CASE STUDY 3:
TURNING BRAND IDENTITY INTO VISUAL EXPRESSION
Across two major brand-equity productions in New York City and Miami, the goal was to bring the creative strategy to life through authentic imagery, capturing a range of scenes for hero key visuals and a versatile secondary image bank.
THE OPPORTUNITY
MY ROLE
Creative Direction • Visual Storytelling • Production
I helped shape the creative direction across both productions, ensuring a cohesive connection between campaign messaging and visual identity. As our consumers evolved, so did the brand's visual world—moving from the hustle, community and connection of NYC to a more elevated, premium expression in Miami. Working alongside creative and production partners, I helped bring that evolution to life while staying true to the brand's roots.
New york city
BRAND CONTENT PRODUCTION | $1.2M BUDGET
THE BRIEF
Build a versatile library of brand-equity imagery for use across always-on marketing touchpoints, digital content and an internal brand book.
Miami
BRAND EQUITY PRODUCTION | $700K BUDGET
THE BRIEF
Develop an evergreen, inclusive library of key visuals and secondary imagery aligned with the creative strategy, designed to extend across seasonal and anniversary campaigns. Capture motion assets to bring a dynamic dimension to digital experiences.
