Irwin Rommel Suba
Producer | Creator Events, Brand Activations & Video Production
PROJECTS
Create No Matter What
Integrated commercial campaign celebrating creators and resilience.
Role : Producer, Media Planner
Format : Commercial
Brand : Adorama
Scope : Pre-production, crew + talent coordination, on-set production, post-production
Impact:
Generated 94,000 UGC submissions, 3B+ impressions, and 5.3M engagements — one of Adorama's highest-performing campaigns on record
Drove 30K+ new email leads, significantly growing Adorama's owned audience during a critical period
Delivered 35% YoY Q4 revenue growth in 2020, largely attributed to repositioned electronics driven by the campaign narrative
Campaign resonated so deeply with Adorama's community that it was adopted as the brand's official slogan, cementing long-term brand alignment and cultural relevance
Recognized as a Shorty Award Finalist for Best Hashtag Campaign
GLD x Bloody Osiris: Built from the Ground Up
Product launch campaign blending fashion, culture, and storytelling.
Role : Producer, Media Lead
Format : Product Launch
Brand : GLDScope : Concept development, scripting, production execution, social rollout
GoPro HERO9 Launch
Multi-platform product launch campaign featuring creator-led storytelling.
Role : Producer, Talent Producer, Social Media Lead
Format : Product Launch
Brand : GoPro, Adorama
Scope : Concept development, on-set production, talent coordination, post-production, social activation
Impact: YouTube launch video surpassed 2M views, making it Adorama's 2nd most-viewed video of all time and a 3,900%+ increase over the GoPro Hero 8 launch video (50K views)
Creator's Instagram Reel generated 28K+ organic likes
Sold 500+ units at launch generating $200K+ in revenue — a 150% increase in units sold compared to the Hero 8 launch (200 units)
Demonstrated the direct revenue impact of creator-led, social-first product launch strategy
Sammy Rae & The Friends — Talk It Up
Narrative-driven music video blending performance and storytelling.
Role : Producer
Format : Music Video
Brand : Adorama
Scope : Concept development, pre-production, location scouting, crew coordination, creative direction, on-set production, post-production
SunnySports presents Belonging with Donal Boyd
Brand launch commercial for SunnySports (sporting goods and leisure), shot in Iceland and centered on identity, movement, and connection through travel.
Role : Producer, Location Scout, Media Planner
Format : Commercial
Brand :SunnySports
Scope : Concept development with talent, sponsor funding, international location scouting, on-location production (on-set producer + second camera), post-production oversight, media buying
New York Rhapsody
Short film exploring music, culture, and city life.
Role : Producer, Festival Coordinator
Format : Adorama
Brand : GoPro, Adorama
Scope : Concept collaboration, pre-production (location, talent, licensing), on-set production, post-production, festival submissions
Impact : As creative New Yorkers themselves, Adorama’s video team put its heart and soul into “New York Rhapsody,” and it showed. The video received awards in over 20 global film festivals, including Best Experimental Short at the Gold Movie Awards, Best Cinematography at the Florence Film Awards, and Best Experimental Short at the Golden Knight Malta International Short Film Festival. Add the video’s over 740,000 YouTube views and over 2 Million Facebook views.
Fit Check: ComplexCon Edition
Fast-paced, social-first content capturing style and culture in real time.
Role : Producer, Shooter, Editor
Format : Short-Form Vertical Content
Brand : GLD
Scope : Concept ideation, talent sourcing, production, editing, publishing
Styling on a Budget with Lindsay Adler
Live photography tutorial designed for real-time audience engagement.
Role : Producer, Shooter, Social Media Strategist
Format : Instagram Live
Brand :Adorama, Canon
Scope : Live production, talent direction, audience engagement
Award : Shorty Award — Best Instagram Live
Pursue Greatness
Motivational commercial campaign focused on ambition and performance.
Role : Producer, Media Planner
Format : Commercial
Brand : Alexander Watch
Scope : Concept development, pre-production, on-set production, final delivery
Through The Lens: Cuba
An 8-episode documentary series following Sony Alpha Collective creators as they explore Cuba through their lens.
Role : Supervising Producer, Social Media Lead, Talent Producer
Format : Branded Documentary Series
Brand : Adorama, Sony
Scope : Concept development with Director; secured on-camera talent, built out crew, and led location scouting; traveled on location in Cuba as producer and assistant camera; produced social content on-site; oversaw post-production and social rollout.
Award : Shorty Awards — Bronze Honor (YouTube Partnership)
EVENTS
Adorama Halloween SFX Workshop
Hands-on cinematic SFX workshop combining education and immersive production.
Role : Experiential Producee, Creator Relations Lead
Brand : Adorama, Profoto, Nikon, Canon, Sony
Scope : End-to-end event production including concept development, venue sourcing, budget management, permitting, lighting and staging design, AV coordination, talent and creator sourcing, contract negotiation, run-of-show development, on-site execution, and post-event recap and reporting.
GLD at ComplexCon 2025
Two-day cultural activation blending fashion, music, and live content.
Role: Social Media & Activations Lead
Brand : GLD
Scope : Content strategy, live capture, talent integration, social distribution
Impact : 7M+ impressions, 100+ content pieces
Adorama x Sony Workshop @ Sony Square NYC
Large-scale photography event bringing together creators and cutting-edge gear.
Role : Experiential Producer, Creator Relations Lead
Brands : Adorama, Sony
Scope : End-to-end production of a sold-out large-scale creator event at Sony Square NYC — including concept development, venue coordination, budget management, creator sourcing and contract negotiation, lighting and staging design, AV coordination, run-of-show development, brand partnership management with Sony, on-site production leadership, content capture strategy, and post-event recap and reporting.
Adorama Fashion Photography Workshop
Full-day immersive workshop covering commercial, editorial, and beauty photography.
Role : Experiential Producer, Creator Relations Lead
Brand : Adorama, Canon, Profoto
Scope : End-to-end event production including concept development, multi-set design and build-out, venue coordination, budget management, lighting and staging design, AV coordination, talent sourcing and contract negotiation, run-of-show development, workshop programming and curriculum structure, stylist and crew coordination, on-site production leadership across multiple simultaneous shooting sets, content capture strategy, UGC activation, and post-event recap and reporting.
Global Photo Walk Series
Organized 50+ photo walks across global cities including Tokyo, New York, and Hong Kong, with 5K+ total attendees; secured top hosts and brand sponsors, and led end-to-end execution.
Adorama Jingle Ball Activation 2022
Photobooth activation at the Z100 Jingle Ball All-Access Lounge featuring fashion photographer and America’s Next Top Model judge Nigel Barker.
Role : Experiential Producer, Talent Relations, PR Lead
Brand : Adorama
Scope : End-to-end concept development and production including creative ideation, venue coordination, talent booking and contract negotiation with Nigel Barker, PR coordination and media outreach, brand partnership management, staffing, run-of-show development, on-site production leadership, and content capture strategy.
Impact : 2,000+ booth interactions, 5,000+ pieces of UGC generated, digital brand presence delivered to a sold-out ~20,000-person arena via in-arena screen placement, and broad press and social coverage.
Selected Clients & Collaborators
ABOUT
Irwin Rommel is an award-winning brand marketing leader and producer with 12+ years of experience at the intersection of experiential events, creator marketing, and social media. Known for building creator programs from the ground up, producing large-scale brand activations, and delivering data-driven campaigns that drive community and measurable results. He has partnered with leading brands across photography, music, fashion, and culture to create immersive experiences that move culture and turn customers into loyal fans.