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JOE FRESH

JOE FRESH

Spring 360 Campaign

Art Direction, Creative Direction, Design & Video Art Direction
American Express

American Express

360 Creative Direction

Creative Direction & Design
Kiehl's

Kiehl's

Social Media

Art Direction & Video Art Direction
CENTURION by American Express

CENTURION by American Express

Creative Direction

Creative Direction & Design
Joe Fresh Fall Lookbook

Joe Fresh Fall Lookbook

Art Direction & Design
"Fresh Face in 5"

"Fresh Face in 5"

Social Media

Art Direction & Video Art Direction
Unilever- Suave For Natural Hair

Unilever- Suave For Natural Hair

TVC, Social Media

Creative Direction & Video Art Direction
Urban Decay

Urban Decay

Campaign Concept

Creative Direction & Video Art Direction
JOE FRESH

JOE FRESH

Fall Video Campaign

Creative Direction & Video Art Direction
Unilever - Tresemme

Unilever - Tresemme

Digital & Social Media

Art Direction, Creative Direction & Design
Target Home social campaign

Target Home social campaign

Video Art Direction
Unilever - Tresemme

Unilever - Tresemme

Purpose Communications

Creative Direction
Missoni For Target

Missoni For Target

Design
TARGET DENIM Social campaign

TARGET DENIM Social campaign

Art Direction & Video Art Direction
Cosmopolitan Mag

Cosmopolitan Mag

Digital and Social Media

Art Direction, Design & Video Art Direction
JOE FRESH

JOE FRESH

Active Wear Campaign

Video Art Direction
"Make a Statement: Lips & Brows"

"Make a Statement: Lips & Brows"

Art Direction & Video Art Direction
Bushmills Whiskey

Bushmills Whiskey

TVC, Print and Social Media

Art Direction, Creative Direction & Video Art Direction
The Spark Magazine

The Spark Magazine

Art Direction & Design
Hugo Boss

Hugo Boss

Packaging

Art Direction & Design
LIFEWTR

LIFEWTR

Innovation

Creative Direction & Design
JOE FRESH  back to school

JOE FRESH back to school

Art Direction, Creative Direction, Design & Video Art Direction
EVERVESS -Pepsi Brand

EVERVESS -Pepsi Brand

Design
Target

Target

Home Social Content

Art Direction, Design & Video Art Direction
"The Art of Kajal"

"The Art of Kajal"

Art Direction & Video Art Direction
Michael Kors

Michael Kors

Packaging

Art Direction & Design
Cosmopolitan Magazine Beauty

Cosmopolitan Magazine Beauty

Art Direction
Dream Hotels

Dream Hotels

Design
sonia kashuk fall collection

sonia kashuk fall collection

Video Art Direction
Swarovski Optik

Swarovski Optik

Design
Target

Target

Beauty Social Media

Art Direction & Design
JoeFresh

JoeFresh

Spring Video BTS

Video Art Direction
LoRCA Studio

LoRCA Studio

Campaign 2016

Art Direction
Joe Fresh

Joe Fresh

Kids Spring Campaign

Art Direction, Creative Direction, Design & Video Art Direction
Lorca STUDIO

Lorca STUDIO

2015 campaign

Art Direction & Creative Direction
"Grand Bazaar Collection"

"Grand Bazaar Collection"

Art Direction & Video Art Direction
TARGET

TARGET

Women Apparel & Accessories

Art Direction
JOE FRESH

JOE FRESH

Summer Campaign Video

Creative Direction & Video Art Direction
MOSSIMO Suppply Co.

MOSSIMO Suppply Co.

Design
CHANEL

CHANEL

Paid Social

Art Direction & Creative Direction
"A Natural contour"

"A Natural contour"

Art Direction & Video Art Direction
JOE FRESH

JOE FRESH

Fall Campaign

Art Direction, Creative Direction & Video Art Direction
Michael Kors

Michael Kors

Social Men

Art Direction
JOE FRESH

JOE FRESH

Video Art Direction
Sonia Kashuk

Sonia Kashuk

Social Media

Art Direction
Emily Henderson for Target

Emily Henderson for Target

Art Direction & Video Art Direction
7up Refresh

7up Refresh

Design
SWAROVSKI ARCHITECTURAL ELEMENTS BOOK

SWAROVSKI ARCHITECTURAL ELEMENTS BOOK

Design
Origen Dubai

Origen Dubai

Design
JOE FRESH + Liya Kebede

JOE FRESH + Liya Kebede

Video Art Direction
Monet Rebrand

Monet Rebrand

Design
Cosmopolitan Video

Cosmopolitan Video

Video Art Direction
Swarovski Posters

Swarovski Posters

Design
International Flavors & Fragrances Brochure

International Flavors & Fragrances Brochure

Design
threshold Social Video

threshold Social Video

Art Direction & Video Art Direction
"Denim fit"

"Denim fit"

Art Direction & Video Art Direction
INTIMATES - TARGET

INTIMATES - TARGET

Art Direction
COSMOPOLITAN Mag Editorial Photo

COSMOPOLITAN Mag Editorial Photo

Art Direction
Men Fashion for Target

Men Fashion for Target

Art Direction
Patrick Cox Store

Patrick Cox Store

retail design

Design
Swarovski Collection Posters

Swarovski Collection Posters

Design
SleepWear -target

SleepWear -target

Art Direction
CALYPSO St Barth for Target

CALYPSO St Barth for Target

Design
KIDS - TARGET

KIDS - TARGET

Art Direction
Doha Hotel

Doha Hotel

Space Concept

Creative Direction & Design
Tulum Hotel

Tulum Hotel

Space Concept

Creative Direction & Design
SWAROVSKI renovation walls

SWAROVSKI renovation walls

Design
Monet Gift Guide

Monet Gift Guide

Design
Joe FRESH  Behind the scenes

Joe FRESH Behind the scenes

Video Art Direction

JOE FRESH

Spring 360 Campaign

Art Direction, Design, Video Art Direction & Creative Direction

Context

Joe Fresh is a fashion brand and retail chain. The label includes Adult and Children's Wear, Shoes, Accessories, Jewelry, Beauty products, Active and Swimwear items. Joe Fresh had a few stores in New York, and is available at over 300 Canadian supermarkets and superstores, in addition to standalone locations. The brand also appeared in approximately 680 J.C.Penney stores throughout the United States. In 2016 the brand closed the USA stores but directed efforts to maintain a strong E-Commerce presence in the USA. While in Canada is still the widest retail for mass-market fashion.

Ask
Create seasonal campaigns and 360 photography and video to support product launches, and multichannel promotions thought out the season.

Approach
For Spring we created assets communicating the freshness of spring, by using a color palette and a mix of patterns following the different collections weekly cadence in Q1 and Q2. In this way, we would communicate newness thought the season and also create promotional messages showcasing specific items. The photography and short cut videos were used in a wide range of media: from billboards, to print, in-store, to social media to emails.  The content ranged from high-level branding directing to E-comm, to trend-driven emails and promotions.

Function
Associate Creative Director leading this account, concepted and developed seasonal campaigns with a multichannel approach.  I worked hands-on and oversaw a small team of art directors, and designers executing all post-production marketing needs promotional messages, emails, social media, out of home, etc. Creative development, presentations, and administrative hours. Led the pre-production concept stage in preparation for the shoot, developing ideas around casting, styling, set, props, etc. On Set photo-shoot direction, post-production direction Post/ Shoot Creative Development: oversaw design projects for each season that occur post-shoot — creative development, layout, presentation and revisions of actual in/store retail signage, large format signage, OOH ads, print ads, TV, etc. Oversaw + Guided 3rd Parties for creative production, Broadcast editing direction.








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