freedom x complex

The
Brief

The brief was clear—Chase Freedom wanted to step into fandom, not just show up as a financial brand. And doing that at ComplexCon and Complex Market meant tapping into a crowd driven by fashion, culture, and media—where taste is currency and authenticity matters.

My read was simple: don’t force a merch play—earn your way in. Basketball became the entry point. Build something real, rooted in gameplay, competition, and talent, and filter every decision through the lens of fandom so it feels like it belongs.

info & credits

BRAND: Chase Freedom

EVENT NAME: Complexcon & Complex Market

LOCATION: (Varied) All-Star Weekend 2026

AGENCY: Think-True

CONTENT RIGHTS: Think-True & Kurieo

ROLE: Creative Director for Live Event & Pre/Post - Event Campaign

PRESS: COMPLEX, Billboard, SF Chronicle, Revolt TV, Bizbash

COMPLEXCON 2025: DESIGN

Built a culturally fluent, arena-inspired environment that positioned Chase Freedom as a true player within basketball and streetwear culture.

Arena-Like Build: Transformed a 70' x 70' footprint into a “mini arena,” anchored by a digital court that feature evolving graphics and interactive gameplay elements.

Cultural Merch Integration: Featured a commemorative tote by Angelo Baque within a streetwear-native display, paired with immersive entry tunnels and NBA-style arrival moments.

Gaming Expansion: Introduced a custom NBA 2K lounge with PlayStation-inspired competitive pods and a multi-screen wall for head-to-head gameplay.

Takeaway: Successfully translated a financial brand into a culturally relevant, participation-driven experience that attracted fans through play, not promotion.

COMPLEX MARKET (ALL-STAR WEEKEND): dESIGN

Built an outdoor, culture-driven arena that blended gameplay, shopping, and programming—set against one of LA’s most iconic backdrops.

Duel-Court Setup: I designed a focal space that featured a double-sided court—digital on one side, hardwood on the other—to create a new school v. old school vibe that leant itself to gameplay and competition.

Bridge Inspired Backdrop: I pulled from the Mission Street Bridge to create a hero backdrop, using its arches and structure to frame the court and give the whole space a strong, location-specific identity.

Themed Vignettes: I layered in a locker room, draft hub photo moment, oversized net entry, and retail moments to make the experience feel cohesive from entry to exit.

Takeaway: Context matters—when the design reflects the environment, the culture, and the history around it, the experience feels familiar, grounded, and ultimately more meaningful to fans.

COMPETITION & PROGRAMMING

Used gameplay and talent to create moments that people could jump into—or sit back and watch like a show.

Accessible Competition Design: Shifted away from traditional 5v5 into shooting-based challenges like Cashback Shot Clock—keeping things fast, inclusive, and rooted in real rewards tied to the brand and talent like Stephen Curry and A'ja Wilson.

Creator-Led Spectacle: Leveled things up with “Battle of the Platforms,” bringing in creators and streamers for team-based competition that gave the court a bigger, more watchable energy.

Talent- Driven Moments: Built programming around interaction, not just presence—blending live commentary, coaching, and cultural moments like the Love & Basketball reunion and on-court shows with Carmelo Anthony..