McDavid

Overview

Collaborating with NBA legend Kyrie Irving was a defining moment for the HEX® brand. The challenge was capturing him authentically while introducing the next evolution of Hex protection sleeves, engineered with advanced technology featuring 40% thinner padding and precision die-cut shapes

The campaign balanced athlete-led storytelling with product performance, ensuring the innovation felt as elevated as the athlete wearing it. Designed to translate seamlessly across web, e-commerce, digital assets, and social, the work delivered a cohesive omni-channel experience at every touchpoint. One of my favorite projects to date, it brought together art direction, performance-driven design, and authentic storytelling at scale.