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[Viola] Allen Iverson
06 - 2022
I served as Creative Director at Viola for nearly two years, leading a broad range of projects that fused cannabis culture with sports, fashion, and community. One of the most notable moments during my tenure was the launch of the Allen Iverson strains—‘96 and ‘01—named after two of the most iconic years in his legendary career.
I led the release from concept to execution, designing packaging that featured a custom pattern of Iverson’s accolades in Viola’s signature purple. We also dropped a six-piece merch capsule, accompanied by an editorial shoot featuring NBA veteran Brandon Jennings—paying homage to Iverson’s unmatched style and cultural impact.
To celebrate the launch, we took over Hollywood for an exclusive weekend event in Los Angeles. Guests had the chance to shop the capsule and shoot hoops on a custom-built Viola x Iverson basketball court—designed by me—bringing the campaign to life through immersive storytelling, intentional design, and a deep respect for community.
Creative Director: Julian Kennedy
Editorial Photographer: Franco Zulueta
EXCLUSIVE LAUNCH PARTY