Event series and experimental showroom in Los Angeles, created in collaboration with Nike ACG and Usal as part of the global launch of the Nike Ultrafly trail running shoe. The activation unfolded as three events over a single day, from morning through night.

Freelance for Usal Project
ECD:  Michael Washington
AD  / CD / Designer: Gabriel Medina
Producer: Aika Lau
Set Design: Crystal Geller
Photographer: Alex S. Lopez


Nike Los Angeles

Nike NYvsNY / San Francisco, CA / 2025

Agency: The New Company
Creative Director: Will Geddes
Design Lead: Gabriel Medina
Motion Designer: Peace Park
Project Manager: Morgan Lee
Designer: Ty Andrews 
ECD: Matt Luckhurst

 Nike Basketball
Sr. Creative, Brand Marketing: Anthony Coleman
Sr. Designer: Paris Fox
Narrative Lead: Steven Roberts
Copywriter: Maria Mora
Sr. Creative Producers: Taylor Cole, Emily Stengrim
Creative Producer: Naideen Morba
Digital Author Lead: Matthew Weissman
Production: Game 7

C2 Motion Pictures / San Francisco, CA / 2025

Identity for C2 Motion Pictures ahead of the launch of The Monkey directed by Oz Perkins.

Agency: The New Company
Creative Director: Jules Tardy
Lead Designer: Gabriel Medina
Creative Director, 3D: Will Geddes
ECD: Matt Luckhurst
Sr. Project Manger: Andie Vallee
Project Manager: Morgan Lee
Sr. Designer: Ryan Ormsby
Designer: Ashlyn Lasson
Hero 3D Motion: NMBRS
Case Study Motion: Isma Picardi

C2 Motion Picture Group
Chairman, CEO: Dave Caplan
Director of Development: Connor Purcell

Nike EYBL / San Francisco, CA / 2025

RM Living Systems / London, UK / 2022

Brand identity for RM Living Systems, a London-based furniture design company focused on creating modular, functional, and visually refined systems for contemporary living. 

Identity + Packaging for Sunray Fragrance, a natural fragrance brand based in Oakland, California. Rooted in West Coast landscapes, it crafts botanical scents that evoke warmth, memory, and place—using only clean, plant-based ingredients.


Freelance
Creative Director + Lead Designer: Gabriel Medina

Index Index is an ongoing research project exploring non-linear memory, dream logic, and the visual architecture of archived thought.

Borrowing the language of bureaucracy and the aesthetics of experimental design, the project constructs a fictional institution tasked with documenting what the mind forgets, fractures,
and repeats.

Each image functions as a stored sequence, a recovered trace, or a failed retrieval, forming a system of documents that blur the boundary between evidence and imagination.

Design system for NFL Pro Era, a fully licensed NFL and NFLPA virtual reality experience, developed by StatusPRO.

Agency: The New Company
Creative Director: Will Geddes
Lead Designer: Gabriel Medina
Creative Director, 3D: Will Geddes
ECD: Matt Luckhurst
Sr. Project Manger: Andie Vallee
Project Manager: Morgan Lee