When the Cavaliers launched a collaboration with UNDN LAQR — the nail brand founded by Machine Gun Kelly — the goal was to introduce something unexpected into the arena environment.
This wasn’t traditional team merchandise.
It was fashion and identity intersecting with basketball culture.
Underdogs led campaign capture and launch content around the activation.
The Work
Directed and produced launch-day photography and video
Captured behind-the-scenes access inside the Center-Court Team Shop
Managed multi-camera coverage for dynamic social edits
Delivered rapid-turn recap content
Helped shape the visual tone of the collaboration rollout
