Anthony Edwards - Legend In My Hood.
As a freelance Creative Director, I lead creative and storytelling for Anthony Edwards and Culture Jam's "Legend In My Hood" campaign.
Scope
Client
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Anthony Edwards and his brother bDifferent had a powerful story—two siblings who took different paths through adversity, loss, and pressure, yet rose together—but it needed to become more than just an album release. As Creative Director, I saw the opportunity to elevate Anthony beyond his basketball identity while introducing bDifferent as a compelling artist in his own right, turning their personal history into a universal cultural narrative that resonated far beyond the court.Forma, a startup creating tools for creatives, lacked a scalable design system.
I positioned Legend In My Hood around three core pillars: brotherhood as brand identity, redefining what it means to be a legend through the voices of family and community rather than fame, and creating a hybrid sports-music storytelling experience. We built a rollout that fused NBA highlights, studio moments, hometown footage, and intimate family archives—crafting a new blueprint for athlete-led album campaigns that felt less like marketing and more like watching a life story unfold in real time.
Legend In My Hood established a new lane for how athlete-owned music projects can launch—through authentic story, family, and community. We reframed Anthony Edwards as a multi-dimensional cultural figure rooted in Atlanta, introduced bDifferent to the world on his own terms, and created massive organic resonance across sports and music ecosystems with fans responding, "this feels real, this feels like family." The project became a long-term brand platform for Culture Jam, proving how we seamlessly blend sports, storytelling, and music into one cohesive cultural experience.
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