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.