While working with Lobos 1707 in collaboration with Kingsland, I led the creative direction and design of a video campaign celebrating Lobos 1707 investor and basketball legend LeBron James for breaking the NBA all-time points record. With a focus on increasing relevancy and loyalty among consumers aged 21-39, the campaign showcased the brand's unique perspective and empowered the power of the pack. I was responsible for designing the video, from concept to execution, with the exception of writing the final copy and recording the voiceover. Through this project, we were able to join the cultural conversation of LeBron breaking the points record and tell Lobos 1707's story in a way that resonated with their target audience.