EA Sports/NBA Experience

Project 2050 is

Project 2050 is a “culturally connected” group that delivers purposeful content and creates socially conscious economic models driven by power of culture and the connective possibilities of digital media. We are socially savvy, experienced, broadly networked and engaging broadcasters of a cross-cultural, omni-channel message.
Target X Games - Paul Rodriguez

Our Point of Difference

Tomorrow's Loyalty is Today's Experience - Communicating in a culturally diverse world requires a bold fresh approach. America has changed dramatically, driven by demographic, cultural, societal and technological shifts.
We place the cross-cultural consumer at the center of our approach and thinking as the new mainstream rather than a subset.

Target Music Lounge, Miami

A Socially Conscious Community

We believe in the Power of Brands - We see them as cultural guideposts, as personal and powerful tools with which people explore and expand their identity, beliefs, aspirations and life experiences. We see them as evolving as our collective social values change. As consumer sentiments take unpredictable turns to create new movements, be it politically or socially driven, brands can become replaceable quickly if not continuously managed and re-positioned.

Our Services

  • Branded Stories + Cultural Movements
    Integrated Digital Content
    Purpose + Engagement
    Alliances + Collaborations
    Brand Positioning + Social Innovation
    Experiential Marketing
    Cause Related + Public Policy
Robin Thicke Exclusive TARGET Music Event, NYC

Branded Stories + Cultural Movements

We are ambassadors of emotional branding and interpreters of contemporary, progressive lifestyles. We help brands leverage and build their essence, purpose and unique story, to create enduring consumer experiences nutured over time through clear and consistent communication at every touch point via original programming.

Creative Services + Original Content

We understand the challenges related to rapid changes in traditional media and consumer engagement. We develop stories for social media consumption and distribution that mirror the offline/online duality in the lives of our audience(s) to ensure an integrated and in-culture creative approach utilizing branded content.

Nike Elementos, Brasil

Purpose + Engagement Development

Purpose is what drives us to the future and to strive for a better world. It’s what fuels impact. It is a force that is greater than us and outside of us. At Project 2050 we ignite people's passions for a shared sense of Purpose. We help brand partners identify a shared purpose that permeates the entire organization and connects with consumers --- that is what creates a Movement.

Alliances + Product Collaborations

Just as culture is experiencing a transformational mash-up so are brands. We work with partners to form strategic alliances that result in new products and services (i.e. Fashion + Tech). Whether it's creating lifestyle driven limited edition products or functional apparel, we help brands remain nimble and relevant to a discerning consumer audience. We also assist in curating archived brand assets for reintroduction (i.e. Retro product relaunches).

Q-TIP Exclusive TARGET Music Event, NYC

Strategic Planning + Brand Positioning

We deploy our experience as movement makers and curators to inject purpose and social participation into the DNA of brands and organizations. We believe social movements should be at the core of what brands do and stand for.

Lifestyle + Experiential Marketing

Consumers are empowered by and actively engaged with the products they choose. There is no substitute for a genuine brand experience that draws an emotional response and positive memory recall. We create branded moments by connecting products and services to consumers’ lifestyle, interests, and aspirations using our S.E.E.R Methodology: Seduce, Engage, Entertain & Retain

Cause Related Marketing

Doing good and generating profits are not mutually exclusive. We interact between the social sciences and other areas of public policy to expand the understanding of culture and the humanities to generate insights that inform and influence decision-making; By constantly staying in tune with societal trends we are able to devise strategies to effectively address and convert those trends into grassroots and viral movements.

Brand Partners

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Phil Colón


Culturally Curious + Socially Conscience + Connector

I am a professional dreamer; in fact, I have not stopped dreaming ever since I was a child growing up in New York City. I enjoy the process of discovery and imagination. I believe in the extraordinary ordinaries, those who drive culture not from the forefront, but rather from the background. I have always strived to give voice to those who are silent and helping to expose unexposed talent.  This is most evident with my work as co-founder of Voto Latino as well as my involvement in cause-related projects with Boost Mobile/RockCorp and NIKE/Elementos. I am always thinking of what’s next because culture and consumer behavior is consistently evolving. I work with brand partners in retaining their equity by keeping pace with that very change.

There’s nothing complicated about us.  We are a socially conscious agency for a socially conscious community.

For more information about my career, click here: www.linkedin.com/in/philcolon


Angela Arambulo


Angela Arambulo launched her editorial career at Harper’s Bazaar under Liz Tilberis’ tenure. From there she went on to become Fashion Director at Vibe and then Rolling Stone, where she developed her signature style of incorporating fashion, music, street art, and celebrity culture. Angela next took on the youth market. As Creative Director at CCS Girl and then dELiA*s, she cultivated and enhanced the brand’s identity from its direct channel to online and retail stores. Continuing her branding work, she is currently a consulting Art Director for the creative agency Project 2050.

She has collaborated with photographers Albert Watson, Timothy Greenfield-Sanders, Dah Len, Jim Fiscus, Hanspeter Schneider, and Leslie Kee, among others. Her advertising campaigns include Adidas, Reebok, Timberland, Sean John, GIII, MiniCooper, Mountain Dew, and ANA Airlines.



Giuseppe D’Alessandro

Chicago > NYC

“Some assume who I am by looking at me or my name; I am Dominican, I am American and yes I have strong connections to my Italian heritage”

An enterprising and highly skilled brand, business strategy, and cpg marketing expert, with over 20 year of experience in product strategy, innovation, branding, and global and multicultural marketing.  Proven expertise and natural talent in delivering year-over-year market share and revenue growth in highly competitive industries and Fortune 100 companies, consistently exceeding targets.

Giuseppe has held increasing Marketing leadership roles: CMO at MARK ANTHONY BRANDS makers of Mike’s Hard Lemonade, VP Strategic Marketing at CONAGRA FOODSVP Global Marketing at MAYBELLINE NEW YORK, L’Oreal Group and Director, Product Innovation and Multicultural at PEPSI-COLA, PepsiCo, International Marketing Manager at RENAISSANCE COSMETICS, Field Marketing Manager at COCA-COLA USA, and Associate Brand Manager at PHILIP MORRIS USA.

Giuseppe earned an M.B.A., Marketing and Finance from COLUMBIA BUSINESS SCHOOL and a B.E., Mechanical Engineering from STEVENS INSTITUTE OF TECHNOLOGY.


Miguel Ferrer


An accomplished media executive who has developed and executed breakthrough projects across DIGITAL (AOL/Huffington Post), SOCIAL (Intratainment), TELEVISION (Fusion), PRINT (People en Español) and MUSIC (Warner Music) in the U.S. and Latin America, Miguel Ferrer has driven results on both sides of media — church and state,  creative and business — for over 20 years.

An entrepreneur in practice and at heart, Miguel was a founding senior executive of two of five Hispanic-targeting, English-language media properties launched since 2010 (Fusion and HuffPost Latino Voices), directly influencing their brand promise to consumers and competitive stance in the marketplace. A passionate advocate for diversity and equality as keys to America’s future, Miguel has led media coverage of some of the most important issues resonating with America’s largest minorities while serving as the editorial lead for the Huffington Post’s multicultural verticals: HuffPost Black Voices, HuffPost Latino Voices (English) and HuffPost Voces (Spanish).


Rafael Jimenez


Rafael Jimenez is a New York City born and bred entrepreneur, media professional and image maker. With over 15 years experience at the intersection of media and fashion, Rafael is has a unique understanding of Pop and Latino culture as it relates to mass media and entertainment. A self professed tech head and early adopter, his experience and understanding also extends to the tech and social spaces and how consumers relate to them. Rafael’s latest projects include serving as EP/SP at MTV2′s Development Department; supervising and shooting 30 episodes of lifestyle tech show “Tech This Out” for ABC News Digital as well as running the day to day operations of both his eyewear brand República and boutique production house [ r2:studios ]. Rafael brings his wealth of experience in development to the P2050 Team. Rafael is a graduate of NYU and holds a BS in Mass Media & Communication.


Kevin  Couliau

Paris > NYC

Kevin Couliau has always had a curious mind.  Growing up in France he would walks the streets of Paris capturing images of ordinary people doing extradinary things.  He mostly enjoyed capturing sports through the lense of competition.  Kevin has used some of his early musing to create some incredible work starting with “Heart & Soul Of New York City” ,a short film / music video he directed about a season of NYC street-ball which has accumulated over 3 million views online.  He and co-director Bobbito Garcia recently released  “Doin’ It In The Park” , a feature-length documentary about pick-up basketball in NYC. The sports doc has received numerous rewards from the film circuit and accolades from current and retired basketball icons. As a photographer, he is widely recognized as the most prolific outdoor basketball photographer of the last decade. His images have appeared in Bounce Magazine (US), Fadeaway (UK) and Reverse Magazine (France). As a director of photography, his work has been seen in Canal + “The New Explorers” documentary series, Jordan Brand’s annual “Quai 54” TV / DVD series, the New York Knicks “Battle of The Boroughs” videos and Nike’s “World Basketball Festival” campaign content.   Kevin brings his documentary style to Curated and is currently working on commercial projects for Louis Vuitton.  


Wil Whitney


If you don’t know Wil Whitney then you’re not doing your homework. Although understated and one known to keep a very low profile, Wil Whitney has become a feature within the lifestyle influencer scene.  Wil has amassed an impressive retail track record with over 10+ years of specialty retail ownership/management and buying, consumer experience strategy, brand collaboration experience, launch strategy, merchandising, line planning/building, Energy distribution planning, At Nom de Guerre his creative process was driven by the theory that collective consciousness and collective reasoning is superior to that of the individual ego. The operating precept is to combine basic and diverse influences from art, fashion, and various New York City subcultures to create a composite culture and by-product.  The brand has attained cult-like status, thanks to its cutting edge design, great quality, anti-marketing marketing, and one of the coolest locations for a flagship boutique.  Wil’s retail experience with brands such as:  Stussy NYC, Nom de Guerre, 21 Mercer Nike Sportswear, etc provides him with a unique prospective on what consumers want and how do they want it.  He as also produced first of it kind collaborations with Nike, Converse, Red Wing and Fragment Design just to name a few. Wil brings his forward thinking approach and expertise in brand collaborations to P2050. 


Shawn Barton


Shawn Barton may not be a household name, and if it was up to her she would keep it that way.  However, her under the radar status and quiet demeanor has not affected her impact on pop culture.   Shawn has been creating visual master-pieces for over 15 years helping to craft the visual identity of many of today’s most recognizable names in music.   From videos, to movies to runway shows, Shawn has worked with the likes of:  TIMBALAND, OUTKAST, CEELO, ERYKAH BADU, VIN DIESEL, MARC ANTHONY, JENNIFER LOPEZ (PERSONAL), OMAR EPPS, PUFF, SNOOP just to name a notable few.   Shawn has also made her impact on TV styling for THE VOICE (season 1&2), Queens Supreme, GRAMMY’S, AMA’S, BRIT AWARDS and BILLBOARD Music Awards.  She has won awards for her work from FIDM’S 5TH ANNUAL ART OF MOTION PICTURE COSTUME DESIGN, Entertainment Magazine and Ebony Magazine.  She was recently featured in Entertainment Weekly for her work with Ceelo Green and Gwyneth Paltrow.   Shawn brings her vast visual experience to P2050, and is currently working on a ground breaking project with super producer Timbaland and film director Lee Daniels.

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Mark Pilatowski


Mark has been involved in SEO and social media optimization for more than a decade and leverages that experience to ensure that P2050 delivers holistic and effective digital identity management to all client and brand partners. Mark served as the SEO Lead at Gilt Groupe and Director of Organic Search and Social Optimization at Reprise Media where he developed and managed organic visibility strategies for a wide range of brands such as Kia, Sharp USA, Verizon, and The North Face.  Mark is currently spearheading strategy for the tech start-up Qnary.  In this role Mark guided the development of the Qnary product along with the solutions for the Qnary client base.


Karmen Royall


Karmen Royall specializes in corporate communications, event management and public relations. She leverages experience working with a diverse clientele, including food and beverage, natural resource, entertainment, non-profit, fashion and advertising companies, to excel in new, challenging roles.

Karmen’s ability to interpret corporate goals and translate those into compelling campaigns allows her to bring a fresh approach to event production. She thrives on conceptualizing and realizing new ideas that exceed clients’ expectations.

Born and raised in Vancouver, Canada, Karmen now resides in New York City and lives to explore, create, and bring people together through memorable experiences.  She is happiest enjoying music, food and architecture from around the world.


Daniel Arenas


Daniel Arenas is a Colombian born, New York based graphic designer. A firm believer that design is a platform that can actively help reshape the social and cultural relations between us.

With almost 10 years of professional experience, Arenas has worked for a wide range of clients, from corporations like Google, The New York Times, IBM and Samsung to non for profits, start ups, and self initiated projects.

His work has been recognized with the Type Directors Club Medal of typographic excellence and The Communication Arts Typography Annual; has been published in a handful of books and his work has been exhibited in the US, Colombia, Hong Kong, Germany, Japan and Spain among others.



Alix Kram


Alix never met a marketing challenge she could not tackle. In fact, Alix was one of the first executives to successfully use the power of licensing within the lifestyle marketing realm. As Vice President of Lifestyle and Retail Marketing for Nickelodeon, Alix led a team of ten to develop, direct, and execute 360 degree multi-channel marketing strategies for top mass and specialty retailer accounts, including the re-launch of the Teenage Mutant Ninja Turtles and the precedent setting multi-channel marketing program of Dora Rocks at Target.  Having had 10+ years of consumer products, licensing, and marketing experience at Viacom, Alix developed VERGE, a new vertical marketing and licensing group at Nickelodeon which focused on lifestyle product marking targeting the millennial demographic. Her collaborators have included brands and artists such as:  Dreamworks, AwesomenessTV, Baby Einstein, FILA, Pharrell Williams, Theophilus London and Jeremy Scott for MOSCHINO.


Anna Levak


At an early age Anna found an appreciation for nature and conceptual art.   Summer visits with family in Italy sparked a fascination with fashion and style.  After an initial introduction to fashion at Barney’s New York in the visual department, Anna has built an expansive body of work.

Anna Levak’s graphic and inventive styling has appeared in a wide variety of magazines, including Vogue, Elle, Harper’s Bazaar, Vogue Paris, L’Uomo Vogue, V, Purple, and Elle Accessories. Anna has collaborated with photographers including Ruven Afanador, Richard Burbridge, Marcelo Krasilcic, Patrick Demarchelier and Greg Kadel.  She has consulted for a number of design houses, including Tribune Standard, Etienne Aigner and Luca Luca. Anna’s commercial clients include Saks Fifth Avenue, Neiman Marcus, Sephora, The Limited, Olay, and Revlon.


Waris Syed

Waris Syed’s dynamic vision combines the mediums of sports, lifestyle and experiential marketing motivated by his own unique curated identity coupled with entrepreneurial perseverance.

Waris’ identity originates from his ability to understand and connect to diverse audiences, which has enabled him to implement his vision via his unparrelled work ethic to coordinating grass-roots influence teams, experiential activations, and multi-million marketing partnerships.

Since 2002, Waris began cultivating his personal ambition of forging into the sports and entertainment business. Alongside NBA player Felipe Lopez, who quickly employed Waris as his business manager, which was an incomparable experience that taught him varied aspects of the sports sector and provided unparalleled access that enabled Waris to curate numerous marketing ventures.

Waris’ marketing niche is his broad understanding of the lifestyle and entertainment marketplace and is frequently solicited by brands to ideate effective campaigns that resonate amongst pivotal and magnanimous consumers.

Waris attended the University of Minnesota-Twin Cities, majoring in Biology and Finance. Waris is passionate about sports, music, entertainment and technology and lives his passions. He resides between Minneapolis and New York City.


Derick Procope


Fashion is often used to make profound statements whether socially and/or culturally.   Derick has always leveraged culture to define his work expressions. His lengthy career as a fashion stylist, began in the U.K. Where he was Fashion editor at The Face magazine in the early 90’s. Upon moving to New York he became the Fashion Director of Quincy Jone’s VIBE magazine. He then took the position at Conde Nast as Fashion Director of DETAILS magazine. He has traveled the world extensively as a stylist, working with celebrities in the music and entertainment world…. and has collaborated with internationally acclaimed photographers and art directors contributing to cutting edge magazines such as ARENA, ROLLING STONE,THE FADER and INTERVIEW.


Alex More


Alex has an uncanny ability to effectively build  “big ideas” that connect clients to consumers through entertainment, fashion, culture and lifestyle. Prior to joining the P2050 team, More was the global Integrated Marketing and Events Director for The Hollywood Reporter.  In this role, she helped to re-launch the brand into the entertainment powerhouse it is today, reimaging existing marketing platforms to establish new brand identity in 2010 and thus elevate the brand through strategic events, partnerships and press opportunities. Within this scope, More was responsible for the creation of signature events (Oscar Nominees Night, Women in Entertainment, Power Stylists, Key Art Awards), branded festival lounges, category specific events (film premieres), and editorial/promotional integrations.

More spent five years at the Condé Nast Media Group developing and executing multi-million dollar integrated programs for Fortune 500 companies including Nike, Gap, Verizon, and Chevy across Condé Nast’s stable of publications and websites including Vogue, Vanity Fair, The New Yorker, Wired, Glamour, GQ, Golf Digest, Bon Appétit and Allure.  There, More and her team produced the star-studded, televised signature events Fashion Rocks and Movies Rock, in partnership with CBS Television Network, creating and executing customized sponsorship and integration opportunities for advertisers, managing events and partnerships.

Alex currently splits her time between New York City and Los Angeles.


Dana Mason

Dana Mason has been moving mountains for quite some time!  She has built her reputation as a brand builder mainly working behind the scenes where she prefers to operate.  She is an entertainment industry veteran who has 18 years experience in series of marketing roles providing innovative solutions within entertainment industry. Dana started her marketing career in advertising as creative marketing director for Patrick Media Group (now Clear Channel out–of-home- agency). Working with clients ranging from McDonald’s, Hormel Chili, The Cleveland Indians and the Rock and Roll Hall of Fame.

From there, she moved into the entertainment business full time and was hired as the media buyer and planner for Los Angeles based Priority Records. In a short time, Dana took on the role as Senior Marketing Director for Priority Records working with a host of some of today’s most celebrated hip hop/rap pioneers such as Ice Cube, Snoop Dogg and Master P. She expanded her career when she went to EMI Distribution and worked with many top recording artists in rock and pop music such as Tina Turner, The Smashing Pumpkins and David Bowie.

Dana believes that the relationship between brands and bands is an important one.  We are just scratching the surface as to the possibilities that exists beyond just sponsorships.  There is a collaborative innovation story that is just beginning to play out.

Dana graduated from E.W. Scripps of Journalism at Ohio University. She earned her BS Journalism with a focus in marketing and advertising.


Vinod Raghavan


Vinod is naturally curious.  His passion for sports, politics and culture has brought him to many places, and exposed him to experiences that shaped his thinking and strategic approach to social policy and civic engagement.

Vinod Raghavan served as Deputy Domestic Policy Advisor to President William Jefferson Clinton at his post-presidential Foundation, focusing on strategic development to promote the President’s domestic agenda. He subsequently founded Bridgestar, Inc., which provided advisory and transactional services to technology start-ups as well as several large multinational firms with revenues in excess of $100B across industries spanning energy, commodities, financial services, consumer retail, and defense. Vinod was previously a Management Associate at American International Group, focusing on business development for the firm’s $4B Financial Services Division including strategic domestic and international growth initiatives. He also worked at the National Basketball Association where he helped develop the league’s international strategy and drove global revenue-generating opportunities around marketing, licensing, and media sales. Vinod also held positions at JP Morgan Chase and Booz Allen Hamilton.

He holds a Bachelor’s degree as well as a Master of International Affairs and an MBA from Columbia University.


Phil Colón, Founder

54 Thompson Street, 4th floor New York, NY 10010