brief

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.

solution

I developed franchise-wide visual systems that could flex across multiple markets while maintaining a cohesive brand identity. Each campaign was designed to celebrate personality, influence, and aspiration, while creating a scalable framework for key art, digital, social, motion, and out-of-home executions.

Glamour & Grit

The New York campaign balanced fashion-forward styling with urban texture, reflecting the city's relentless pace and competitive energy. Composition, contrast, and scale emphasized ambition, resilience, and visibility, creating a visual language that felt both elevated and grounded.

Confidence & Aspirational Energy

Atlanta embraced boldness, personality, and scale. Refined styling and controlled hierarchy helped unify the ensemble while allowing individual voices to stand out, capturing the city's distinct blend of confidence, ambition, and cultural influence.

atlanta

secondary artwork

New York

out-of-home & experiential

atlanta

New York

social & digital

broadcast