Project:
Xbox & Compulsion Games: South of Midnight
Agency:
Skylight Collective
Services:
Key Art, Visual Identity, Brand Toolkit, Compositing, Retouching
Details:
Xbox tasked Skylight with developing the Key Art and Brand Identity assets that would bring this Southern Gothic inspired story to life. What evolved was a visually iconic silhouette of Hazel surrounded by characters and environments she would encounter throughout the game.
My roles were associated with concept development, art direction and production of the key art, visual identity and guidelines.
Project:
Xbox, Team Ninja and PlatinumGames: Ninja Gaiden 4
Agency:
Skylight Collective
Services:
Key Art, Compositing, Retouching, Logo Treatment, Toolkit
Details:
We were tasked with developing a compelling piece of art that would tie in the franchises history along with its future. What developed was a dynamic silhouette that framed our heroes in the dramatic cyber-punk setting of the game.
My roles were associated with concept development, art direction and production of the key art and toolkit elements.
Project: NIKELAND x Roblox
Agency: Skylight Collective
Services: Key Art, Compositing, Art Direction, Graphic Design, Campaign Assets, Design Systems, Post Production
Details: NIKELAND isn’t a campaign—it’s a persistent, evolving world. Working closely with the Nike Global Brand and Brand Creative teams, we designed a Roblox experience that would empower kids and inspire them to imagine the future of sport. We continued to collaborate after launch, rolling out updates around brand and holiday initiatives like Airtopia, Air Max Day, Cup Clash and key sport moments. We provided visual direction, campaign assets, map updates and gameplay ideation—all the guidance needed to bring some of the world’s biggest athletes like—LeBron and Giannis—into the Nike metaverse.
The result was a huge success—over 9 million people have visited NIKELAND, and the experience has been featured in Hypebeast, The Wall Street Journal, NPR, and more.
Project:
Reebok: Trail Collection
Agency:
Roundhouse Agency
Services:
Key Art, Compositing, Creative Retouching, Retouching, Graphic Design, Post Production
Photography:
Chris Colls (Gigi Hadid Capsule Collection)
Emiliano Granado (Trail Collection)
Details:
Ensemble and Gigi-focused productions on location at California’s Vasquez Rocks, in combination with an evocative, futuristic design language, generated engaging otherworldly storytelling, video and imagery that goes Beyond Wild.
Imagery and video from the campaign composed retail, digital and social toolkits – content of which appeared across channels with messaging that spoke to making a literal and figurative escape. Fashion and culture media responded to the striking compositions, Gigi’s participation, and the product collections themselves.
Project: NIKELAND x Roblox: Cup Clash
Agency: Skylight Collective
Services: Key Art, Compositing, Art Direction, Graphic Design, Campaign Assets, Design Systems, Post Production
Details: To celebrate the future of football, Nike tasked Skylight with creating a custom tournament in NIKELAND on Roblox.
Working closely with the Nike Brand Experience and Nike Kids teams, we designed the NIKELAND Cup Clash. Then, to launch the game, we created the global campaign assets to invite players in.
The result was a truly global event, with hundreds of thousands of players that flocked to the event and earned nearly a million virtual products.
Project:
Reebok: Instapump Fury
Agency:
Roundhouse Agency
Services:
Graphic Design, Compositing, Motion Design, Video Editing, Color Grading, Post Production
Video & Photography:
Roundhouse Productions
Details:
Incorporate the Instapump's future-focused aesthetic in storytelling centered around “Glitch,” a concept inspired by the curated and increasingly digital and virtual world (social, eSports, gaming) that's integrated with “real life” but viewed through a “distortion” mindset.
We uncovered the glitch in the system by showing the real world around the Instapump Fury OG experiencing disruptive transformations. In campaign stills and video, the Instapump Fury OG remained untouched as the world distorted around it. Visual effects drew on digital error elements (eg., missing textures & sprites, datamoshing, errant lines of code,error messages, CRT lines, static and magnetic interference, and graphic interlacing) to reinforce the glitched design of the shoe and tie it directly to gaming. Motion pieces drew from the product heritage as the Pump button cued the transformational glitch inherent in the Instapump aesthetic.
Project:
Reebok: Sole Fury
Agency:
Roundhouse Agency
Services:
Design, Compositing, Creative Retouching, Retouching, Post Production
Photography:
Marcus Hyde
Brendan Coughlin
Project:
Reebok: Sole Fury Adapt
Agency:
Roundhouse Agency
Services:
Graphic Design, Compositing, Creative Retouching, Retouching, Post Production
Photography:
Unknown
Project:
Reebok: Nano X
Agency:
Roundhouse Agency
Services:
Graphic Design, Motion Design, Editing, Color Grading, Retouching, Post Production, UI
Photography:
Unknown
Details:
Utilize a dual-audience approach to connect with the hardcore CrossFit athlete as well as the part-timer that does not identify as a CrossFitter. Ensure the creative represents the full range of CrossFit athletes, and alongside targeted messaging in digital channels, grab the attention of a wide, yet focused audience.
Targeting the idea of Versatility, a key product design goal, demonstrated the product's myriad qualities. Still and motion content was captured in a multi-purpose facility to display the Nano X as an all-around trainer. Athletes with a range of experience and ability were cast to aid creation of campaign communications targeting one or both of the audiences. A digital-first campaign approach drove customers to a product landing page using paid and organic social media as well as CRM. Visitors landed in a world-class product experience, with micro and macro views of the Nano's many talents, highlighting all the details that make it so special.
Launched during the coronavirus lockdowns, the campaign still outperformed its original sales and conversion goals. Media coverage also outpaced expectations, earning among other accolades the Boot Camp Pro award from Shape.com. We achieved a 360% conversion rate, a campaign landing page that converted 5% of visitors, 3.7K sign ups with early access availability that attracted 2.5X more visitors than the previous year, and a 30% increase in sales in spite of the pandemic’s affect on retail.
Project:
EA: Need for Speed - Most Wanted
Agency:
Cinco Design Office
Services:
Key Art, Compositing, Retouching, Brand Guidelines
Project:
Reebok: Zig DJ Ohso
Agency:
Roundhouse Agency
Services:
Graphic Design, Compositing, Creative Retouching, Retouching, Post Production
Project:
Reebok: Classic Leather
Agency:
Roundhouse Agency
Services:
Graphic Design, Compositing, Creative Retouching, Retouching, Color Grading, Post Production
Photography:
Chris McPherson
Details:
In creating a campaign rooted in a timeless and classic silhouette, Reebok approached us to develop a visual language that conveys self expression through style, voice and attitude. The Classic is about being true to yourself and leveraging the individual. Imagery was treated with a raw, gritty analog aesthetic. My roles were associated with execution of key visuals.
Project:
Reebok: Zig Kinetica Edge
Agency:
Roundhouse Agency
Services:
Graphic Design, Motion Design, Compositing, Post Production
Photography:
Roundhouse Productions
Details:
For this campaign, we launched with a design system rooted in the unexpected energy of illustration, which allows us to place Zig in a broader range of surreal, real and illustrated worlds. We partnered with illustrator Cassandra Jean Piedra to create a highly flexible design system rooted in the unexpected energy of illustration to maximize market relevance.
Cassandra Jean Piedra, known for her illustrations in books and graphic novels, created two vibrant environments for the FW20 Zig Kinetica Edge campaign. The scenes are inspired by a life between the city and the trail with a color scheme modeled after the setting sun’s golden and blue hour.
Project:
Key Art Archive
Agency:
Various agencies including: Art Machine, A Trailer Park Group Co., Cinco Design Office
Services:
Key Art, Compositing, Retouching
Details:
Miscellaneous assortment of pieces from the archive.
