Overview

The Impact follows a new generation of influencers redefining culture through fashion, music, and digital platforms. Set against the distinct energy of New York and Atlanta, the campaigns explore ambition, individuality, visibility, and personal branding within highly aspirational worlds.

While each city required its own tonal approach, both campaigns centered on the same core challenge: positioning every cast member as both an individual force and part of a larger cultural movement. The visual systems were designed to balance personality with cohesion, creating campaigns that felt elevated, confident, and unmistakably tied to each city’s identity.

Role & Responsibilities

Role: Art Director

Responsibilities:

Translated campaign concepts into full visual systems
Led projects from photoshoot through launch
Developed key art and cross-platform campaign assets
Designed logos and franchise-supporting visual systems
Directed OOH executions, retouching, and motion deliverables
Maintained conceptual integrity across all touchpoints
Collaborated with external vendors, photographers, and creative teams

Creative Approach

Although both campaigns lived under the same franchise, each city demanded a distinct visual language.

New York — Glamour & Grit

The New York campaign balanced polish with rawness. High-fashion styling was paired with grounded urban textures to reflect the city’s constant momentum and competitive energy. Composition, contrast, and scale emphasized resilience, ambition, and visibility, capturing the feeling of individual influence within a relentless city environment.

Atlanta — Confidence & Aspirational Energy

Atlanta leaned into boldness, personality, and scale. Styling, accessories, and composition highlighted individuality while reinforcing the city’s flashy, aspirational culture. The challenge was creating a system that felt elevated and cohesive without losing spontaneity or energy. Controlled hierarchy and refined styling helped unify the ensemble while allowing each personality to stand out.