Mackage Brand Creative Direction (In-house, 2021-23)
Working alongside the outerwear brand’s CMO and Global MD, we successfully elevated the brand image from contemporary fashion into luxury. This was achieved through a refined marketing strategy, relevant casting, and culture-led activations. (Case study available on request).
Creative collaborators include: Tyler Mitchell, Drew Vickers, Malina Joseph Gilchrist, Crosby Studios, Norman Wong, Quentin de Briey, Corey Ng, Lil Kim, and Royal Gilbert.
Creative collaborators include: Tyler Mitchell, Drew Vickers, Malina Joseph Gilchrist, Crosby Studios, Norman Wong, Quentin de Briey, Corey Ng, Lil Kim, and Royal Gilbert.
Bottega Veneta Branded Content Art Direction (ELLE, 2022)
Collection 04 by Bottega Veneta is a transitional collection bridging the gap between two Creative Directors and two seasons. Working with their New York office we created a branded content shoot highlighting that transitional zone between day and night, land and water.
Beauty Grand Prix Art Direction (ELLE, 2021)
The long-running Beauty Grand Prix (a content marketing initiative) needed a revamp that reflected new ideals of beauty, design and reader platforms (digital).
Indigo Holiday Video Creative Direction (In-house, 2021)
After two years of lockdowns, Indigo wanted to celebrate the act of spending time together for the Holidays. A joyful and safe return to ‘normal’ with grandparents and grandkids reunited, dinner potlucks resuming and friends gathering in glee (all within close proximity). Each doorway covers Indigo’s key product storylines: traditional, modern and sustainable.
Directed by Norman Wong.