Overview
The Impact: Atlanta centers on a new generation of influencers shaping culture in one of the country’s most dynamic cities. Young, flashy, and unapologetically ambitious, Atlanta is a place where everybody is “somebody” — and these personalities are leading the charge.
The campaign needed to embody confidence and individuality while capturing Atlanta’s urban, extravagant subculture. The visual identity leaned into style, status, and self-expression, positioning each cast member as both an individual brand and part of a larger cultural moment.
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 and designed cross-platform assets
Built out the full campaign ecosystem while maintaining conceptual integrity
Delivered a cohesive, culturally resonant campaign across all mediums
Creative Approach
The visual direction emphasized confidence, scale, and personality. Each influencer was styled with bold details and accessories that highlighted individuality while reinforcing the aspirational energy of Atlanta’s creative scene.
Composition and hierarchy were carefully considered to give each subject space to shine — allowing distinct personalities to stand out while maintaining cohesion across group and ensemble assets.
Creative Challenge
The core challenge was balance:
Signal a new season while preserving existing franchise equity
Ground the artwork more than previous seasons without losing energy
Celebrate individuality without fragmenting the overall visual system
The final approach achieved this through controlled composition, refined styling, and a consistent tonal throughline across all executions.
Process & Development
Working from shoot photography, I designed layered key art and supporting assets that flexed across placements while preserving clarity and impact. The visual system was extended into out-of-home and digital environments, ensuring the work remained bold, legible, and culturally relevant at scale.
deliverables
- Key Art - Cross-Platform Digital & Social Assets - Out-of-Home
Reflection
This campaign was about capturing aspiration without excess — grounding glamour in authenticity. By spotlighting individuality within a cohesive visual framework, we delivered a fresh seasonal identity that felt confident, current, and unmistakably Atlanta.
credits
Photographer: Chrisean Rose
Creative Director: Nia Lawrence