CONTEXT

When it comes to influence, fashion, and music, nowhere compares to New York. As the original influencer capital, the city has long been shaped by tastemakers and icons — and this new generation is redefining influence through digital platforms that didn’t exist before.

Set against the backdrop of a relentless, fast-moving metropolis, the campaign captured a cast of creators navigating ambition, visibility, and hustle in the city that never sleeps. The concept, Glamour & Grit, reflects the duality of New York — polished and raw, aspirational and demanding.

role & responsibilities

Role: Art Director

Responsibilities:

• Translated the campaign concept into a complete visual system

• Took the project forward from the photoshoot phase through launch

• Developed key art layouts in collaboration with an external vendor

• Designed cross-platform assets and a custom logo

• Directed out-of-home executions

Creative Approach

The visual direction balanced edge and elegance — pairing high-fashion styling with grounded, urban textures. Each cast member was positioned as an individual force while remaining part of a unified ensemble, reflecting the reality of influence in New York: personal brand within collective visibility.

Composition, scale, and contrast were used to communicate momentum, confidence, and resilience — capturing the energy of a city where there is no off-switch.

Process & Development

Working from shoot photography, I developed a flexible visual system that allowed for both group and individual expressions across placements. Collaboration with external partners ensured precision in execution, while careful direction of out-of-home applications helped translate the campaign’s tone at scale.

The result was a campaign that felt bold yet disciplined — visually rich without overwhelming the narrative.

Final Deliverables

- Key Art - Cross-Platform Digital & Social Assets - Logo - Out-of-Home

Reflection

This campaign captured the ambition, resilience, and duality of modern influence in New York. By grounding glamour in grit, we created a visual identity that felt authentic to the city and to the creators shaping its current cultural moment.

Credits

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