighting the economic potential and cultural impact of Black and diverse consumers, founders, executives, and creators. As both a conference and a movement, it emphasizes the importance of underrepresented voices in shaping global culture and seeks to create an inclusive platform that celebrates diversity and addresses equity in the creative industries.
ROLE
As Creative Director, I led the branding development for Blackweek, including the logo, color palette, and stage design, incorporating AI-driven concepts for a futuristic look. I collaborated with production partners to design engaging event spaces, guided a design team in creating promotional materials, and worked with sponsors to integrate their contributions effectively, ensuring a cohesive visual identity.
OVERVIEW
Blackweek attracted over 1,500 attendees and established itself as a powerful platform for elevating Black and Brown voices in the creative industries. With participation from celebrities like Shannon Sharpe and Marlon Wayans, and activists like Philonise Floyd, the event received coverage from major outlets such as Adweek and AdAge. It successfully highlighted the influence of diverse communities and set a benchmark for inclusivity and innovation in industry events
AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J CRUZ
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: DANNY MURPHY
VISUAL PRODUCTION TEAM: STUPOT PRODUCTIONS
THE TEAMS
MARKETING/ MEDIA/ ADVERTISING CONFERENCE
CREATIVE DIRECTION
DIGITAL MARKETING GROWTH STRATEGY/SOCIAL/DESIGN/
CREATIVE BRAND PITCHING BRANDING/ PROGRAMMING/
SCROLL
SUMMARY
EXPERIENTIAL
Blackweek is a pioneering conference celebrating the cultural and economic impact of Black and diverse communities. I led branding and event design, creating an inclusive platform that attracted over 1,500 attendees and gained media recognition.
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THE BRAND
Blackweek aims to stand out among marketing and advertising conferences by highlighting the economic potential and cultural impact of Black and diverse consumers, founders, executives, and creators. As both a conference and a movement, it emphasizes the importance of underrepresented voices in shaping global culture and seeks to create an inclusive platform that celebrates diversity and addresses equity in the creative industries.
ROLE
As Creative Director, I led the branding development for Blackweek, including the logo, color palette, and stage design, incorporating AI-driven concepts for a futuristic look. I collaborated with production partners to design engaging event spaces, guided a design team in creating promotional materials, and worked with sponsors to integrate their contributions effectively, ensuring a cohesive visual identity.
OVERVIEW
Blackweek drew over 1,500 attendees and became a key platform for amplifying Black and Brown voices in the creative industries. Featuring celebrities like Shannon Sharpe and Marlon Wayans, as well as activist Philonise Floyd, the event received coverage from major outlets like Adweek and AdAge, setting a new standard for inclusivity and innovation.
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AGENCY TEAM: HERO COLLECTIVE
VP CREATIVE DIRECTOR: JUSTIN HUFF
CREATIVE DIRECTOR: J CRUZ
CREATIVE DIRECTOR: RYAN CLAYBAUGH
CREATIVE DIRECTOR: DANNY MURPHY
VISUAL PRODUCTION TEAM:
STUPOT PRODUCTIONS
THE TEAMS
I went from skateboarding and painting murals to accolades in advertising by making sure my creativity and storytelling have a shake up to the visual norms as a bilingual Creative Director.
I energize narratives and innovate in technology, fashion, and design.
I lead creative strategies and user-centered campaigns across domestic and global market.
I’m passionate about diversity and fostering inclusive spaces.
I manage processes and collaborate with teams to align vision with business goals and turn ideas into outcomes.
Let's disrupt the status quo with chaotic modernism.
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CONTACT@THISISJCRUZ.COM
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From skateboarding and painting murals to accolades in advertising, my creativity and storytelling have shaken up visual norms. As a bilingual Creative Director in Brooklyn with Los Angeles roots, I infuse energy into creating engaging narratives and innovating in technology, fashion, and design.
With experience in both domestic and international markets, I lead creative strategies, encourage collaboration, and deliver user-centered campaigns.
I’m passionate about diversity, mentoring talent, and fostering inclusive spaces for creativity. By aligning vision with business goals, I manage processes and collaborate across design, production, marketing, strategy, and social media teams to turn bold ideas into tangible outcomes.
Let's disrupt the status quo with chaotic modernism.
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❈
CONTACT@THISISJCRUZ.COM
