THE CREATORS
SOCIAL ART DIRECTION
DOCKERS / LEVI STRAUSS
Brand Imagery Vs. Influencer Imagery. There’s beauty in both. After a week of shooting a brand campaign, followed by another week of sifting through 1,000+ images, I often find myself drawn to the slightly blurry, off-center shots for the campaign's release. We love authenticity and enjoy seeing images that feel real—those that drop embellishment and idealization. For this seasonal campaign, I focused on creating a campaign rooted in the authenticity of social imagery.
ART DIRECTION SUMMARY:
For this seasonal campaign, I asked creators to collaborate with photographers and capture their favorite looks in their favorite places. I developed a Social Creator Guide to assist our talent in shooting the product through a mix of videos, images, and doodles. Additionally, I created a design system incorporating color, Instagram-based typography, and kinetic type to unify the diverse content into a cohesive campaign that felt familiar across all platforms.
Art Direction: Nathan Corbin / Copy & Social Direction: Max Kessler / Producer: Edward Cruz / Marketing Lead: Molly Miano, Andi Dominguez / Styling Lead: Jackie Groffman / Models & Photographers: Seven Strong, Gabe Sullivan, Jason Rossi & Frances Tulk-Hart, Leo Roch
SEVEN
BUSHWICK, NYC
We asked Seven to encorporate his own styling cues into his looks while taking us on a tour of his favorite places in his NYC nieghborhood of Bushwick. He enlisted his roommate to shoot his looks on film and digital video.
What followed was access to NYC rooftops, parks and streets that we never gain access to in traditional shoots. Seven is a 10 in my talent book!
GABE SULLIVAN
LAGUNA BEACH, CA
Gabe was a natural choice for us for a quarantine shoot talent since he was also a photographer. We asked him to apply his photo skills on himself while doing his favorite things, which in Laguna, CA involves longboarding with his son (on the same board of course) and hiking during golden hour.
I also asked him to shoot a look in his at home studio, which was a mistake, since it lost its authenticity. Glad we could drop that look!
JASON ROSSI &
FRANCES TULK-HART
RHODE ISLAND
Jason and Frances were a natural choice for this campaign. They shot at their favorite place, their family home in R.I., with Frances taking over the camera, which she is no stranger to.
Frances is an amazing AD out of NYC who also illustrates and mixes drawings into her content, resulting in some really beautiful expressions for the brand.
More Portfolio Spolights // 1. "Pride" global campaign for Dockers // 2. Design Direction for Apple // 3. "Creators" Seasonal Art Direction for Dockers // 4. 3D Customization Experience for Levi's // 5. Product Drop Direction for Dockers // 6. World Water Day Campaign for Dockers