I worked as a freelance Senior Art Director providing concept and design support to the Creative Director.
adidas// FIND FOCUS
client: Adidas Athletics
project: Find Focus // Integrated Brand Campaign
role: Associate Creative Director
Creative direction from concept to execution.
This campaign aimed to consolidate Adidas' brand messaging.
Independently of an agency, we developed a positioning strategy that could honestly represent Adidas' core values of creativity and world class athletics.
In a effort to push up against Nike's "Just Do It", and their domination in technical and performance sport, we encouraged Adidas to own a more culturally relevant truth; the need for mental strength.
In our ever-expanding digital and social world, distraction is what holds us back from Just Doing It. We must have mental strength to achieve anything physical. Mental strength is the core thread between sport, creativity, and life in general.
"Find Focus" is the first communication campaign to roll out this strategy, leveraging Adidas' new Z.N.E Hoody and their Athletics Collection.
5 global athletes were use to express their personal stories of focus and what it's like to be in the mind of an athlete when it counts most.
These stories allow us to connect an athlete's ability to focus, with the lives of Adidas' consumers and their personal distractions.
Storytelling gave truth to the brand, and the product in turn became a necessity to help achieve focus.
The hashtag #findfocus performed better than #justdoit and the videos generated in total more than 3M views during the weekend of the launch. The Z.N.E hoody sold out almost everywhere in the world.
client: HQ’S 459
location: Dubai, UAE
project: Brand Development
role: Creative Director
Lead the team in design, art direction, strategy, and content development.
From ethos to restaurant opening, I developed a brand strategy at La Mer, a new beachside development in Dubai. Working with the Executive Chef we launched a restaurant; from sourcing to staffing to design, we successfully launched on time.
project: Architectural Design and Fabrication
role: Creative Director
As creative director, I developed designs for several WeWork locations across the US, including NYC, Denver, and Atlanta. My team designed, fabricated and installed fixtures across all locations.
client: Salvatore Ferragamo
project: Line Sheet
role: Art Director and Content Manager.
Photographed and laid out new prototypes that were available for the Golden Globe Awards in Los Angeles.
project: Brand/ Product Development
role: Executive Creative Director
Developed, and designed architectural wood grilles for residential and commercial use. Provided art direction, photography and design for marketing and web content.
client: Jessica Faulkner
project: Brand Campaign
role: Associate Creative Director + Photographer
Art direction, and Photography
motel coup d'état
project: Fine Art//Gallery Exhibition
role: Creative Director + Photographer
A gallery exhibition in Downtown Los Angeles during Fashion Week at Saint Vibiana Cathedral. All plates were sold on opening night.