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-founder of the brand.
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.
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.
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.
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. 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.
Founded in 1897 to meet the needs of prospectors travelling through Seattle on their way to the Klondike Gold Rush, Filson is rooted in over 100 years of Pacific Northwest history. The brand now designs, manufactures, and sells men’s and women’s outdoor clothing, accessories, and luggage. I worked as a creative consultant along with Alex Carelton when the brand was purchased by Bedrock Manufacturing.
Team: Partners+Spade, Alex Carleton
We featured Mark Wystrach From MIDLAND at the American Trade Hotel in Panama for Bonobos Summer 2014. I filmed a impromptu performance by Mark with my iPhone which was the highlight of the trip.
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.
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.
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.
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, Dean Langley, Chandelier Creative.
I photographed my favorite NYC "it" Girls for the launch of Andy Dunn's new women's line called AYR. I also developed all the initial branding and promotional materials. Logo was designed by David McGillivray.
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.
My 11 year old daughter Annette developed an interest in performing from an early age. We collaborated on some songs and created a project called Four Ways Out. We used Marsellus Wallace’s speech in "Pulp Fiction" as fodder for an abusive father figure in video called “LA Privileges” My 9 year old son Griffin plays keyboard in the clip. Whole project was all created on a laptop and filmed on an iPhone.
GQ is a British monthly men's magazine focusing on fashion, style and culture for men where I was the creative director responsible for all concepts, photography, design, artistic and styling direction for the magazine.
Team: Dylan Jones, Paul Solomon, Sam Williams, Gary Cadogan
I helped Global Brands Group Launch Katy Perry footwear. The campaign was inspired by Katy's love of sharp humor and Surrealism. I developed the brand, website, campaign and all assets for the launch of her footwear brand.
Team: Adrienne Angelo, Miles Aldridge, Meat&Potatoes
Some random highlights from my tenure at Bonobos. Best part of my time there was the killer creative team of amazing people I assembled which included: Anoma Whittaker, Sean Sutherland, David MacGillivray, Mac Huelster, Tim McCarthy, Masha Maltsava, Frank Guia, Paulina Ho.
This project is over 10 years old, but was one of the first campaigns that engaged social media stars taping into the burgeoning growth of influencer marketing with real people and their real stories. Converse launch strategy was an early attempt at a multi-platform approach to building an authentic connection to style-savvy millennial consumers.