The rise of sneaker culture has transcended to an unimaginable place. Sneakers are no longer just a fashion statement but a form of self-expression. Tyrone Edwards is on a mission to create the ultimate custom sneaker that represents his style and personality, as well as a shoe that he can wear in any situation. Follow Tyrone on his journey as he teams up with local designers, creators and artists to bring his vision to life.

Creative Soles powered by Dell XPS on the Intel® Evo™ Platform.

My Role:
• Co-produced the global branded content documentary
• Collaborated on concept ideation and script development
• Led the talent scouting process to identify ideal participants aligned with the project’s concept and target audience
• Served as talent manager, working closely with the cast throughout planning, production, and promotional marketing to ensure consistent delivery of social media influencer obligations
• Facilitated collaboration among internal teams to build media planning, programmatic strategy, and marketing deliverables across TSN/CTV Linear, OOH, social, streaming and digital channels
• Managed brand, AOR, and media agency teams through weekly check-ins to align expectations and ensure deliverables were completed on time and within budget
• Partnered with the sneaker designer and production lead to finalize the featured product and develop additional SKUs for promotional giveaways and client gifting

CREATIVE SOLES

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