Yamaha
Campaign introducing Yamaha's earbud to Japanese market.

When Yamaha was looking to launch its consumer-facing earbuds in Japan, they were looking to “Make Waves” by highlighting often-overlooked subcultures in Tokyo. 

Tapping into connections I had in the city’s basketball and hip-hop dance scenes, I worked with the agency — Monopo — to cast real athletes as the film’s stars and supporting talent. 

The resulting spot is about following a dream, and dedication to a craft even in the hours when no one is watching. More than that, it’s about the communities that uplift us when we need their support the most. My hope is that every onetime-athlete can relate.

I’m indebted to Monopo for bringing me onboard, and for fighting alongside me to push for real representation in a traditionally conservative medium. They made sure that the individuals and communities who are not often seen onscreen, would be, and would be represented proudly.