Matthew Gant's Work | ContraWork by Matthew Gant
Matthew Gant

Matthew Gant

Content director making brands fluent in culture.

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Inglewood, USA

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Inglewood, USA

The WNBA brought me on as a creator partner for its WNBA '96 activation at ComplexCon LA, marking the league's 30th season. I developed and delivered a three-post series across Instagram and TikTok: a pre-show teaser, an on-site walkthrough, and a recap. The series told the league's origin story through an archival, culture-first lens. What I did: Story development: I framed the campaign around the league's origin: the 1996 Olympic team, the first WNBA game in Inglewood, and why that first night still holds the league's regular-season viewership record nearly 30 years later. Scripting: I wrote the teaser script and moved it through client review, folding in notes from the WNBA team and the project lead while keeping my voice. Fact-checking: I double-sourced every claim, including viewership records, the Hall of Fame enshrinement, and the Olympic run, so the content could survive an informed comment section. Brand safety: I reviewed the script for risk and flagged lines that could pull a sponsored post into divisive discourse. Production and posting: I covered the on-site booth activation and delivered platform-specific captions for Instagram, TikTok and YouTube. Deliverables: Pre-show teaser, Day 1 on-site walkthrough, weekend recap. Partners: WNBA, Playa Society, ComplexCon, Complex
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adidas x Entire Studios FW26: Editorial Launch Video I partnered with Entire Studios to create an editorial video for the launch of its FW26 collection with adidas. The brief was to introduce the collection; I made it a video essay instead of a product ad. It argues that code-switching, and the way 2020 merged work, gym, and home into one room, make a case for a wardrobe that blends sportswear and tailoring. End-to-end: Concept, script writing, production, editing.
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Cover image for Blood Sweat Cash is Out
Blood Sweat Cash is Out There's skate event franchise, built around skating with Nyjah Huston for a $10K prize pool. I planned the social-first video strategy, shot Nyjah's announcement video, and mapped on-site capture to feed a hype reel, skater and brand edits, and social cutdowns. The event drew an estimated 600 to 700 attendees and a wave of user generated content.
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Cover image for PODCASTS
PODCASTS
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