Associated is a sportswear brand that celebrates the unique style & spirit of the NYC soccer lifestyle. We produced a quarterly newspaper that documents the culture of the burgeoning sport in the USA. I am the creative director and co-counder of the brand.
I helped conceptualized Skincare for Italian fashion house Prada. A skin-care line that featured single-use-size vials, packets, and tubes, each hermetically sealed in its own pouch. Team: Karim Rashid, Alex Gonzalez, Raul Martinez
I am the former creative director at Bonobos, where I led all creative processes in fulfillment of the brand identity and image. I collaborated with the marketing department to develop strategies and implement creative tactics that translate into direct brand communication and public relations efforts. Provided leadership to set the aesthetic tone and direction of content on all social media forums. Team: Ben Watts, Dane Huckelbridge, Sean Sutherland, Frank Guia, Jenny Yieh
I was formerly creative director at Laird+Partners where I rebranded the GAP 1969 denim. All aspects of the brand's packaging and interiors reflected the bold direction of advertising initiatives developed by me. Team: Trey Laird, Patrick Robinson, Blackrose
I worked with Ewen Cameron on the launch of the Ferrari 458 Spider. We commissioned Video artist Marco Brambilla and premiered the film at 2011 Art Basel in Miami. His film titled “RPM” is a visceral, cubist representation of a Formula One driver’s state of mind during a race. RPM was photographed at the Italian Formula One Grand Prix in Monza, then processed in a signature style; Images from the Scuderia Ferrari archives as well as race broadcasts and film clips were sampled to create an abstract and kaleidoscopic series of images which seamlessly unfold in 3D space. The Ferrari event was hosted by Peter Brant, Tobias Meyer and Interview magazine and held at the top floor of Herzog & de Meuron’s parking garage where more than 50 sexy Ferrari cars were parked.
Born To Fit
The 1969 Premium Jeans, named in honor of Gap’s debut year, were completely reworked and redesigned at every level –from design and fit, to fabric, fasteners, and production. The new collection was created with a major focus on fit, premium washes, and styles that accommodate different body types. Gap's reinvented fits and styles can stand up to more expensive premium brands, but at a price point consumers can afford. Gap’s new denim was born to fit. In the same thread, Gap is encouraging fans to reach back to their roots and declare what they were born to do. Team: Trey Laird, Karl Templer, Craig McDean
I helped PMH transform Target from a dowdy Midwestern discount retailer into one of the world’s most iconic brands. We created a look, feel and personality that elevated the Target brand and differentiated it from its competition. Team: Dave Peterson, Aaron Pollack
I developed the monolith concept to reflect the heroic nature & iconic godliness associated with the Kubrick's ‘2001’ where a black monolith is worshiped and held aloft for it’s spiritual, other-worldly prowess. I wanted to imbue PAX2 with this same sense of mystique, an almost religious sense of identity - a precious, almost mysterious thing to be valued and revered. I conceptualized and created all materials for the PAX2 launch.
We used the NYC transit system to showcase the 2012 collection strategically designed for New York city dwellers. From social media to traditional and mobile advertising, we took advantage of various channels to support the new line. Using the power of Tumblr's blogging platform, we created a viral marketing strategy around the hashtag #SubwayStyle, posting street-style pics of fashionable New Yorkers riding the subway. To kick off Fashion Week, Cole Haan & Tumblr hosted a #SubwayStyle blogger event at the New York Transit Museum in Brooklyn. Team: Bartle Bogle Hegarty, Chidi Achara, Dean Langley, Chandelier Creative
I helped Bonobos open a variety of permanent and temporary retail concepts called “GuideShops”. Supplementing their online business with no inventory physical touch points generated sales productivity per square foot on par with best-in-class retailers like Michael Kors. Team: Brad Andrews, David Fudge, Dwight Fenton, Jenny Yieh
JUUL is a new modern alternative to smoking that combines a crisp aesthetic with intelligent design. It features new chemistry and tech to create a fundamentally different, compelling alternative to the traditional cigarette. I created all all branding and advertising for the San Francisco based PAX LABS who developed JUUL with the mission of making smoking obsolete.
Gap’s fall collection reflected the brand's casual American style through modern interpretations of their iconic classics that customers could make their own. The energy and passion for individual style was infused into the campaign by Gap's use of emerging artists and influencers that inspire people to make their mark on the world. Team: Trey Laird, Karl Templer, Mikael Jansson