WORK
Role: Art Director
Agency: Industry
Photographer: Ryan Marie Helfant
Director: Keith McCathy
Shai Gilgeous-Alexander Launch
VR Digital Experience
Role: Creative Director
Agency: Virtue (Europe). Rosie Lee Creative (US)
Brief: Create a digital native experience during earth month that raises awareness for the dedication to sustainable products and initiatives within Converse.
Idea: Launch a VR store on Earth Day where it should not stand, on top of the great pacific garbage patch. The store has one objective; fund the removal of the plastic it sits on and close it down asap
AS BB Prototype Launch
Role: Art Director
Artist: Maxime Manga
Agency: The Different Folk
Project: Create a visual identity for Converse basketball and the launch of the new AS BB Pro Prototype CX
FA ‘23 Global Photoshoot
Role: Art Director
Agency: Works
Photographer: Jason Nocito
Stylist: Karolyn Pho
Project 96.
Role: Creative Director
Agency: Seen
Brief: Build a strategy and program for the brand to drive interest and engagement for limited run products in geographies globally.
Idea: “Project 96” is a loyalty program developed to create energy and buzz around Converse product released 96 pairs at a time. Our strategy simple; to grab the attention at a local market level through guerrilla OOH and geo targeted ads that led the consumer on a cryptic journey starting with whats app chat bots and a timed rollout of social posts. All culminating in a offline shoppable pop up experience. The campaign grew direct engagement on our social channels and created brand awareness with a relevancy.
Basketball Campaign (AUS)
Role: Creative Director | Graphic Designer
Project: Highlight the story of a local in market basketball community, both on and off the court through Converse basketball.
FA ‘18 Photoshoot
Role: Creative Director | Graphic Designer
Photographer: Leonard Greco
Execution: Take otherwise flat digital imagery and give it dimension even within the digital space. Starting with digital files, then printing and folding and cutting before a final scan back. Creating tactile and dimensional images.
Global One Star Launch
Role: Creative Director
Brief: Build a narrative and visual direction for the One Star product. A.K.A. (Darkstar)
Photographer: Alexis Gross
Idea: Skaters in the 90's use to color in the One Star sneakers making it black as a sign of rebellion. With that insight as a launching point, we told the story of the anti hero, the black sheep, the Darkstars. It was important to partner with the right friends of the brand that we could build this narrative with. Our darkstars launched this campaign for us on their own channels across a 24hour window as the sun set (darkstar) in their region of the globe. This continual launch grew brand interest and product awareness culminating in a Camp Flog Gnaw activation at Dodger stadium. The visual language further emphasized this idea of 90’s Darkstars, taking nods from the 90's tape cassette layouts. Production happened at venues where these Darkstars may not normally be found; theaters, downtown rooftops, and posh pools. We had fun.....We let it rip.
Brand Experience
Role: Creative Direction
Responsible for the look, feel, and stories, that prompt a emotional connection with our audience when they interact with our brand. These are some projects I led and built out.
Internal Design Sprint
Role: Photographer | Graphic Designer | Book Maker
Project: Internal design sprint for Spring category. I built the final Japanese stab bound 30x40’ book by hand.
Skate Narrative Film
Role: Creative Narrative | Art Director | Copy Writer
Project: Internal brand narrative film. Used to align all of marketing to a new brand concept to kickoff the season.
Editorial Photoshoot
Role: Photographer | Designer
SP ‘19 Global Campaign
Role: Art Director
Photographer: Leonard Greco
Role: Creative Direction
Project: In support of the Converse Weapon launch we created a character series led by “Alistar Chevalier” the ultimate Converse superfan. We visit him in his room of collectibles, that may be at his mom’s house, we can’t quite tell. His goal is to take over as the Converse Archivist, but he’s just a bit off. His love though for the brand and all things Converse Weapon always shine through!