SHOW: All
FILTER BY CONTRIBUTION: Art Direction, Brand Design, Brand World-Building, Creative Direction, Design Direction, Energy Drink Development, Graphic Design
FILTER BY DELIVERABLE: Animated Film Series, Brand Guidelines, Brand Video, Conceptual Work, Campaign, Packaging Design, Product Photoshoot, Spatial Design
FILTER BY CONTRIBUTION: Art Direction, Brand Design, Brand World-Building, Creative Direction, Design Direction, Energy Drink Development, Graphic Design
FILTER BY DELIVERABLE: Animated Film Series, Brand Guidelines, Brand Video, Conceptual Work, Campaign, Packaging Design, Product Photoshoot, Spatial Design
Oakley Future Genesis
2022-24
With Kamp Grizzly, Revanant
Contribution:
Art Direction
Brand World-Building
Design Direction
Deliverables:
Animated Film Series
Campaign
2022-24
With Kamp Grizzly, Revanant
Contribution:
Art Direction
Brand World-Building
Design Direction
Deliverables:
Animated Film Series
Campaign
For Oakley Future Genesis, the challenge was to reestablish Oakley's reputation as an innovative brand while honoring its rich legacy. Leveraging Oakley's decades-long commitment to cutting-edge design, we crafted a brand narrative featuring Max Fearlight and his daughter, Maxine Fearlight, bridging the brand's past achievements with its future aspirations.
The opportunity lay in Oakley's history of groundbreaking products and their Purpose Beyond Reason philosophy, providing a solid foundation for our creative direction. In my collaboration with Kamp Grizzly and Oakley, we developed an engaging Animated Film Series and a comprehensive 360 Campaign, breathing life into Oakley's brand fiction.
My role as Art and Design Director involved shaping the visual identity of both the animated series and the campaign. Additionally, I contributed to the brand's world-building efforts, ensuring a cohesive and impactful narrative throughout. With with 85.9 million+ impressions globally, Future Genesis stands as Oakley's highest performing piece of brand content in its history, affirming the success of our approach in reinvigorating the brand's legacy while charting a course for its future. This campaign has not only reconnected Oakley with its pioneering spirit but has also laid a solid foundation for the brand's continued evolution and innovation.
The opportunity lay in Oakley's history of groundbreaking products and their Purpose Beyond Reason philosophy, providing a solid foundation for our creative direction. In my collaboration with Kamp Grizzly and Oakley, we developed an engaging Animated Film Series and a comprehensive 360 Campaign, breathing life into Oakley's brand fiction.
My role as Art and Design Director involved shaping the visual identity of both the animated series and the campaign. Additionally, I contributed to the brand's world-building efforts, ensuring a cohesive and impactful narrative throughout. With with 85.9 million+ impressions globally, Future Genesis stands as Oakley's highest performing piece of brand content in its history, affirming the success of our approach in reinvigorating the brand's legacy while charting a course for its future. This campaign has not only reconnected Oakley with its pioneering spirit but has also laid a solid foundation for the brand's continued evolution and innovation.
Adidas Mahomes II
2024
With Kamp Grizzly
Contribution:
Art Direction
Design Direction
Deliverables:
Campaign
Product Photoshoot
2024
With Kamp Grizzly
Contribution:
Art Direction
Design Direction
Deliverables:
Campaign
Product Photoshoot
The challenge for Adidas Mahomes II lay in crafting an iconic footwear campaign around Patrick Mahomes' latest training silhouette. Drawing on Mahomes' unmatched achievements and unwavering dedication, our goal was to capture his energy, determination, and the hours spent in training as the basis of our campaign.
The opportunity emerged when Adidas provided compelling training photography, showcasing Mahomes' relentless commitment to excellence. This provided the perfect canvas to infuse Mahomes' persona into the campaign, incorporating his "2PM" moniker into the angle of our hero product shots and infusing both athlete and product photography with a dynamic sense of energy through our photo treatment. To ensure seamless messaging across all platforms, we devised a flexible design system, allowing for consistency and impact throughout while remaining flexible.
In my capacity as Art Director, I spearheaded the creation of the campaign's overall aesthetic and led the development of the design system, ensuring every element resonated cohesively.
The opportunity emerged when Adidas provided compelling training photography, showcasing Mahomes' relentless commitment to excellence. This provided the perfect canvas to infuse Mahomes' persona into the campaign, incorporating his "2PM" moniker into the angle of our hero product shots and infusing both athlete and product photography with a dynamic sense of energy through our photo treatment. To ensure seamless messaging across all platforms, we devised a flexible design system, allowing for consistency and impact throughout while remaining flexible.
In my capacity as Art Director, I spearheaded the creation of the campaign's overall aesthetic and led the development of the design system, ensuring every element resonated cohesively.
Ice Queen
2018-Ongoing
Photo styling by Beverly James Neel
Contribution:
Creative Direction Brand Design
Deliverables:
Brand Guidelines Packaging Design
2018-Ongoing
Photo styling by Beverly James Neel
Contribution:
Creative Direction Brand Design
Deliverables:
Brand Guidelines Packaging Design
In the fiercely competitive frozen dessert market, the challenge was clear: create a brand that not only stands out but also captivates the hearts and palates of consumers. The opportunity arose with Ice Queen founder Rebecca Smith, whose rich heritage brings a piece of her Bay Area childhood right into Portland's heart with every frozen treat she makes.
The solution was Ice Queen's vibrant brand identity, characterized by an undulating cloud design system and a playful fusion of typography influenced by the Chicano art Rebecca grew up around. This visually striking identity not only grabs attention on store shelves but also beckons new customers daily, drawn in by Ice Queen's distinct perspective in the space.
The success of Ice Queen's brand didn't stop there. It has since extended to a Portland, Oregon storefront, transformed into a whimsical, candy-painted ice cave. This immersive spatial design further elevated the brand's appeal, creating a sensory experience that resonated with customers.
Recognized for its innovation and creativity, Ice Queen was honored with the title of Best Vegan Ice Cream brand in America 2023 by VegNews—a testament to its growing influence and popularity.
The solution was Ice Queen's vibrant brand identity, characterized by an undulating cloud design system and a playful fusion of typography influenced by the Chicano art Rebecca grew up around. This visually striking identity not only grabs attention on store shelves but also beckons new customers daily, drawn in by Ice Queen's distinct perspective in the space.
The success of Ice Queen's brand didn't stop there. It has since extended to a Portland, Oregon storefront, transformed into a whimsical, candy-painted ice cave. This immersive spatial design further elevated the brand's appeal, creating a sensory experience that resonated with customers.
Recognized for its innovation and creativity, Ice Queen was honored with the title of Best Vegan Ice Cream brand in America 2023 by VegNews—a testament to its growing influence and popularity.
Oakley Prizm
With Kamp Grizzly
2023
Contribution:
Art Direction
Design Direction
Deliverables:
Campaign
Brand Video
With Kamp Grizzly
2023
Contribution:
Art Direction
Design Direction
Deliverables:
Campaign
Brand Video
The challenge with Oakley Prizm was to reintroduce its cutting-edge, technically advanced lens technology in a way that resonated with both unprofessional athletes and regular people. The opportunity lay in showcasing Prizm's unparalleled performance—once experienced, its advantage becomes unmistakably clear.
Our solution involved crafting an engaging 360-degree campaign that married irreverent messaging with captivating product photography. By featuring astonished athletes experiencing the transformative power of Prizm firsthand, we aimed to convey its awe-inspiring benefits to viewers.
Central to our approach was the "line of sight" visual treatment, which directly communicated Prizm's advantages in a clear and impactful manner. This visual motif extended across action photography and video, creating a cohesive narrative that underscored Prizm's superiority.
Our solution involved crafting an engaging 360-degree campaign that married irreverent messaging with captivating product photography. By featuring astonished athletes experiencing the transformative power of Prizm firsthand, we aimed to convey its awe-inspiring benefits to viewers.
Central to our approach was the "line of sight" visual treatment, which directly communicated Prizm's advantages in a clear and impactful manner. This visual motif extended across action photography and video, creating a cohesive narrative that underscored Prizm's superiority.
