19 CRIMES SNOOP DOGG CALI × BWS

Creative Direction + Direction + Photography
Campaign + PR Activation · 2026

Created for 19 Crimes Snoop Dogg Cali × BWS through Bolster, this three-day campaign was developed around Snoop Dogg's appearance in Melbourne for the AFL Grand Final.

The concept blurred advertising with celebrity sighting, bringing Snoop's official stand-in, Erik, to Melbourne from the US and placing him throughout the city in the days leading up to the event. Travelling by custom lowrider and appearing across Chapel Street, BWS locations and public activations, the campaign generated real-world encounters, crowds and speculation around Snoop's arrival while integrating 19 Crimes throughout the experience.

Photography and motion were captured and edited in real time, with selected imagery supplied immediately after each activation for press and media distribution. The campaign culminated in coverage of Snoop Dogg himself arriving and performing at the final event, bringing the staged sightings and the real appearance together in the final campaign film.