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.
![](https://freight.cargo.site/t/original/i/49ed6a90c665ca60759c17b3987affccc5abc81e1b975ccc7b928cdb00b57cb6/LilKim_IG.jpg)
![](https://freight.cargo.site/t/original/i/2c2c4d4d1e85e21325731768d06b590228ba37787a0d9980c31a0d68bc1d3d6c/LilKim_IG2.jpg)
![](https://freight.cargo.site/t/original/i/23b2f367e89cd1a8da63c651ef2da1c58b759bb0177c496854ee85d45b58fe80/JT_Mack_3.jpg)
![](https://freight.cargo.site/t/original/i/d12aca6419b1f87596db5a22bbe4543d77d00102fb9f5e4e0c51fcc092345cba/ezgif.com-optimize.gif)
![](https://freight.cargo.site/t/original/i/b6b8a6b682eb04a26a923469bafaa47c1c99d2dc98ab4c246c83ac82dfd09e68/SS23Social_Carrie1.jpg)
![](https://freight.cargo.site/t/original/i/f7ce2b637f663148839aca32ee5f4690b164b2df40acb71ae48a0086e2272426/SS23Social_Gee1.jpg)
![](https://freight.cargo.site/t/original/i/d749171de79a41dcbce6e9726670055d5dd9463c2dd1239ef2b607c003666290/MACKAGE_QDB_WOMENS_SF_SHOT_01_0056_small.jpg)
![](https://freight.cargo.site/t/original/i/b9b8493b88d6f82cbfc0df38afb28f66062fbc3ff3490d9e4b8c22a25730687a/Mar30_Rainwear-Video-GIF_WM.gif)
![](https://freight.cargo.site/t/original/i/3ac48e1c1cf5ca5be5bafc04d519d49153fdb2c5775ab397e6cdc78dd77ccd6e/Kristin_IG.jpg)
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.
![](https://freight.cargo.site/t/original/i/3c999964c9993a96bdefa7dd03c668fe44e97e1de74f26b9ee9b7681a5c1ca72/ELLExBOTTEGA4863_small.jpg)
![](https://freight.cargo.site/t/original/i/6b318e140b5a62452ad2eb249131cd60e3c603ff3d26fc575871771dc1159b2b/ELLExBOTTEGA5592_4_small.jpg)
![](https://freight.cargo.site/t/original/i/1c85ef1aae823ecd44bbd6b6d1f2eada9068258e43d5b8386e73a0618b05c47b/ELLExBOTTEGA5193_Small.jpg)
![](https://freight.cargo.site/t/original/i/e6d45c6443bf4ca2342f1b633dada08cdfcb47b336684ec2bc28424fb727dc43/ELLExBOTTEGA5691_Small.jpg)
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).
![](https://freight.cargo.site/t/original/i/be1fbdb166c94fba9a295093ef78666f9711ffc8de68c4d9a8a77ea74d694cb5/BGPTileA.jpg)
![](https://freight.cargo.site/t/original/i/910d97ee5fc07c971bb26026bb58ef698855ca40f06082d04eea946f70c6f63b/BGP_IGStory.gif)
![](https://freight.cargo.site/t/original/i/4e0d1c64ae8d9c1c6117d931db9f9598d23aa980f897697bee12059232de5c64/BGPTile.jpg)
![](https://freight.cargo.site/t/original/i/84979eeae4dbce94e6c6c2d720991f3b7a6fcad449d96cc8341cc61bb63df233/BGPTileA3.jpg)
![](https://freight.cargo.site/t/original/i/2e682ce81db1dfd063d58560317a1267ff00104d951d93f3f754e750d1e84dd2/BGPTileA6.jpg)
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.