work
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- Specializing in creative direction for fashion, beauty, and performance brands, delivering innovative visual storytelling and brand strategy.
- 20+ years of experience in designing and executing global campaigns, product design, and brand development.
- Define, develop, and implement strategic initiatives to support campaign objectives and product launches.
- Notable projects include a collaboration with adidas Football on THIS IS POGBOOM global campaign for UEFA Euro 2016, photographed by Juergen Teller.
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- Led global art direction and advertising for the Helmut Lang fashion house, ensuring a cohesive and innovative brand presence.
- Art-directed seasonal Séance de Travail (runway collection) materials, including invitations, programs, lookbooks and photography.
- Collaborated directly with Helmut Lang on the art direction of seasonal advertising campaigns across print and digital platforms.
- Strategized and managed global print and digital media buys, production, and budgets across the U.S., Europe, UK, Asia and Japan.
- Campaign placements included Vogue US/Italia/Paris/UK, Purple, Self Service, The Face, Arena, I-D, 032c, Interview and more.
- Managed and developed the Helmut Lang flagship website and led the launch of its e-commerce platform in collaboration with R/GA.
- Oversaw the launch of Helmut Lang Parfums, working with MAD and Baron & Baron for P&G.
- Established and designed brand identity standards across fashion, print, digital and retail flagship stores.
- Directed the design of all brand collateral, including graphics, apparel, packaging, signage, stationery, and outdoor advertising (e.g., taxi tops).
- Designed editorial features in collaboration with select art, design and fashion publications.
- Managed and oversaw the art, advertising, and archive departments, ensuring brand consistency and historical preservation.
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- Designed and managed the production of seasonal collections and brand collaborations, ensuring cohesive storytelling and market impact.
- Art-directed brand creative, including identity, print and digital advertising, packaging and photography.
- Led high-profile collaborations with Happy Socks, Aloye, Larsson & Jennings and adidas Football.
- Designed and developed the brand’s website and e-commerce store, optimizing user experience and sales performance.
- Defined, implemented, and oversaw sales, PR and social media strategies across digital and print platforms.
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- Led and managed a multidisciplinary creative studio of art directors and graphic designers, driving brand storytelling and visual identity.
- Oversaw all aspects of brand identity, photography, digital marketing, and product design, ensuring cohesive and impactful creative execution.
- Directed and produced all digital content for the James Perse website, digital marketing channels and social media platforms.
- Conceptualized, produced, and led creative direction for seasonal brand marketing campaigns, including photography and video production.
- Art directed, produced, and managed post-production for all seasonal e-commerce photography and video content.
- Recruited and managed a network of creative freelancers, including photographers, producers, models, hair & makeup artists and retouchers.
- Oversaw brand development across various James Perse lines, including apparel, footwear, accessories, home, estates and hospitality.
- Forecast and managed the Creative Studio’s annual budget while negotiating contracts, usage rights and licensing agreements.
- Established, refined cross-functional processes with design, merchandising, e-commerce and retail teams to align creative with business objectives.
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- Concept + Art Direction, Larmes Noires for JAMES PERSE Y/OSEMITE Collection, 2020
- Photography © and Film by Sebastien Zanella