Nas — King's Disease & King's Disease II

Role: Director of Marketing

Company: Mass Appeal

Challenge: Reintroduce a hip-hop legend to the cultural forefront after a decade-long absence from major release cycles. Objective: architect a campaign that reasserted Nas's relevance within a rapidly evolving rap landscape — bridging legacy reverence with contemporary cultural resonance. Required leveraging strong music and striking visual storytelling to recapture the zeitgeist and re-establish the artist's commercial and cultural footprint.

Creative Leadership & Approach: Served as the strategic creative architect across both Grammy-winning and Grammy-nominated album cycles. Directed the visual and marketing narrative that positioned Nas not as a legacy act, but as a living king reclaiming his throne. Curated a network of directors, designers, and cultural partners to ensure every touchpoint — from album cover to merchandise — felt cohesive, premium, and culturally undeniable.

Deliverables:

• Album campaign strategy & creative platform

• Consultation & creative direction on album artwork (King's Disease I & II)

• Vinyl & physical packaging design creative direction

• Music video director selection, treatment review & creative oversight

• Social media campaign platform & content strategy

• Spotify Canvas creative direction

• Brand partnership ideation & creative development

• Merchandise & consumer products creative direction

• Press & media kit creative direction

• Tour/experience integration creative (where applicable)

• Editorial & promotional photography creative direction

• Copy & narrative development