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.
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.
Adrenochrome Energy
With Riley Hoke
2023
3D by Brandon Braun
Photography by Cecilia Poupon, Dylan Nelson
Contribution:
Art Direction
Brand Design
Energy Drink Development
Deliverables:
Campaign
Brand Video
Packaging Design
With Riley Hoke
2023
3D by Brandon Braun
Photography by Cecilia Poupon, Dylan Nelson
Contribution:
Art Direction
Brand Design
Energy Drink Development
Deliverables:
Campaign
Brand Video
Packaging Design
In launching Adrenochrome Energy, the challenge was to channel the bombastic energy of early 2000s energy drink advertising in a modernized way.
The opportunity arose from the freedom to craft not just the brand's messaging, but also its flavor, coloring, and overall experience.
Adrenochrome Energy—a blood-red, kiwi-strawberry flavored energy drink that embraces an appropriately extreme, blood-themed approach.
We juxtaposed sterile, medical-inspired brand elements with gory macro fruit photography to evoke a sense of vampiric luxury.
The opportunity arose from the freedom to craft not just the brand's messaging, but also its flavor, coloring, and overall experience.
Adrenochrome Energy—a blood-red, kiwi-strawberry flavored energy drink that embraces an appropriately extreme, blood-themed approach.
We juxtaposed sterile, medical-inspired brand elements with gory macro fruit photography to evoke a sense of vampiric luxury.
The Webby Awards
With Kamp Grizzly
2021
Contribution:
Art Direction
Graphic Design
Deliverables:
Campaign
With Kamp Grizzly
2021
Contribution:
Art Direction
Graphic Design
Deliverables:
Campaign
The challenge was to encapsulate the malfunctioning, digital-first reality of Covid-19 within the event identity of the 25th annual award ceremony. With the event transitioning entirely to a digital format due to Covid, there was a unique opportunity to weave a narrative through the event's identity.
Our solution involved orchestrating a gradual devolution of the Webby Awards identity over the week leading up to the event. Through intentional glitches and malfunctions in every aspect of communication—graphics, motion, and sound design—the identity reflected the chaotic and unpredictable nature of the digital landscape during Covid times. This crescendo of glitches culminated in a climax of exuberant chaos during the remote award ceremony.
This approach not only mirrored the challenges and uncertainties faced during the pandemic but also transformed them into a creative expression that resonated with audiences.
Our solution involved orchestrating a gradual devolution of the Webby Awards identity over the week leading up to the event. Through intentional glitches and malfunctions in every aspect of communication—graphics, motion, and sound design—the identity reflected the chaotic and unpredictable nature of the digital landscape during Covid times. This crescendo of glitches culminated in a climax of exuberant chaos during the remote award ceremony.
This approach not only mirrored the challenges and uncertainties faced during the pandemic but also transformed them into a creative expression that resonated with audiences.
