Perry Ellis America is a collection aimed at celebrating the brand’s 90’s heritage through archival re-issues and fresh streetwear-influenced takes. Perry Ellis America Capsule V needed an engaging campaign concept that not only highlighted product but provided a sense of aspiration.
The concept for Perry Ellis America Spring 2020 takes subtle cues from the collection’s nautical influence. Our talent is captured in the abstract expanse of an outdoor water stage. The saturated, color-blocked collection stands out against stark white walls, while bright aqua water features and open blue skies provide pops of color and energy. Finally, an era-appropriate sports car adds a moment of urban nostalgia, confidence, and indulgence.
Creative Strategy, Concept, Casting, Location, Art Direction
With bold, bright prints, Original Penguin is a brand that excels in the warmer seasons. For the brand’s Fall 2019 collection, the challenge was to provide a concept that brought energy to a traditionally darker and moodier seasonal palette and product range.
Set in the vibrant streets of New Orleans, the concept for Fall 2019 is centered around the brand’s rich musical heritage. Partnering with Flood Magazine, we paired the legendary Preservation Hall Jazz band with the rapper Pell, to create a multi-generational campaign that featured an original track and full-length music video alongside traditional advertising and social assets.
Creative Strategy, Concept, Casting, Location, Art Direction, Ad layout
With a need to increase content output without significant budget impacts, Original Penguin was in need of a fresh approach for their Spring 2020 campaign.
The concept that was developed is centered around an ensemble cast. Set in the sun-drenched oasis of Palm Springs, we follow this diverse group as they wander and explore mid-century streets, roadside motels, and even take an underwater dip. With a wide array of talent and settings, photo and video teams were able to execute increased shotlists simultaneously.
Ad layouts for the season pair up-close lifestyle shots with scenic background plates to drive a sense of energy and narrative.
Creative Strategy, Concept, Casting, Location, Art Direction, Ad layout
Perry Ellis America is a collection aimed at celebrating the brand’s 90’s heritage through archival re-issues and fresh streetwear-influenced takes. Delivering back-to-back, Capsules II & III of this collection needed a campaign concept that connected the two yet provided a point of difference.
The concept developed is an update to the classic, nautical, all-American sportswear campaigns from the 1990s. As these stylings have since been championed by the streetwear crowd, a younger, ethnically diverse cast was chosen and placed on a luxury yacht with the iconic New York City skyline as the background. Separate casts and the transition from day to night bridge the two capsules while maintaining a level of independence.
Creative Strategy, Concept, Location, Art Direction
Original Penguin has a rich history as an American menswear heritage brand. Seeking to adapt some of the brand’s iconic detail and styling to launch a womenswear line, the challenge was to not only develop a shoot concept that complimented the season’s existing menswear campaign, but to also establish a tone and personality for the ‘Original Girl’.
The art deco streets of South Beach, Miami were chosen as the setting, mirroring the season’s menswear campaign shot in sunny Palm Springs, California. Our ‘Original Girl’ was cast as a not-so girl next door type — An enigmatic blend of confidence, independence, and approachability.
Creative Strategy, Concept, Casting, Location, Art Direction
Original Penguin was in need of a way to share their unique brand story with consumers and partners alike.
With a non-existent pool of archival assets and an inherent sense of humor within the brand DNA, I proposed that the brand’s story would best be told through animation. Partnering with an art and animation team, we developed a story that is informative, entertaining, and evergreen.
Creative Strategy, Art Direction
The following is a variety of still life product photography supporting various brands and messaging strategies.
Creative Strategy, Concept, Propping, Art Direction
For Btemptd’s Spring 2020 Campaign I partnered with a small team to execute all photo and video needs for the season.
Creative Strategy, Production, Video Direction, Art Direction
Perry Ellis was in need of a video campaign to launch a new fragrance in an on-going series. While previous campaigns in this fragrance series were centered around lighter notes and aquatic settings, Perry Ellis Bold Red was intended launch as a deeper scent, with spicier, muskier notes.
Calling back to previous series campaigns, this concept replaces tranquil pools with a rocky beach. The boldness and aggression of the sea is balanced with the intensity of our talent and the setting sun provides a palette in-line with our namesake.
Creative Strategy, Concept, Art Direction
The following is a variety of visual display projects for various brands including: tradeshow display, store windows, showrooms, and events.
Creative Strategy, Concept, Propping, Merchandising
For Summer 2018 Original Penguin was seeking a way to tie in their Original Tracks artist program with their seasonal ad campaign.
This concept replaces traditional talent with recording artist Bryce Vine in a setting meant to call back to the hazy summer days of childhood years. An empty swimming pool was chosen as the primary setting, providing a sense of nostalgia and intrigue. The narrative concludes with sunset streets and a trip the corner store. An original track and full-length music video were captured alongside traditional advertising and social assets.
Creative Strategy, Concept, Casting, Location, Art Direction
Perry Ellis America is a collection aimed at celebrating the brand’s 90’s heritage through archival re-issues and fresh streetwear-influenced takes. The brand’s was seeking a campaign that connected the sportswear offering with a new fragrance launch.
The concept closely follows the sportswear campaign developed for this range but with a heavier focus on sexuality and sensuality, meant to intrigue and entice viewers of any persuasion to this unisex fragrrance.
Creative Strategy, Concept, Location, Art Direction
As an American heritage brand, Original Penguin has decades of design inspiration to draw from. Unfortunately, such a varied archive of design aesthetic was creating a disjointed store design concepts. The brand was in need of a unified shop design that called back to it’s heritage while still looking forward.
Partnering with a leading retail design agency, I led the concept and development of a new retail store design along with design direction for shop-in-shop presentations within key department stores.
Balancing the brand’s 1950’s heritage with their inherent sense of humor, we developed an aesthetic we refer to as “Mid-century Quirk”. With bright colors and bold patterns being a hallmark of the brand, we settled on a masculine neutral palette of navy, off-white, and warm walnut in order to compliment and not detract from seasonal offerings. Modular fixture systems allow for varied display options and furniture and props help to create a relaxed, inviting environment.
With many global partners, the brand was also in need of an exciting and informative way too rollout this new store design concept. We developed a VR app that provided partners a first-hand experience of what this new store concept would look like in person. Full design manuals were also provided to ensure cohesive execution.
Creative Strategy, Concept, Materials, Layout, VR App Development, Guidelines Rollout
Perry Ellis is a brand focused on versatility. By showcasing seasonal collections in a variety of natural and metropolitan settings, the goal is to portray product that will always keep you ‘Life Ready.’
For the brand’s Holiday 2019 collection we juxtaposed the sleek NYC skyline and loft interiors against the rocky beaches of upstate New York.
Creative Strategy, Art Direction
Original Penguin realized that their millennial consumer base places a deep value on brand philanthropy. For the past several years the brand has partnered with leading wildlife conservation group Oceana in order to drive awareness and donations towards wildlife conservation, specifically benefiting their namesake bird, the penguin.
In order to drive awareness, I led development of an animated segment highlighting the dangers and issues that wild penguins are facing to their habitats. This informative piece wraps with a simple call to action — for each social ‘share’ that the video receives, the brand would donate $1 towards Oceana’s efforts. The campaign ran under the title Project #ShareConservation and has been one of the brand’s most successful social campaign while raising considerable funds benefiting wildlife conservation.
Creative Strategy, Concept, Art Direction
With over 65 years as an American sportswear brand, Original Penguin has lived through a variety of visual identities. Most of these iterations leaned into brand’s retro heritage and were often too kitschy — detracting from the brand’s modern product offering and market positioning.
To establish a more modern identity, I directed and executed a full refresh of all brand visual elements. At the base of the project was the definition of new brand colors, fonts, and logo treatments. Elements were chosen that were neutral, modern, and masculine while still maintaining a level of playfulness. With a clear aesthetic in place, I rolled out these elements across all brand channels including: store design, signage, POS materials, hangtags, e-commerce sites, social accounts, and corporate stationary.
This brand identity refresh was presented and distributed to global partners through a series of guidelines and manuals. The following pages are an excerpt from the Global Brand Guidelines Manual.
Creative Strategy, Concept, Art Direction
Original Penguin is a brand that has deep roots in music. In order to highlight their past and shine a light on modern Originals, the brand developed a music video program title ‘Original Tracks’. In collaboration with Flood magazine, rising artists were selected to be featured in brand marketing campaigns and produce full-length music videos for new or alternate versions of songs.
For the past several years I have helped select and pair artists with brand marketing campaigns, creating some truly unique musical performances.
Creative Strategy, Location, Casting
Gotcha is a heritage Southern California surf/skate brand that rose to fame in the 80s-90s. With a counter-culture ethos, the brand became synonymous with rebellion and an even more aggressive color palette of bright neons. With a decline in surf lifestyle, Gotcha had long been dormant as a leading brand.
Tasked with relaunching Gotcha in the modern marketplace, I led a small team to establish a new global brand identity. A design aesthetic we dubbed ‘glitched-out grunge’ pairs retro-inspired hyper-color backgrounds with internet-era digital elements — playing between modernity and obsolescence.
Creative Strategy, Art Direction
Perry Ellis America is a collection aimed at celebrating the brand’s 90’s heritage through archival re-issues and fresh streetwear-influenced takes. Perry Ellis America Capsule II needed a campaign concept that reflected the mood and edge of this seasonal assortment.
An empty warehouse provides an industrial urban setting while LED tube lights serve as abstract set pieces, providing a moody glow over an ensemble cast.
Creative Strategy, Concept, Art Direction
For Btemptd’s Fall 2019 Campaign I partnered with a small team to execute all video needs for the season.
Production, Video Direction
Original Penguin is an American heritage brand with roots tracing back to Minneapolis Minnesota. The brand saw early success sponsoring professional bowlers, their signature tipped polo is even name ‘The Earl’ after Earl Anthony, the first bowler to earn notoriety in America. For the brand’s Fall 2018 collection, they were in search of a campaign concept that nodded to their classic American roots.
The concept centers around a time-forgotten bowling alley located in the brand’s former hometown of Minneapolis. A young cast creates a fun group setting while offering a slice of vintage Americana.
Creative Strategy, Concept, Casting, Location, Art Direction, Ad layout
In 2019 Original Penguin was set to launch their first ever capsule celebrating Pride. The brand was searching for a campaign concept that was authentic to core consumers and new consumers alike.
The concept developed centers around NYC comedian Matteo Lane, who brings an inherent level of humor and light-heartedness to a bright and poppy set of assets. This campaign was tied into a charitable contribution with a portion of sales from the collection benefiting the organization ALL OUT.
Creative Strategy, Concept, Casting, Art Direction
Wacoal is a brand with over a century of manufacturing some of the best women’s intimates. The brand owns their entire process from design to production and wanted a way to tell this remarkable story to their consumers and partners.
I worked with a small team concepting how to tell this story and filmed segments of the brand’s processes in NYC and at international production facilities.
Creative Strategy, Art Direction
Original Penguin’s 2015 collection took inspiration from the majesty and expanse of the great wilderness.
This concept takes place in the Pacific Northwest, pairing awe-inspiring scenery with a muted and graphic collection. Ad layouts reflect the brand’s 60th anniversary celebration along with social and web callouts.
Creative Strategy, Concept, Casting, Location, Art Direction, Ad layout
Perry Ellis is a brand focused on versatility. By showcasing seasonal collections in a variety of natural and metropolitan settings, the goal is to portray product that will always keep you ‘Life Ready.’
For the brand’s Summer 2020 collection we juxtaposed modern abstract architectural moments with tropical landscapes.
Creative Strategy, Art Direction
Original Penguin’s Fall 2017 collection was inspired by the NYC beatnik movement in the 1950s. Splatter prints and art-inspired graphics were in need of a concept and setting to tell this story to a modern audience.
This concept takes place in a NYC artist’s loft and on the streets in the famed West Village neighborhood. Ad layouts feature a heritage byline and social and web callouts.
Creative Strategy, Concept, Casting, Location, Art Direction, Ad layout
Original Penguin’s Spring 2018 collection was titled ‘mixtape’ and represented an eclectic blend of music inspired styles from the 70s, 80s, and 90s. The brand was in need of a campaign concept that was a genre-defying as the collection.
The concept developed centers around an epic house party. Musical group AJR serves as the campaign’s primary talent, shown through a full length music video. A larger group of supporting talent provides energy and a backdrop for the brand’s range to come to life. Additional campaign support was provided via tour sponsorship with AJR as well as a private press performance. Ad layouts for the season feature a heritage byline and social and web callouts.
Creative Strategy, Concept, Casting, Location, Art Direction, Ad layout
Ad layouts, signage, logo ideation — the following is a variety of graphic design projects for various brands and needs.
Layout, Graphic Design
