Brand collaboration with local dance crew showcases product and local street culture
San Francisco, California
The collaboration between Oakland born street dance troupe the Turf Feinz, athletic/movement apparel brand STR/KE MVMNT was my attempt to use a brand as a platform to nourish community and facilitate critical thinking.
The motivation for this project was rooted in gentrification in San Francisco and what I call junk food marketing, separate topics that have some parallels.
Junk food marketing is a term I use to describe a plethora of issues I view in the marketing world as somewhat toxic and anti human.
With my creative direction and the help of choreographer, Nkechi Njaka, the Turf Feinz rehearsed and performed in Strike's San Francisco location with the aim of educating and supporting community through dance performance and local culture.