Nike

The
Assembly

Full scale concert series visiting local LA High Schools effected by the Palisades fires.


Client

Nike

Agency

Free Lunch Agency

My Role

Executive Producer

Location

Los Angeles

Scope

4 High School Series

Year

2025

Timeline

4 weeks


Overview

Nike wanted to give back to its community following the devastation of the Palisades fires. Knowing that so many students had lost their schools or homes as a result of this tragedy, Nike chose to give back by creating a concert series that would have cultural impact in low income communities that were affected. None other than DJ Mustard, and friends such a 310babbi and Ty $ in a full scale production on the home field of these high school football fields. These full scale productions had to be manufactured in very unexpected places and terrain. Beyond that the coordination of thousands of students, alongside LAUSD was a logistic Goliath. Executing this concert at DJ Mustard standards, while keeping the students happy, safe, and hydrated was a huge feat of logistics.

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