Content

In the third installment of our collaborative series, I led the art direction for the InsideHook x Neiman Marcus Holiday 2021 campaign as Creative Lead for InsideHook and Wondercade.

Featuring the charismatic Neil Patrick Harris, the campaign combined festive charm with style, as Harris guided audiences on holiday success while showcasing his chic holiday gifts from Neiman Marcus.

Distributed across InsideHook and Wondercade's digital platforms, the campaign drove substantial engagement and achieved over 21 million impressions

For the launch of the Michael Kors Access smartwatch, I spearheaded the art direction, aligning the campaign with the brand's iconic glamour while showcasing the smartwatch’s innovative features. This campaign was designed to elevate the smartwatch from a tech gadget to a must-have fashion accessory.

Featuring style icons Zendaya and Martha Hunt, the campaign depicted a dynamic day in their lives—from morning routines and gym sessions to a chic evening soirée with Michael Kors. This narrative highlighted the smartwatch’s versatility and appeal for the modern, on-the-go woman.

My role involved overseeing the visual strategy from concept through execution. I coordinated with photographers and video production to ensure a cohesive look across video and stills. This included meticulous work on set and lighting design and type direction to maintain a unified aesthetic.

In collaboration with Tequila Avión founders Ken Austin and Alejandro Lopez, I led the art direction for a multimedia campaign celebrating their philosophy that “efficiency is the enemy of quality.” We journeyed to Jalisco, Mexico, to capture the artisanal distillation process of Tequila Avión, highlighting the meticulous craftsmanship behind each bottle.

The campaign extended to Salt Lick Barbecue in Austin, Texas, where we delved into the art of barbecue with pitmaster Scott Roberts and crafted cocktails with master mixologist Justin Lavenue. This pairing showcased how dedication to detail can elevate both spirits and cuisine.

Working alongside Creative Director Danny Agnew and videographer Charles Baldini, I directed the visual narrative and created still photography to complement the video content. This campaign not only celebrated the meticulous process behind Tequila Avión but also connected the brand’s ethos with a broader appreciation for craftsmanship and quality.

Recognizing that Hanksy's irreverent and edgy style would be a perfect match for the bold spirit of Armani Exchange, I chose him as the talent for this video feature. Hanksy’s custom mural, inspired by the A|X Connected watch, was central to our campaign. We combined in-studio and archival footage, extreme close-ups, and voice-over to create a dynamic video that vividly showcased the watch’s key functionalities.

Promoted across InsideHook’s digital platforms and Hanksy’s 100K+ social media following, the feature page, which included the video and an interview with Hanksy, achieved over three times the average time spent compared to the publication’s typical branded content benchmarks.