Sneaker Shopping is the #1 Sneaker Show on the internet. Through 12 seasons we've helped create the promo that keeps fans excited about sneaker culture. A deep understanding of sneaker culture, and the creation of content throughout each season to get audiences excited about tuning in week after week on youtube, MSG network, hulu, and more.
Complex worked with Fuse to create a 2 hour block of TV which consisted of remixed Complex Shows and original content. Our goals were to promo to linear TV, and through our efforts Complex X Fuse became Fuse's #1 show of all-time. Additionally their demo went from 45+ to ~22. My team worked on creating weekly tune-in content. This involved creating a series of templates that would work with clip outs from the show, as well as, creating custom scripts and ADs that worked to promote certain aspects of the block.
The Complex 7 was a series that we made with the prompt "what would you do with a famous person if you only had about 5 minutes?” We developed about 14 questions that could be shifted into a 7 question selection, and made a flexible shooting style, and a graphics package that would be suitable for multiple content types.
ClickBait came from the observation that our audience likes hot takes and strong opinions. We used this social series to pose questions that would solicit a strong reaction. I art directed the look/feel of this was made in Vaporwave aesthetic because the term click-bait is a very 90s term which goes well with an early windows aesthetics. I also filmed and directed this series. It is another series and can be filmed in 10-15 minutes.
Complex's audience loves unboxing, this series focused on strange or rare collectable items. It was made to slot in the many things that are constantly sent to our office. I shot edited, art directed, and produced this series.
Client: Complex Networks
Project Type: Creative Direction, Audience Development, Social Media, Editing, Motion Graphics
Description: Original Series creation for Social, promotion for Original Shows and Events, YouTube and Television shows promotion.
Concept: Extend the Complex brand via social media by making content that is entertaining and native. Promotions that feel more like content and less like advertisements.
Additional Info: If you ask people at Complex to use three words to describe the brand identity of Complex, you may have a number of answers. But the DNA of what makes Complex is a mix of Hip-Hop, Youth Culture, and Sneakers. This is at the heart of everything we make at Complex, whether it's a shoulder content, trailers, or social series. Having a deep understanding of Millennials and Gen Z and the content they consume on social platforms informs all of our social decisions on the platform.
Agency: Complex Media
Creative Lead: Paul Weber
Motion Designer: Hunter Hanson
Editors: Gabe Alvarez