adidas Sound Labs was a creative incubator and storytelling platform developed by Yours Truly Creative for adidas Originals to support underrepresented creators through mentorship, collaboration, education, and cultural programming. Conceived as a space for music, filmmaking, photography, design, and multidisciplinary creative practice, Sound Labs sought to create meaningful pathways for young creators to develop original work, connect with mentors, and impact culture.     

Working directly with the founders of YTC, I helped develop and operationalize the platform across design sprints, content strategy, marketing, student engagement, content production, research, stakeholder management, and creative operations.

---

Sound Labs was designed around a belief that the next generation of creators would move fluidly between disciplines and mediums. The initiative sought to address systemic obstacles by supporting creative polymaths through mentorship, project-based learning, collaborative experiences, and storytelling that centered their voices.

The platform's educational philosophy centered on three principles:

• Creativity
• Confidence
• Collaboration

These values informed curriculum design, workshops, mentorship structures, events, and content strategy.

---

Creator Camp served as the first major activation and proof of concept for the broader Sound Labs initiative.

Conceived as an immersive songwriting camp and expansion of the award-winning branded content series Songs From Scratch, the 6-day experience brought together over 80 emerging musicians, producers, and recording artists to generate charting releases, major label album placements, Webby nominations, and more.



The resulting campaign included:

• Brand film
• Songs From Scratch: Vol 1 - EP
• Charting releases, major label album placements, vinyl release
• Artist photography
• Campaign website
• Social content
• Educational programming

---

A significant portion of my work focused on supporting our Director of Student Engagement to develop the educational and community-building components of Sound Labs.

Working alongside the principals, educators, designers, and stakeholders, I supported research, curriculum development, and participant engagement strategies. This included conducting and documenting interviews, coordinating field trips, organizing survey data, scheduling meetings, and synthesizing findings into campaign plans, programming, and events.

Responsibilities

• Conducted advisory interviews with industry talent and creative professionals
• Supported curriculum development and educational programming
• Organized field visits and learning experiences
• Documented workshops, brainstorms, and planning sessions  

---

Sound Labs was designed as a creative educational initiative within a creator-facing media platform.

Working across strategy, production, and operations, I helped support the development of a content ecosystem that connected programming, events, mentorship, workshops, performances, and storytelling into a unified experience. The goal was to recruit creators, deepen engagement, and build an audience invested in their success.

Areas of Contribution

• Content strategy development
• Campaign planning
• Creator storytelling
• Marketing operations
• Social content planning
• User surveys and audience insights
• Asset planning and production coordination

Strategic Framework

Communicate
Introduce the Sound Labs mission and educational philosophy.

Recruit
Drive awareness and participation in programs and events.

Engage
Extend learning beyond workshops and activations.

Champion
Elevate creator work and celebrate emerging talent.

---

Beyond individual activations, Sound Labs was envisioned as a long-term creative ecosystem connecting students, mentors, educators, artists, and creative professionals.

The initiative combined:

• Educational programming
• Recording facilities
• Workshops and events
• Creative mentorship
• Content production
• Community-building activities
• Artist development opportunities

The planned Los Angeles headquarters would function as  a learning environment, creative workspace and event space where emerging and established creators could collaborate and exchange ideas.

 

---

My role served as a connector between creative leadership, educators, mentors, students, strategists, and client stakeholders.

Key Contributions

• Program development and coordination
• Curriculum support
• Content strategy and production
• Campaign planning
• Marketing operations
• Research synthesis
• Student engagement and participant experience
• Stakeholder coordination
• Meeting facilitation and documentation
• Project scheduling and milestone tracking
 
From research interviews and curriculum planning to campaign development, production support, and marketing strategy, I helped translate an ambitious vision into a functioning platform that connected education, storytelling, and community.

---

The launch film distilled the vision and mandate of Sound Labs into a public-facing introduction to the platform.

It synthesized the initiative's educational mission, creative community, industry mentors, and long-term ambitions into a single narrative designed to introduce future participants, collaborators, and audiences to the platform. I worked across the project in pre-production and as a 1st Assistant Director during its two-day production.