Strategy, always.

Crossover Creative Labs is a social-first talent x brand collab studio that combines cultural fluency with an integrated marketing mindset to help brands build real, lasting relevance through the relentless pursuit of what resonates.

Ready to show up in fandom without feeling like an ad?

Heading into a big moment, like a championship, premiere or drop?

Launching a product or collab with an athlete, artist, or creator?

Let’s enter the lab.

MILANO-CORTINA WINTER OLYMPIC GAMES

Content Capture, Production, & Social Strategy

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#LISAXBOSE PRODUCT COLLABORATION DROP

Integrated GTM & Social Rollout Strategy

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U.S. FIGURE SKATING CHAMPIONSHIPS

Live Event Social Strategy & Quick Turn Social Video Execution

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TEAM USA X NBC MEDIA APPEARANCES

Social First Coverage: TODAY Show / 30 Rock Appearances, Team USA Media Day, 100 Days Out Press Conferences

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OLYMPIC SEASON SOCIAL COMMUNITY ENGAGEMENT

Social Strategy & Copywriting

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REINVISIONED LEAN IN ORG SOCIAL BRAND

Art Direction, Strategy, Social-First Video Production & Editing

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At Crossover Creative Labs, we believe the most untapped opportunities in marketing live at cultural intersections — where sport meets fashion, where music meets movement, where content serves community, and where deep fan fluency moves brands into relevance.

We operate with a “strategy, always” mindset: thinking critically shouldn’t be reserved for one step of the process or one member of the team.

We build with intentionality, insight, intuition from ideation to activation.

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What We Believe.

In figure skating, a crossover is a fundamental movement used to create power and maintain momentum. Crossovers are as much an on-ramp to triple axels as they are pivotal elements of connection – threading together a flowing story. Good marketing should do just the same.

In a broader context, “crossover” = collaboration. The convergence of forces that, when they meet, create something greater than the sum of their parts.

We believe that some of the most exciting opportunities for brands exist in the crossover spaces — the intersections of culture and community.

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Why Crossover?

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Why

Creative Lab?

Why only use half of your brain? Effective, memorable marketing is an alchemy of art & science, feeling & formula, story & psychology.

As a creative lab, we are as interested in emotional reactions as we are quantitative results. Strong instinct is born from attentive observation and a constant collecting of data, so we offer “strong hunches” a seat at the table alongside performance analytics reports.

We test and learn – pivoting away from what doesn’t resonate, and doubling down on what does.

Social Playbooks

Clear, actionable strategy for how your brand, and the talent you partner with, show up on social.

• Brand social strategy playbooks

• Talent social strategy playbooks

• Partner self-shoot content guidelines••

We work as an extension of your team, adapting to your workflow and bringing social, talent, & fan fluency.

Capabilities

Fandom Insights

We’re lurking in the fan page comment sections for content, product, and partnership signals.

• Fan/audience engagement strategy

• Creator & community activation

• Community-informed recommendations

Event Capture

When the moment calls for it, we're on site capturing fast, social-first content that fans can’t get anywhere else.

• High-profile event coverage

• Mobile videography & photography

• Short-form, quick-turn video editing

Collab & Launch

We design the partnership rollout with a focus on how fans will experience it from first tease to final drop.

• Product x Talent Collab Launch Strategy

• Brand x Talent Content Strategy

• Integrated Organic/ Paid/ Influencer Rollout

• Social Video & Art Direction

Tell us about your collab

Sports

x

Music

x

Fashion

x

Culture

x

Tech

x

Apparel

x

Sports x Music x Fashion x Culture x Tech x Apparel x

Who’s Behind This? 🤳

Lindsay Toia is a social-first strategist and creative working with brands, organizations, and talent across elite athletics, music, luxury & lifestyle.

From Olympic Gold Medalist figure skaters to G.O.A.T.s (cc: Simone Biles) to music artists to Big Tech C-Suite to designers to Vogue editors, she’s concepted, captured, directed, and edited content with talent from all corners of culture.

Before working in marketing, she was a competitive figure skater and science geek – so Crossover Creative Labs feels like it’s been brewing for quite some time.

Ready to enter the lab?

Let’s get to work.