Edrick Chu (They/Them) is a creative strategist, cultural researcher, and brand marketer based in New York City. Operating across media, agency, and brand environments, they specialize in work at the convergence of emerging technology, youth culture, and new media.
Product Launch
Web3 & NFT Strategy
Retail Activation
We designed a cargo-lab environment connected by HVAC tubing linking glass cases that secured and displayed sample materials, staging the shoe as a living artifact pulled from the future. Guests could purchase a limited-edition tee with the thematically aligned tagline "Oops, you stepped into the future," while robotic dogs carried the shoe through the crowd, turning the release into a moving spectacle.