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NIKE #BETRUE

ART DIRECTOR — 50 years on from the Stonewall riots we were tasked with the job of conceiving a campaign that was both iconic, celebratory and visually arresting. With an abundance of Pride focussed media around this time, we needed to stand out and ensure the BETRUE message was heard loud and clear. Through Nike we had access to a group of highly inspirational and celebrated LGBTQIA+ athletes, and we shared a message of progress and achievement, through the lens of support and teamwork. We wanted to focus on the allies of athletes as much as the athletes themselves, recognising and communicating the need for allyship to achieve true progress, and inspiring the next generation to continue working together for true equality.

Cr. Rosie Lee, Cartel&Co, Caster Semenya, Chris Mosier, Brittney Griner, Sue Bird, Elissa Steamer, Eric Koston

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SOCCER BIBLE

ART DIRECTOR — SoccerBible is a print and online publication covering the latest in football product, culture and design. As art Director I was responsible for the visual treatment of the print publication from grading of images, overall look and feel, to graphics, type setting and everything in between. Cr. Soccor Bible, Hannah Lawless

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AMERICAN EAGLE

DESIGNER/ART DIRECTOR — Working with Rosie Lee and US retailer American Eagle we worked on an ambitious new branding project. Alongside their design team we developed a new set of visuals that updated their existing branding for use throughout the company’s clothing and communication. The new logo is currently being used at their AE concept store on Union Square, New York and will be rolled out across the 1,000 stores worldwide in the coming months. Cr. Rosie Lee, Rick Ross

BAXTER OF CA

ART DIRECTOR — Our mission was to launch the new Baxter of California (1965) range of hair, skin and shave essentials through the campaign ‘Life Lived True’. We executed this by telling authentic stories in videos and stills of street cast talent who we shot in their personal corners of Los Angeles. Cr. Exposure America, Baxter of California

NIKE LONDONS FASTEST

ART DIRECTOR — This project involved taking over the Tate Modern Museum with Nike Running. After working with the Rosie Lee team from NYC to LDN to create a visual identity for London’s Fastest, we then worked to collaborate on a series of events that encouraged young runners across the city to form their own crews, culminating in London’s Fastest Night, a street race (and afterparty) hosted at the Tate Modern. Cr. Rosie Lee, Tate Modern

ADIDAS CARBON

ART DIRECTOR — Unveiled by adidas in partnership with Carbon, Futurecraft 4D is the world’s first high-performance footwear to feature midsoles crafted with light and oxygen. We worked with adidas to create an immersive launch experience in New York City to debut this category-defining product to selected media and guests. Cr. Exposure America, Action Bronson, Flying Lotus

OUTERWEAR

CREATIVE/ART DIRECTOR — Huffer dropped a collection of outerwear that harked back to their roots in snowboarding and skateboarding and our job was to place this in a contemporary streetwear market. The resulting campaign was themed around transit and the practicality of getting from A to B in an urban environment, with the resultant stills and video promoted through traditional media. Cr. Huffer, Tim Lambourne, Ryan Chun

MARVEL

CREATIVE DIRECTOR — Huffer and Marvel came together to create a capsule collection and it was my job to find a comfortable medium for the juxtaposition of these two brands. This involved a roster of talent — including rapper Desiigner. Moody lighting, attitude, and the cinematic NYC were the back drop for two videos, a quiver of still images, and a series of parties where desiigner performed. Cr. Marvel, Huffer, Desiigner, Ryan Chun, Tim Lambourne

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FOUNDATIONS MAG

ART DIRECTOR — Foundations Magazine is an independent, biannual print publication focused on contemporary art and public programming. As Art Director it was my job to redesign the existing format and visuals to bring the publication into a new graphic chapter. With ample bold imagery supplied, the assignment was to compliment this imagery with the appropriate typography and graphics. Cr. Sebastian Gladstone

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AUCKALND ART FAIR

CREATIVE DIRECTOR — *Best Awards finalist* Auckland Art Fair is New Zealand’s premier gathering place for contemporary art and I was hired for their rebranding project. The outcome uses a custom designed typeface based on previous branding, capitalising on their hard-earned brand recognition while creating an entirely new aesthetic. Cr. Auckland Art Fair, Joe Dowling

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ADIDAS ORIGINALS

ART DIRECTOR — adidas Originals Grammys Concert In Manhattan on the Saturday of the Grammys, Adidas hosted a brand experience inspired by the new film Never Finished. Executed in an old Modell’s sports store opposite Madison Square Garden, 600 guests experienced Lighting installations, wayfinding, sculptural elements, projections, custom furniture and more — all created specifically for the concert. The lineup was curated by Mura Musa, and featured Nao, Playboi Carti, Desiigner, Vegyn, and more. Cr. Exposure America

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HFR TOKYO

CREATIVE DIRECTOR — Campaign created for an already designed Summer clothing collection – RIGHT PLACE WRONG TIME. This involved all-round creative and art direction to generate a body of branded content to use in editorial, billboards, online, and on television. The campaign draws on cultural differences and abnormalities, emphasised through the refined street wear aesthetic set against the contrasting ‘Lost in Translation‘ backdrop — Tokyo City. Tired of fashion being taken so seriously, Huffer’s mischievous approach to the industry has been portrayed through this presentation using long time friend Dave England of “Jackass” and New York model Lilli Sumner to create a refreshing look at street wear (and their upcoming Summer ranges). Cr. Huffer, Dave England, Lilly Sumner

NIKE PRODUCT

ART DIRECTOR — This project was a global product shoot that was centered around the famed and ubiquitous Rainbow Flag, designed by Gilbert Baker. This was the first piece of a much bigger puzzle promoting awareness of gender equality in sport. Cr. Cartel&Co, Rosie Lee, Thistle Brown

VÖLKL

FEATURE ARTIST — Völkl ski 19/20 freestyle ski range. As Feature artist for the 19/20 season I was asked to create seven different designs including the much awaited Revolt 121. Working alongside a large team of völkl’s best athletes, skilled engineers, and the product management team, the outcome of this creative fusion redefined the process of ski building, with the results being innovative, stylish and most of all authentic. The skis won the world tour, made numerous appearances at the Olympics in Korea and the X games — and were a staple piece of equipment for some of the world’s best freestyle skiers. MORE > Cr. Völkl, Art Practice

HUFFER

CREATIVE DIRECTOR — E-1997 was an already designed Spring clothing collection and we were tasked with all-round creative and art direction of campaign collateral. Named after the year Huffer was established, the visuals worked in washed out colors, crisp lines, and referenced the cultural tropes of 1997 — from the playstation to Buffy the Vampire Slayer — to create a playful and punchy set of visuals. Cr. James Tolich , Huffer

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TXTbooks

FEATURE ARTIST — TXTreader Volume 1 projects by a range of contributors executing a 16 page zine on an errant thought. This particular subject was about the feeling of being fifteen minutes late to the movies. Sold at NY Art Book Fair, PS1, Tate modern + Moma stores. Cr. TXTbooks, Art Practice

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JAMES TAYLOR

ART DIRECTOR — Airing during the Grammys, we created a cinematic portrait of one of America's most legendary music icons. Working with his estate, we compiled an extensive library of family never seen before footage of his childhood. We discovered a different James Taylor than what the world had seen before. In some ways a more familiar relatable version of the icon. Our execution went one step further. We brought James face to face with his past - a brother who had died of alcoholism, an absent father and a troubled version of himself that had been committed to psychiatric ward. This was a James Taylor that raw and unfiltered. Cr. Cartel&Co , Pseudo Studio

PARLOUR PROJECTS

CREATIVE DIRECTOR/DESIGNER — Immediately proceeding our successful rebrand of the Auckland Art Fair, we were pleased to take on another project in the art industry, where aesthetics and taste reign. Parlour Projects gallery is a relative newcomer to the industry but is already attracting our best artists and art buyers. That considered, the brand needed to purvey an international motif, and to elevate the art featured without distracting from it. The logo is a simple type treatment that compromises nothing on form or function. The sans-serif typeface, the form of the logo, and the offset type treatments, nod to both current and past international trends without being overt, and places Parlour Projects at the forefront of a progressive and exciting industry. Cr. Sophie Wallace, Parlour Projects