HiLife Project

For HiLife Project, I started doing “creator economy” work back in 2011, before anyone was calling it that. Brands were throwing money at the wrong faces, struggling to find talent that actually matched their identity, and I stepped in to bridge that gap. I matched creators, artists, and storytellers with the right partners, then built the concepts, content, and campaigns around them so both sides won. HiLife Project became my early lab for what I still do now: turn the right people and the right brands into culture that actually lands.