Lateef Garrett is a Los Angeles-based Creative Director, Consultant, and Founder. His work blends storytelling, cultural strategy, and product development across music, sports, and lifestyle.

Raised by a music video director and a TV producer, Lateef grew up on set, absorbing the rhythms of production and the power of story. He attended an alternative arts-focused school where creativity and self-awareness were prioritized over grades, laying the foundation for his instinctive approach to brand building.

After launching his first company, Shake The Hand, and working with brands like Disney, Adidas, and Complex, he transitioned into artist management and creative strategy for names like TOKiMONSTA, Flosstradamus, and Valentino Khan.

In 2020, Lateef became the founding Creative Director of Culture Jam, a music venture with NBA star Kawhi Leonard featuring artists like Lil Uzi Vert, Gunna, and Ty Dolla $ign. The project earned over 200M global streams and helped bridge hip hop and pro basketball through original storytelling.

He has since led national campaigns for ESPN, March Madness, WNBA All-Star, and WNBA Playoffs.

Lateef continues to help artists, athletes, and founders turn their ideas into iconic, culturally resonant brands.