https://gustoizm.com Gusto M | Global Creative Director Mon, 07 Sep 2026 14:09:24 +0000 https://gustoizm.com en https://gustoizm.com/Slideshow Fri, 06 Oct 2017 01:15:10 +0000 Gusto M | Global Creative Director https://gustoizm.com/Slideshow Global Creative Director. People+ Culture+ Creativity+ Innovation. https://gustoizm.com/Intro-Description Sun, 06 Sep 2026 23:25:27 +0000 Gusto M | Global Creative Director https://gustoizm.com/Intro-Description I lead people and ideas at the intersection of culture, creativity and technology. I’m a Global Creative Director, people leader, brand builder and lifelong maker who believes the best creative leadership stays close to the craft. From global brand work to emerging AI, I use technology to expand what we can create without losing the humanity, intuition and imagination behind a great idea. Artist. Maker. Creative Director. Futurist. https://gustoizm.com/Featured-Projects Fri, 06 Oct 2017 01:15:11 +0000 Gusto M | Global Creative Director https://gustoizm.com/Featured-Projects Featured Work <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/bb98dae2bd5934f69f4447c32275b7af0ddaaaedb46bb26501c68c69ef6951b0/TikTok_cover_1.png" data-mid="251913304" border="0" src="https://freight.cargo.site/w/800/i/bb98dae2bd5934f69f4447c32275b7af0ddaaaedb46bb26501c68c69ef6951b0/TikTok_cover_1.png" />TikTok • Global Creative Leadership<img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/d3ac6c29cfd8993cc8ceac849db539328588be57d489d9ebaef5e5f05b1c23d8/metunframed_thumbnail.png" data-mid="104998933" border="0" src="https://freight.cargo.site/w/800/i/d3ac6c29cfd8993cc8ceac849db539328588be57d489d9ebaef5e5f05b1c23d8/metunframed_thumbnail.png" />The Met Unframed <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/81a1256c2853b888d2721384fb06163a3f997a87d478cf627e585cbca0bd185c/budlight_thumbnail.jpg" data-mid="4806433" border="0" src="https://freight.cargo.site/w/800/i/81a1256c2853b888d2721384fb06163a3f997a87d478cf627e585cbca0bd185c/budlight_thumbnail.jpg" /> Bud Light • SXSW <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/dec2e62c2da301b2182fb68017de4d5939e11b9c94735715e6c144f189dd9d2e/hista.jpg" data-mid="5192961" border="0" src="https://freight.cargo.site/w/800/i/dec2e62c2da301b2182fb68017de4d5939e11b9c94735715e6c144f189dd9d2e/hista.jpg" /> Histagrams <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/fdd587e78cb444ee2ae59568a3b86a667db24bf126c81a1d6e4651382db42d42/gustonyc_brand.png" data-mid="227046165" border="0" src="https://freight.cargo.site/w/800/i/fdd587e78cb444ee2ae59568a3b86a667db24bf126c81a1d6e4651382db42d42/gustonyc_brand.png" />GustoNYC • Founder + Creative Director <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/43b8437e214d813e787684aece84d7f8cfeb644051a69605749b97d1298ac436/timbaland_thumbnail.png" data-mid="152139610" border="0" src="https://freight.cargo.site/w/800/i/43b8437e214d813e787684aece84d7f8cfeb644051a69605749b97d1298ac436/timbaland_thumbnail.png" /> Unfolding Timbaland <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/360b5f774e38f39c1ab7b57a929653bdcad66f59987f508a5cf3d897e3430e15/mtv_vma_1.jpg" data-mid="4808329" border="0" src="https://freight.cargo.site/w/800/i/360b5f774e38f39c1ab7b57a929653bdcad66f59987f508a5cf3d897e3430e15/mtv_vma_1.jpg" /> MTV x Kaws • 2013 VMAs <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/eb840e7b1be88fe2e37047a0e6021acb1a25ec876100c47e5c5f4786b38cc7af/murals.jpg" data-mid="4827664" border="0" src="https://freight.cargo.site/w/800/i/eb840e7b1be88fe2e37047a0e6021acb1a25ec876100c47e5c5f4786b38cc7af/murals.jpg" /> Art and Murals See All Work ︎ https://gustoizm.com/Clients Fri, 06 Oct 2017 21:53:36 +0000 Gusto M | Global Creative Director https://gustoizm.com/Clients Client Experience <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/806a50910cc8433392914b2dc8459274a7d90cc15c6b77147a6e043427cd18d4/tiktok_client.png" data-mid="199939036" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/806a50910cc8433392914b2dc8459274a7d90cc15c6b77147a6e043427cd18d4/tiktok_client.png" /> <img width="300" height="300" width_o="300" height_o="300" 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data-mid="5083152" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/9e9520f999cee3170339a2a440c33d07d0318021f4079cd8557506e223267d05/lego.png" /> https://gustoizm.com/Awards Thu, 12 Aug 2021 12:18:29 +0000 Gusto M | Global Creative Director https://gustoizm.com/Awards Selected Recognition &amp; Awards Emmy • D&amp;AD • ANDY Gold • Webby • Clio • One Show • ADC • FWA <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/684ddbb22b20c85ef1e29e20a696e9dca7c09a179584dcb0b73ae531dc848e5a/cannes.png" data-mid="116279604" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/684ddbb22b20c85ef1e29e20a696e9dca7c09a179584dcb0b73ae531dc848e5a/cannes.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/3acdad020341b5eef74c0a0e50095957d3ca84b6f8aa2abf3be677937c287cde/andys.png" data-mid="116280854" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/3acdad020341b5eef74c0a0e50095957d3ca84b6f8aa2abf3be677937c287cde/andys.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/517bdef263bdf42e84188cb592463d3060fc6972f066da64afc40cb2b986793a/oneshow.png" data-mid="116281594" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/517bdef263bdf42e84188cb592463d3060fc6972f066da64afc40cb2b986793a/oneshow.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/c875cac8629fc251db74900f149adb7adaf18f4b4a74418077624ffc93c4154a/webby.png" data-mid="116281440" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/c875cac8629fc251db74900f149adb7adaf18f4b4a74418077624ffc93c4154a/webby.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/80c2173b9d6e5854151fc79f6243f972bd2cd28d5a573e92f1251d9d81a9af38/emmy.png" data-mid="116283088" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/80c2173b9d6e5854151fc79f6243f972bd2cd28d5a573e92f1251d9d81a9af38/emmy.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/46b3d1a523673cdb64f6b034f03388bee05e0370b50ff17075d09c5314172fcd/effie.png" data-mid="116281971" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/46b3d1a523673cdb64f6b034f03388bee05e0370b50ff17075d09c5314172fcd/effie.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/30cb12affb6fc656454c8ea0e0bccc057b671f79535ccfb342af0a05f930d47f/adc.png" data-mid="116281124" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/30cb12affb6fc656454c8ea0e0bccc057b671f79535ccfb342af0a05f930d47f/adc.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/6984c24c9b641b9205c2a7bfbb59d0053a074c6da9d66478e6fdd1d66eb60182/fwa.png" data-mid="116279636" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/6984c24c9b641b9205c2a7bfbb59d0053a074c6da9d66478e6fdd1d66eb60182/fwa.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/8290c38f94a6094f33bb61a2f9f1e3dd1f6383f9a86ae855ec4be5e04b595f5a/dandad.png" data-mid="116281297" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/8290c38f94a6094f33bb61a2f9f1e3dd1f6383f9a86ae855ec4be5e04b595f5a/dandad.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/662e21962645e6d5c0d9812ea7833e7cd44955cc5720ba1d773d495b51da6747/clio.png" data-mid="116281671" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/662e21962645e6d5c0d9812ea7833e7cd44955cc5720ba1d773d495b51da6747/clio.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/c3301d43edfc3165632f799ef041a9a7b730bb9a33c551d3670003806cdd8f64/nyfestivalss.png" data-mid="116281711" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/c3301d43edfc3165632f799ef041a9a7b730bb9a33c551d3670003806cdd8f64/nyfestivalss.png" /> <img width="300" height="300" width_o="300" height_o="300" data-src="https://freight.cargo.site/t/original/i/08f031acbeeb9f56d6da99a14806c137f1087f24806169943ccb2d4b7696b9b0/tech.png" data-mid="116283164" border="0" data-no-zoom src="https://freight.cargo.site/w/300/i/08f031acbeeb9f56d6da99a14806c137f1087f24806169943ccb2d4b7696b9b0/tech.png" /> https://gustoizm.com/All-Work Fri, 06 Oct 2017 05:42:36 +0000 Gusto M | Global Creative Director https://gustoizm.com/All-Work WorkSmarter.&nbsp; https://gustoizm.com/Design Sat, 07 Oct 2017 01:42:30 +0000 Gusto M | Global Creative Director https://gustoizm.com/Design Design+Focus+Artistry.&nbsp; https://gustoizm.com/TikTok-Global-Creative-Leadership Mon, 07 Sep 2026 14:09:24 +0000 Gusto M | Global Creative Director https://gustoizm.com/TikTok-Global-Creative-Leadership TikTok •&nbsp;Global Creative Leadership People Leadership, Creative Strategy, Culture and Innovation People. Culture. Creativity. Technology. As Global Creative Director at TikTok Creative Lab, I lead people and ideas at the intersection of culture, creativity and technology. I work with some of the world’s biggest brands to create work native to the platform, while helping creative teams explore new ways of making, including how AI can expand creative possibility without losing the humanity behind the idea. Global Creative Director @ TikTok’s Creative Lab My role extends beyond individual campaigns. I lead creative talent, guide global brands and agency partners, shape creative strategy, develop platform native ideas and explore how emerging technology can help teams create better work at greater scale. PEOPLE Lead, manage and mentor creative talent while building an environment where ambitious ideas and great craft can thrive. BRANDS Guide creative work for global Fortune 500 brands and agency partners, from strategic opportunity through concept and execution. CULTURE Translate platform behavior, communities, creators and cultural movements into ideas that feel native rather than adapted. FUTURE Explore AI and emerging technology as creative tools that expand human imagination, accelerate experimentation and unlock new forms of creative scale. MAKE FOR THE PLATFORM. NOT JUST ON THE PLATFORM. TikTok changed the relationship between brands and audiences. People do not simply consume culture on the platform. They participate in it, remix it and move it forward. Our job as creatives is not to interrupt that behavior. It is to understand it deeply enough to contribute something worth joining. SELECTED CREATIVE LEADERSHIP.Examples of how I help brands and agencies make bigger, more native and more culturally relevant ideas on TikTok CeraVe x Michael Cera • Super Bowl LVIIICreating a Conspiracy on TikTok I consulted with Ogilvy during the earliest stages of CeraVe’s Super Bowl campaign, where the Michael Cera concept immediately stood out among several creative directions. I saw an opportunity to take the joke much further on TikTok, transforming it into an internet conspiracy people could participate in. By planting clues, fueling speculation and inviting creators and the community into the story, we helped build a platform native narrative that made people genuinely question whether Michael Cera had been behind CeraVe all along.My Role. Creative ConsultationTikTok Creative StrategyCultural StrategyPlatform Native StorytellingCreator Strategy Amazon x Megan Thee Stallion • Prime DayHacking the FYP on TikTok I consulted with the Amazon team on how to take their original self swiping ad concept and push it further on TikTok. By using the behavior of the For You Page as part of the creative idea, we could interrupt the expected flow of the feed and make the experience feel native to the platform. I also helped expand the concept across creators from different communities, connecting each execution into one cohesive Prime Day story while allowing every creator to remain authentic to their own audience.My Role. Creative ConsultationTikTok Creative StrategyPlatform Native StorytellingCreator Strategy Coca Cola x FIFA • World Cup 2026Using AI to Scale Human Creativity For Cannes 2026, I helped proactively pitch Coca Cola on using TikTok’s proprietary AI tools to transform one World Cup TV spot into dozens of locally relevant creative variations. Using moments from the original film as our foundation, we developed a system that could incorporate Coca Cola’s custom FIFA country cans and create executions tailored to individual markets. The goal was not to replace the original creative with AI, but to use AI to help a strong human idea travel further, turning one global story into many locally meaningful ones. The TV Spot The Moments<img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ddb943d1e568d280d82333791b336ca4d0f0ceae4ba1ad6526e88e73473d6cb5/coca-cola_fifa_AI-elements_1.png" data-mid="251909198" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/ddb943d1e568d280d82333791b336ca4d0f0ceae4ba1ad6526e88e73473d6cb5/coca-cola_fifa_AI-elements_1.png" />The Executions My Role. Proactive Creative PitchAI Creative Strategy AI Creative DevelopmentCreative ScalingGlobal to Local StrategyPlatform Native Storytelling Adidas Originals x Creators • CypHersBringing the World Together Through Music I developed the original TikTok strategy for adidas Originals “Cyphers” around using music and female music creators to connect communities through one shared cultural story. I then helped scale the idea across TikTok, EssenceMediacom, Open Influence, Highsnobiety and Mass Appeal, serving as a connective creative lead to keep the strategy and storytelling cohesive across partners. Through TikTok’s Sound On platform, we brought together creators from different communities, giving each the freedom to express the idea through their own culture and perspective while contributing to one larger global narrative.My Role. Original Creative StrategyCreative LeadershipCreator StrategyCross Partner LeadershipCultural Strategy Integrated StrategyTikTok Sound On D&amp;AD x TikTokTeaching the Industry How to Think TikTok First I helped co create “Creating for TikTok”, an on demand D&amp;AD Masterclass designed to help brands and agencies rethink how they approach creativity on the platform. Rather than treating TikTok as the final social extension of a traditional campaign, the course teaches a TikTok first approach to building ideas from the beginning, spanning full funnel creative thinking, culture, trends, communities, sound, creators and production. Drawing from the principles and creative behaviors we use every day at TikTok, I helped translate platform knowledge into an educational framework that could give creatives and marketers practical tools for making work that feels native, entertaining and culturally relevant. CREATING FOR TIKTOK. Helping teach the next generation of TikTok first creative thinking. <img width="2956" height="1556" width_o="2956" height_o="1556" data-src="https://freight.cargo.site/t/original/i/0c48161f773eabbe87bfe99138ddb6f47ea9e431fdf275a2d7bba5935ffdefa8/DandAD_website.png" data-mid="251913653" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/0c48161f773eabbe87bfe99138ddb6f47ea9e431fdf275a2d7bba5935ffdefa8/DandAD_website.png" />VIEW MASTERCLASS ↗ The goal wasn't to teach people how to make TikToks. It was to teach them how to think TikTok first. THE WORK BEHIND THE WORK. My role at TikTok is not always about owning the final execution. Often, my impact happens much earlier. I work alongside brands, agencies and creative teams to identify the strongest ideas, challenge the thinking, translate them for the platform and find opportunities to make them more culturally relevant, participatory and scalable. Sometimes that means originating the strategy. Sometimes it means recognizing the potential in an idea and helping push it further. Sometimes it means connecting creators, partners, technology and culture around one shared creative vision. The work may ultimately be produced by many different teams. My role is helping make the idea stronger before it gets there.Creative leadership is not always about making every frame. It is about knowing which idea is worth making, how to make it better and bringing the right people together to make it happen. https://gustoizm.com/GustoNYC-Brand Sat, 22 Feb 2025 23:22:21 +0000 Gusto M | Global Creative Director https://gustoizm.com/GustoNYC-Brand GustoNYC Brand Founder, Brand Building, Creative Direction, Art + Product BUILDING A BRAND FROM THE STREETS UP. GustoNYC started as a personal art project and became something much bigger. I created the brand as a way to turn the visual language, memories and culture that shaped me growing up in New York into physical objects people could wear, collect and connect with. What began with my graffiti handstyle has grown into an independent brand spanning apparel, accessories, art, storytelling, community and culture. Every piece starts with something personal, but the goal is always bigger: create objects that make people feel connected to the city, their upbringing and each other. The Idea.A HANDWRITTEN LOVE LETTER TO NEW YORK. GustoNYC lives at the intersection of graffiti, design, hip hop, tattoos, Latino culture and New York. At its center is my signature calligraffiti handstyle, taking a visual language traditionally treated as temporary, rebellious or disposable and transforming it into something refined, collectible and permanent. The brand is not about nostalgia for nostalgia's sake. It is about taking the culture that raised us and finding new ways to carry it forward. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e87b9f39492c4c3d3ffc7cb0ff65be15da6dc64c2b96466dfdaacb078757623d/gustonyc_sheet_3.png" data-mid="251923942" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/e87b9f39492c4c3d3ffc7cb0ff65be15da6dc64c2b96466dfdaacb078757623d/gustonyc_sheet_3.png" />FROM A TAG TO A BRAND.I approached GustoNYC the same way I approach any large creative system. Build a strong idea at the center, then create enough flexibility around it for the idea to live across different forms. A graffiti mark can become a logo. A childhood memory can become a garment. A New York object can become a collectible. A cultural tradition can become a story someone wears on their chest. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4fce3f57856aeaf17e86ab5488d00c9cb323df2fdaa8cdc8b3d5696a68305d31/gustonyc_sheet_2.png" data-mid="251922617" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/4fce3f57856aeaf17e86ab5488d00c9cb323df2fdaa8cdc8b3d5696a68305d31/gustonyc_sheet_2.png" /> CULTURE HAS BECOME THE BRIEF.I rarely begin with a product. I begin with a story, memory, phrase, symbol or piece of culture that means something to me. The product becomes the canvas. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5476ac51e0fa9d2d6c784d5c1e9e15f2cdf9cb36e4f62d06457249e899740a62/gustonyc_sheet_1.png" data-mid="251922595" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/5476ac51e0fa9d2d6c784d5c1e9e15f2cdf9cb36e4f62d06457249e899740a62/gustonyc_sheet_1.png" /> 4 Anchors Have Become Our True North NEW YORK Our hometown logo, borough pieces, subway references, public school pieces, and Unisphere work pays homage to NYC. CULTURA LATINABendición, Latino references and pieces rooted in family and heritage and inspired by our personal experiences. GRAFFITIAnchored on my unique handstyle, we’ve transformed graffiti language into premium tangible objects. HIP HOPAcross many of our collections, we tap into the way music functions as both inspiration and storytelling. DESIGNING OBJECTS WITH STORIES. I think of every drop as a small creative world. The garment might be the centerpiece, but typography, materials, packaging, photography, objects, music, digital experiences and small hidden details all contribute to the story. The goal is to make every interaction feel considered, from seeing a piece for the first time to opening the box at home. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ba95a3e1b78a24eca102a4f9108ddaa66aaa1d911097145ee2646b40fada6bea/gustonyc_sheet_4.png" data-mid="251924331" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/ba95a3e1b78a24eca102a4f9108ddaa66aaa1d911097145ee2646b40fada6bea/gustonyc_sheet_4.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0b1d5f2e4ba7183cd6bfcce4d69c35fdf1ef311d4ea7c98671945fe394367de8/gustonyc_sheet_5.png" data-mid="251924347" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/0b1d5f2e4ba7183cd6bfcce4d69c35fdf1ef311d4ea7c98671945fe394367de8/gustonyc_sheet_5.png" /> BUILDING THE BRAND. My Role. Founder Vision, positioning and business direction Creative Director Brand identity, campaigns, photography, content and collaborations Artist Original artwork, handstyle and product concepts Product Apparel, accessories, objects, packaging and experience Storytelling Editorial, social, product narratives and cultural research Community Organic audience development, partnerships and real world activationsBuilding GustoNYC has given me the opportunity to experience creativity from every side of the table. I am not only responsible for the idea. I am responsible for whether the idea becomes something people actually want to bring into their lives.PRODUCT OF NEW YORK. Queens raised me. Graffiti gave me a visual language. Hip hop gave me a soundtrack. My Latino heritage gave me stories and traditions worth preserving. GustoNYC is where all of those things meet. <img width="4524" height="3015" width_o="4524" height_o="3015" data-src="https://freight.cargo.site/t/original/i/19355293605a5554c25578dc62be022eeb348051249ca3e27825c24ec2a21b54/HispanicHeritage_capsule_1.jpeg" data-mid="251924532" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/19355293605a5554c25578dc62be022eeb348051249ca3e27825c24ec2a21b54/HispanicHeritage_capsule_1.jpeg" /> MADE PERSONAL. WORN COLLECTIVELY.GustoNYC started as an outlet for ideas I could not stop thinking about. Today, it is an evolving independent brand and creative platform built around art, product, culture and community. I am still drawing every line with the same intention I had at the beginning: make something personal enough to be honest and universal enough that someone else can see themselves in it. The Impact. 2023 Founded 1300+ Verified customer reviews 4.8 / 5Customer rating NYC + WORLDWIDE Real Community WORN + SUPPORTED BY. We’ve had the honor to have been featured alongside 50 Cent, Nicki Minaj, Common, Mecc, Busta Rhymes, Fat Joe, Lin-Manuel Miranda, Eif Rivera, Xolo Maridueña, The Kid Mero, MRG, Tony Yayo and more.<img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7eeb0281a59ee28b8a621f005d9fbfa0b03a954352c268f011399c08454f14a7/gustonyc_sheet_6.png" data-mid="251924653" border="0" src="https://freight.cargo.site/w/1000/i/7eeb0281a59ee28b8a621f005d9fbfa0b03a954352c268f011399c08454f14a7/gustonyc_sheet_6.png" /> SUPPORT YOUR LOCAL ARTIST. Visit&nbsp;www.gusto.nyc https://gustoizm.com/Unfolding-Timbaland Mon, 05 Sep 2022 15:38:15 +0000 Gusto M | Global Creative Director https://gustoizm.com/Unfolding-Timbaland Unfolding Timbaland Creative Direction, Innovation, Content, Influencers and Strategy <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/21b9bf8af03f741c4e2fcb0d0efd7a0df36b6ef05f33f5f2b1aafbe7326f52c4/timb_key.png" data-mid="152138628" border="0" src="https://freight.cargo.site/w/1000/i/21b9bf8af03f741c4e2fcb0d0efd7a0df36b6ef05f33f5f2b1aafbe7326f52c4/timb_key.png" /> The Background For the launch of the flexible, foldable Samsung Galaxy Z Series, I wanted to develop a social led activation that had never been done before at scale, bringing together Verizon’s 5G network and the power of Artificial Intelligence. We partnered with multi-platinum hitmaker Timbaland to remix the idea of a typical phone launch. With over 600 new mobile device launches every year, we knew we needed to stand out from the crowd. Specifically, we set out to showcase the versatility and endless possibilities with the Samsung Z series and measured success against share of conversation and engagement on Twitter, the selected platform for the campaign. The Brief Create a ‘disruptive’ social concept that enables play, reimagines immersive experiences, and sparks joy. Success is determined by social engagement on Twitter. The Strategy Working with my strategy team, we developed the concept “Unfold a new world of possibilities.” Only Verizon and Samsung can break the constraints of yesterday’s form factors and yesterday’s network, to bring you the new world of possibilities. Immersive experiences, on exciting new Samsung form factors, powered by the network of tomorrow, Verizon 5G. <img width="2200" height="1760" width_o="2200" height_o="1760" data-src="https://freight.cargo.site/t/original/i/abf98b4cca4ad3c0d4d8a1aa2cd7c40fef0a6eff534a5e7f2ffcae66b98fda3d/timb.jpeg" data-mid="152139449" border="0" src="https://freight.cargo.site/w/1000/i/abf98b4cca4ad3c0d4d8a1aa2cd7c40fef0a6eff534a5e7f2ffcae66b98fda3d/timb.jpeg" /> The IdeaTo show how the Samsung Galaxy Z Series’ innovative form factor remixes your online life, we had Timbaland, one of music’s most iconic personalities, write an original track composed of compartmentalized loops, designed to be remixed infinitely. We built a music-composing A.I. bot, trained it on Timbaland’s historic biggest hits, and used machine learning to teach it to ingest, interpolate, synthesize, and create. Then, we gave our beat-making sentient bot access to Verizon’s Twitter account, and told it to make some music. Custom AI Remix + Original Timbaland Track Everyone got personal shoutouts from Timbaland, custom beats, and location-specific personalized music videos. The algorithm remixed unique tracks for thousands of fans as soon as they retweeted us. Each fan had their own epic drop – bringing Verizon and the Galaxy Z Series to top of mind, and Verizon’s share of conversation to the top of the charts. All fans had to do was Retweet Verizon’s post and the A.I. would scan their profiles for public data to integrate into a piece of personalized, dynamic content. In reply, each fan got their own custom version of the song in a music video featuring personal shoutouts, bespoke beats, and location-specific callouts. Fans who retweeted us got their own individual AI-created version of the track – and they didn’t waste any time sharing it across social media. The Results It was a truly epic drop – bringing Verizon and Samsung Galaxy Z Series to top of mind, while reimagening the power of Artificial Intelligence and persinalized Music engagement.97% positive sentiment#1 share of conversation for the first 48 hours6,000+ custom remixes99.6% of all mentions on @SamsungMobileUS at launch. <img width="3000" height="2400" width_o="3000" height_o="2400" data-src="https://freight.cargo.site/t/original/i/b00a63eeddc2c8085853f5450c44aaab7d2139a5240bdfa6bc8ea3411775e289/Timbaland_onepage.jpg" data-mid="152139202" border="0" src="https://freight.cargo.site/w/1000/i/b00a63eeddc2c8085853f5450c44aaab7d2139a5240bdfa6bc8ea3411775e289/Timbaland_onepage.jpg" /> Awards 2021 Shorty Awards&nbsp; &nbsp; WINNER: Artificial Intelligence CLIOS&nbsp; &nbsp; BRONZE: Artificial Intelligence Webbys &nbsp; &nbsp; HONOREE &nbsp; &nbsp; SHORTLIST One Show&nbsp; &nbsp; &nbsp;4x SHORTLISTS