FRED PERRY

ROLE: ART DIRECTION, CASTING

CLIENT: FRED PERRY | Agency: Office Solutions  

European / UK counter-culture and anti-establishment have been synonymous with the Fred Perry Brand for decades. The Fred Perry decided that Office Solutions would be responsible in getting Downtown NY’s creative community excited in preparation for the opening of their new retail store as well as the release of the Black Champagne Polo shirt arriving stateside In New York City. The choice was made that in order to be honest and authentic to the Fred Perry brand and keep ourselves aligned with their ethos we would go to the roots of counter-culture and highlight some of Downtown New York’s characters who embody the very essence of counter-culture. The key to the this campaigns success would be not only in the casting but also in the photographer. We chose legendary Italian photographer Dario Catellani. The final outcome resulted in an eclectic group of characters who cover a range of interests, from photography to writing, modeling, party promoting and DJ’s. The deliverables included street wheat pasting, an editorial piece featured on Officemagazine.net, an ad spread in Issue #11 of Office, and a Fred Perry takeover of the Office Newsstand in Canal Street Market.

CONVERSE BBALL PRO

ROLE: ART DIRECTION, CASTING, BTS PHOTOGRAPHY

CLIENT: CONVERSE | Office solutions

In anticipation for the release of Three new colorways for the Converse Bball Pro Basketball Sneaker, Converse came to Office Solutions, the creative agency arm of Office Magazine, with an ask. The client wanted to convey to their consumer that the shoe and the new colorways were not only functional for the basketball court, but they can be used outside the court in a variety of lifestyle scenarios. Office’s solution, was to cast models that we knew were comfortable with the downtown New York landscape. What came out of the casting were a variety of locations that conveyed exactly what the client wanted. Their target consumers enjoying the product outside of the sporting environment. The deliverables would be an editorial piece featured on Officemagazine.net, a spread in Issue #11 of Office Magazine in October 2019, as well as a short video to be distributed on the socials of both Office Magazine and Converse.

OLD BLUE LAST

ROLE: Creative direction, Concept Development, brand strategy, Creative

CLIENT: VICE MEdia | anheuser busch

VICE Media, in partnership with Anheuser Busch launched a brand new beer. Working on the VIRTUE creative team we established the entire Brand identity and Creative direction for VICE’s new beer. 

 A-TYPE

ROLE: Concept Development, Programing, Creative

CLIENT: Under Armour

Under Armour needed an intelligent way to break out of the sports world and into the fashion and street world to create an authentic connection with consumers. Myself and the team at Virtue were tasked with building a completely new and unique brand matrix with full autonomy over this new brand of the youth entitled A-Type. A-Type laid the groundwork and evolved into what is known as today as "Flacko," Under Armour's current brand partnership with A$AP Rocky. 

ILLY ISSIMO

ROLE: Creative, Concept Development, Talent

CLIENT: ILLY | Agency: Love the 88 | DATE: 2014

VICE was tasked by Illy Issimo to inspire millennials to upgrade their mornings. We responded by sourcing four influencers to feature in four pieces of video content produced by VICE. We supported the campaign through social media activation using VICE and partner site's social channels. Each of the 60 second pieces of branded content was housed in the Illy Issimo’s YouTube channel and lived across Illy Issimo’s and the influencers social media platforms.

SOHO HOUSE

ROLE: Committee Member

CLIENT: SOHO HOUSE | DATE: 2017

in 2018 Soho House opened their 3rd property in New York City. It was decided that the DUMBO neighborhood of  Brooklyn would be the new home of "Dumbo House". It was important to Soho House that the new members of the Brooklyn House were consistent with representing the brands existing ethos, while also bringing the vibrant and diverse creative community of Brooklyn into the house. As a committee member I am tasked with making recommendations for new members and vetting incoming members who wish to join the house. 

NIKE 255 CUSTOM LAB

ROLE: Concept Development, experiential design

CLIENT: NIKE | DATE: 2010

The Nike 255 Custom Lab was an experimental apparel customization experience located 255 Elizabeth Street, NYC. VIPs, influencers as well as walk in consumers were able to create their own Nike Sportswear product with a team sport, Nike brand and artist collaboration graphics via a variety of methods and applications, including embroidery, heat transfer and direct-to-garment printing. The space was covered by GQ, The New York Times Magazine, The Fader, and Hypebeast. I was involved with the creation of the customization experience, as well production of the garments.