the impact

The Impact follows a new generation of influencers shaping culture through fashion, music, and digital platforms. Set in New York and Atlanta, the franchise explores ambition, visibility, and personal branding within highly aspirational worlds.

The central creative challenge was balancing individuality with collective identity, positioning each cast member as a distinct cultural force while reinforcing their place within a larger movement. At the same time, each city required its own visual language rooted in its unique energy and point of view.

I developed the visual approach across Atlanta and New York, giving each city a distinct identity while keeping the franchise recognizable. Both campaigns balanced individual cast personalities with a clear ensemble hierarchy across key art and campaign extensions.

Bold color and polished group compositions emphasized the ensemble’s personalities, with consistent typography and scale holding the cast together.

Fashion-led imagery, urban textures, and stronger contrast gave New York a grittier identity within the franchise.

Creative Director — Nia Lawrence
Art Director — Rebecca Wheatman
Photographers — Erik Carter, Chrisean Rose
Copywriter — Aubrey Williams
Production Designer — JJ Raskin
Agency Partner — Refinery (NY)