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THE CREATORS
ART DIRECTION / FALL 2020
DOCKERS / LEVI STRAUSS
"2020 was difficult" is an understatement. While work doesn't come to mind when I think about 2020, it was in fact difficult. We saw 1/6 of Levi Strauss get laid off and my Ecomm-focused copy and design team was split up to help Levi's and Dockers on global platforms.
However, one of the few sunny spots was art directing a shoot under Covid restrictions, requiring that we rethink how we did everything. Having the ability to focus on creative and work closely with photographers to build out this Fall campaign was a highlight.
ART DIRECTION SUMMARY:
With our stylists, marketers and creative teams all remote, controlling a campaign look and feel needed parameters. I developed a Creator Guide for our talent to help them shoot the product in a mix of videos and images (and doodles!) that showed them in their natural habitat doing their favorite things.
Secondly, I resolved a design system with color, IG-based typography, and kinetic type to wrap the diverse content into a consistent campaign that looked familiar regardless of the platform.
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
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