CONTEXT

The Impact: New York captures a new generation of influencers redefining culture through fashion, music, and digital platforms. Set in a fast-moving city, the campaign reflects ambition, visibility, and constant hustle. The concept, Glamour & Grit, highlights the duality of New York. Polished and raw. Aspirational and demanding.

role & responsibilities

Role: Art Director

Responsibilities:

• Translated the campaign concept into a full visual system

• Led the project from photoshoot through launch

• Developed key art in collaboration with an external vendor

• Designed cross-platform assets and a custom logo

• Directed OOH executions and retouching

• Set visual direction for motion and animated assets

Creative Approach

The direction balances edge and elegance. High-fashion styling is paired with grounded, urban textures. Each cast member is positioned as an individual force within a unified ensemble, reflecting influence in New York. Personal brand within collective visibility. Composition, scale, and contrast convey momentum, confidence, and resilience. The energy of a city that never slows down.

Credits

Photographer: Erik Carter
Creative Director: Nia Lawrence
Art Director: Rebecca Wheatman
Agency: Refinery
Production Designer: JJ Raskin