A$AP Rocky event [photo: The New York Times]

A$AP Rocky event [photo: The New York Times]

Spiegeltent installation [photo: Broadway.com]

Spiegeltent installation [photo: Broadway.com]

asap rocky


[2019] Ross wrote and directed the Adobe activation for Giant Spoon, AdWeek’s Breakthrough Agency of the Year. An immersive theatrical event with a constant influx of nearly 2,000 attendees in groups at the Adobe Summit, Vegas, it celebrates the 25th anniversary of the first digital ad by bringing to life the era’s offices and stores.

[2018] Ross cowrote and coproduced the album launch for Grammy-nominated artist A$AP Rocky titled “Lab Rat,” a performance art experience live streamed on YouTube to over 1M viewers. In collaboration with the SFX teams behind Broadway’s Frozen and Harry Potter. Thru Remarkable. NYT WWD Billboard

[2018] Ross wrote, directed, scored, and produced the Off-Broadway free-roaming theatrical experience “Fairgrounds” for up to 1,600 audience members per show at 13 a week, attracting 290,000 total over 4 months. An immersive expansion of the Big Apple Circus brand. New York Times Critic’s Pick.

[2018] Ross conceived and produced at Lincoln Center a social-media-friendly installation-venue. He imported a 2,700 squ ft European spiegeltent, added faux trapeze, lyra, and calliope designed by Matthew Buttrey and, as booker, programmed it as a performance space featuring Tony winners, rising comedians, burlesque acts, and celebrity visitors.

[2018] Ross produced the NY premiere of A.R.T./Harvard’s play “Warholcapote” at Sotheby’s, with a unique site-specific staging surrounded by original Warhols. With Tony winner Roger Bart, written by Rob Roth in collab with The Warhol Foundation and with direction from Tony winner Michael Mayer. It was Sotheby’s first play.

[2013-2017] Ross conceived, wrote, directed, and produced a series of public ticketed pop-up social experiences under 8Players, acclaimed by The Village Voice and New York Times. Strangers underwent narcotic and transporting roleplaying events inside unpredictable narratives. Of 30 8P shows, 5 ran for several years at The Gym at Judson, libraries, lounges, and unused spaces in NY and LA. Feat: cast/crew of You Me Bum Bum Train, Blackout, Sleep No More, Simon Huck’s A. Human, and TV’s Broad City.

Developed, written, and/or produced commissioned work includes: Richard Branson’s Virgin Voyages; the 2018 Meta-Narrative for 500 guests at The FoST Summit; Adobe; Jagermeister; Grindr; TBS; Bret Easton Ellis; consultant on StoryCourse by Adam Kantor (The Band’s Visit), Brian Bordainick (DinnerLab), and with Benj Pasek (Dear Evan Hansen); VR/AR work for Nokia; PartnerPlay (upcoming).

“A$AP Rocky was thinking outside of the box by putting himself inside one; ‘Lab Rat’ served as commentary on the screen-obsessed culture of today. Guests filmed the rapper on their screens, as fans watched the happening on their computer and phones, thanks to a live stream of the event on YouTube. A$AP Rocky was like a zoo animal enclosed in a cage, surrounded by gawkers, a feeling that is surely commonplace amongst celebrities.   

At the end of the day, just as Jay-Z, Kanye West and Solange did before him, A$AP Rocky used performance art as a clever marketing platform. During the event, he unveiled the new sneaker that’s a result of his collaboration with Under Armour; the clothes he wore were designed by one of his favorite designers, Calvin Klein’s Raf Simons; and when it wrapped, he revealed the cover art for “Testing,” which supposedly drops this Friday and shows silhouettes of the heads of A$AP Mob in a circle. Watching ‘Lab Rat’ certainly was more entertaining than your typical record release party.”

— Forbes