Limited edition (Fuel) Shiv design following the Aero Fuel Fit concept. Each respective artist was given one of the three themes to interpret Fuel, combined with air and a spark creates combustion. The frontal section is air flow, followed by a cutaway section to reveal an engine, mixed with fuel, exiting as jet flame. The elements of fuel is loosley interepreted with blue and orange as water/air and energy, respectively. The asymetrical design show two levels of cutaway.
Art direction and design for limited edition color dipped apparel, photographed by Dan Escobar.
Specialized has a long history in making the best tires on the market. This brand book captures the stories and technology that go into their tire development program. The soft-touch cover stock takes on a rubber-like look and feel.
The book grid is based on the tire contact patch, a square inch where rubber meets the road. Content is weighted towards the bottom of each page to enforce the concept and support the overall 'Your ride depends on this.' message.
S-Works McLaren Tarmac
Art direction and production for the limited edition S-Works McLaren Tarmac launch, photographed by Dan Escobar. We set out to create the ultimate collector's dream garage, dark, moody and mean.
Creative direction and design for Specialized's Body Geometry system. Communicating a system of components, apparel and fit for your body and bike. Identifying the Body Geometry look through photography, graphics, packaging, retail and digital, while articulating the benefits of a personalized bike experience.
The collection launch of British sprinter, Mark Cavendish, by Specialized. My chief roll was art direction and design, working with New York fashion photographer Jake Chessum. We worked closely with Mark himself as well as his agency, Lift on a strategic launch campaign for his signature apparel.
Specialized 40th Anniversary
Celebrating 40 years of Specialized's history through a year long campaign, highlighting key innovations, memorable race wins while being inclusive of our riders. Executed through print and retail the work really comes alive through an engaging digital experience, pulling in social content with a #first50 hashtag. I developed the 40th brand mark, print and interactive concept as well as content management and production.
S-Works brand development with the introduction of the 'book', an elevated story about 'Made in Racing', the athletes we sponsor and learn from to advance product development. S-Works, named after the advanced development group 'Skunk Works', embodies the best race products from Specialized. Our team set out to justify the premium price tag through an emotional story, coupled with high end studio photography. I worked with photographer Dan Escobar to set the tone, and provided direction for our in-house creative team through final execution.
A concept app family for Specialized, each developed with a specific audience; tools for the customers, a platform for dealers, as well as brand extension. A simplified and lightweight app allows for better development and overall experience.
Art direction, design and production for Rdio digital awareness campaign, which interactive rich media banners, page takeovers, digital out of home, animation, on-boarding strategy and influencer outreach.
Overhauled look and feel of GEICO’s mobile app, handset and tablet, exploring user experience and unique interactive features.
Creative lead on launch campaign for Manpower Inc., print, environmental design, brand video and photography.
Campaign development and design for new business acquisition of Comcast Xfinity, print, out of home, TV spot story-boarding and end-card design.
Creative lead for new business acquisition of the EDUN fashion label while at Wieden+Kennedy New York. Rapid-prototyping of editorial content driven e-commerce website. Art direction for model casting and production photography.
12 panel out-of-home illustration series for Vancouver B.C.'s Science World's exterior. Commissioned and installed in preparation for the 2009 Winter Olympics.