adidas Sound Labs was a creative incubator and storytelling platform developed by Yours Truly Creative for adidas Originals. The initiative brought together emerging artists, mentors, and creative professionals through music, filmmaking, education, and cultural programming.

Working alongside YTC's founders and multidisciplinary collaborators, I helped operationalize the platform across research and development, curriculum, marketing, student engagement, partnerships, and creative production. My role connected teams, managed project workflows, and helped translate ideas into programming, campaigns, and creative output.

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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.

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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.



 

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

• Program development and coordination
• Content strategy and production
• Campaign planning
• Student engagement and participant experience
• Stakeholder coordination
• Meeting facilitation and documentation
• Project scheduling and milestone tracking

 

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A core part of my work focused on supporting the Director of Student Engagement to develop the educational and community-building components of Sound Labs.This included conducting and documenting interviews, research field trips, organizing survey data, coordination, and synthesizing findings into campaign plans, programming, and events.  

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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
• Creator storytelling
• Social content
• User surveys and audience insights

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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.