HUMANRACE

In partnership with Adidas and Humanrace, we developed a 360 campaign to launch Pharrell’s Sičhona. I co-led the creative direction, guiding the project across brand and community teams to build a world rooted in collaboration and cultural exchange.

Humanrace Sičhona created an entry point into Dakota land, culture, and community. Grounded in Pharrell’s long-standing relationship with the Dakota people, the project continues a broader commitment to amplifying Indigenous voices and creating space for our stories to be seen and heard on our own terms.

Challenge

Dakota culture is often framed as something historical or distant, reduced to the idea of “ancient” or “traditional” ways of life. The challenge was to shift that perception by creating a platform that connects contemporary experiences with a global audience, opening up space for understanding while challenging mainstream narratives.

Solution

We built a creative universe that reflects the Dakota experience as it exists today, moving fluidly between tradition and modern life. Every element of the campaign was designed to hold that duality, presenting culture as lived, evolving, and present rather than static or symbolic.

Through storytelling, collaboration, and community-led perspectives, the campaign created a deeper point of connection between audience and the shoe. It positioned Sičhona not just as a product, but as a shared experience rooted in respect, learning, and collective presence.