Brooklyn Industries is a brand normally associated with images of Brooklynites around Brooklyn. But in 2007 and 2008, we explored their brand and marketing as a vehicle for meaningful cultural dialogue. They hired me with the intention of running campaigns that spoke to political issues they and their customers cared about. Whether exploring the idea of weaponizing our purchasing decisions, or celebrating everyone finding their little piece of nature in the city, we explored three strong seasons together and the idea that a brand can be more than a product or a service — it can be a bold and participatory voice in important societal discourse. It remains some of my favorite work.
From testing and pitching campaign concepts, to hiring and directing photographers, models, stylists, hair stylists, to retouching and designing the final campaign art, writing campaign copy, working with window designers for the in-store displays, merchandizers on in-store signage, and the web team on web marketing and the site itself, I worked on every aspect of campaign creative.
CONCEPTS & CREATIVE DIRECTION
CASTING & TALENT HIRING*