CONTEXT

When it comes to influence, fashion, and music, nowhere else compares to New York. New York is the original influencer capital and our cast is shaping today’s culture. Coming from decades of tastemakers and icons, this generation of influencers is taking the city to new heights through digital opportunities that never existed before. While living in New York has its challenges, this cast finds a way to stay in the spotlight. There’s no time off in the city that never sleeps and these women and men are the ultimate hustlers. Set against the backdrop of the bustling metropolis, this concept titled GLAMOUR & GRIT, captures the soul and spirit of New York.

role & responsibilities

Role: Art Director
Responsibilities: Translated the campaign concept into a complete visual system. Took the project forward from the shoot phase, developing key art layouts in collaboration with an external vendor, designing cross-platform assets, and building out the full campaign for launch. Maintained the spirit of the original concept while delivering a cohesive, compelling, and culturally resonant campaign across all mediums.

credits

Photographer / Erik Carter
Creative Director / Nia Lawrence
Agency / Refinery