The BackPack Mixtape

The challenge

Turning a community initiative into a cultural campaign: Supply drives are easy to ignore. We needed one that young people actually wanted to show up to.

The idea

Package the drive like a mixtape. Fourteen local artists, a tracklist, cover art, a release date — and a backpack instead of a ticket. The campaign was connected to my creative and music-oriented audience, I wanted to package the initiative in a way that felt culturally familiar rather than like a traditional donation drive.

The execution

1. 01Curated and sequenced a community mixtape with local artists
2. 02Designed cover art, flyers and a full social rollout
3. 03Reaching out to partner with four neighborhood organizations for distribution
4. 04Documented the day as an editorial photo story