Nike ACG x Usal / Los Angeles, CA / 2026

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

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Nike NYvsNY / San Francisco, CA / 2025

Identity for Nike NYvsNY 2025. Distressed, risograph-printed textures and bold typography run through the system, building a visual identity inspired by the city itself. Four teams. Five stops. Games lighting up courts all over the NYC.

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

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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

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Nike EYBL / San Francisco, CA / 2025

Identity for Nike EYBL 2025 building on a legacy of bold expression and athletic precision. Created for as a high-impact visual language for the summer hoops season.

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

Nike Basketball
Sr. Creative, Brand Marketing: Anthony Coleman
Sr. Creative Producer: Emily Stengrim
Creative Producer: Naideen Morba

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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.

Agency: Restistant Material
Creative Director + Lead Designer: Gabriel Medina
Designer: Roy Man
ECD: Joshua Calderwell
CEO: Ryan McCarthy

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SUNRAY Fragrace / Oakland, CA / 2022

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

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Index Index / San Francisco, CA / 2026

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.

Creative Directior / Designer: Gabriel Medina

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NFL Pro Era / San Francisco, CA / 2024

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

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