Welcome to your world. These are your personality. These are the stories you want to tell that get people on board with what you're selling. Be it a shirt, a trip, a delicious snack, a skill, or a philosophy, this is where the stories that cascade through your entire brand presentation are born. They vary from the evergreen to the one-off, and while they don't always have to look the same, they have to rhyme. They challenge you to balance a monotonous devotion to brand standards and the need to create unique and exciting targeted moments. They are the drum beat and the jazz hands.
ORVIS FLY FISHING: CREATIVE DIRECTION / PHOTO DIRECTION / DESIGN
ORVIS DOWN THE HATCH FESTIVAL: CREATIVE DIRECTION / DESIGN
ORVIS HELIOS 3 LAUNCH: CREATIVE DIRECTION FOR PRODUCT BRANDING / SHOW BOOTH DESIGN / RETAIL DESIGN / ILLUSTRATION / "ACCURATE FROM ANYWHERE" ANGLER CREATIVE BY AGENCY PARTNER ADMIRABLE DEVIL.
ORVIS FLY-FISHING 101 OMNI-CHANNEL CAMPAIGN: CREATIVE DIRECTION / DESIGN
ORVIS HOLIDAY CAMPAIGN: CREATIVE DIRECTION / PHOTO DIRECTION / DESIGN / ILLUSTRATION
JACK NICKLAUS SPORTSWEAR BRAND EVOLUTION: CREATIVE DIRECTION / PHOTO DIRECTION / DESIGN / ILLUSTRATION
Tiger Woods came on the scene, and suddenly, the whole world was watching golf. As Tiger effortlessly tore through the competition, the legacy of Jack Nicklaus stood in the way of ultimate greatness. With the golf world's attention on the rivalry, it provided a perfect opportunity to open up the Nicklaus apparel brand to a new audience. Combining heritage styles with high-performance fabrications and modern fits gave Jack Nicklaus Sportswear a unique and relevant voice in an evolving market.
I got to creative direct the whole visual package. I directed and styled photoshoots, designed product trims and branding, marketing collateral, retail and digital assets, catalogs, and trade show presentations.
JACK NICKLAUS SPORTSWEAR BRAND EVOLUTION: CREATIVE DIRECTION / PHOTO DIRECTION / DESIGN / ILLUSTRATION
AUSTIN REED: CREATIVE DIRECTION / DESIGN / ILLUSTRATION
My employer owned the license to sell Austin Reed in the United States. This was a tight-budget private-label retail play, so the creative presentation was a trim package and retail signage. Luckily, we had access to the Austin Reed archives. As a brand with a deep history in the UK, there was lots of vintage brand ephemera going back to the early 20th century to mine, and it provided the ingredients and inspiration for a pretty cool creative moment I like to share.
CAFFEINE ACADEMY 2024 CREATIVE KIT: CREATIVE DIRECTION / DESIGN
