08/01/2025
We had the chance to partner with Common, the NBA, and Pinterest during NBA All-Star Weekend here in San Francisco—capturing the largest Dream Summit to date for I Am Free to Dream, a non-profit initiative led by Common that invites young people to step into their vision for the future.
This opportunity came through a long-time connection made at an event years ago, and it reminded me how important relationships and trust are when you’re building something that lasts. We were brought on to create both photo and video content, and from the start, the creative process felt different.
When it came to the video, I started by pulling references—not just from past work, but from sound. I dug into lyrics, voiceovers, anything that had a tone of dreaming or awakening. A local artist helped shape the intro with a custom remix of audio elements we pieced together—designed to land emotionally before a single word was spoken.
Visually, we studied their site and the textures of their brand—tones that felt futuristic, elevated, almost dreamlike. We wanted the edit to live inside that same atmosphere. Every shot, every transition was built with that language in mind.
Projects like this remind me why branding matters. When content is built with care, when it actually feels like the brand, you don’t just get a polished video—you get something that resonates deeper.
Grateful to have been trusted with this one.
Captured by Eyeconik Media
Dream Summit, San Francisco
I Am Free to Dream | Common | NBA | Pinterest