Sports apparel brands created the business model that pays elite athletes millions of dollars in exchange for their visual identities, then exploits those identities to profit by the billions. They become commodities—their image, style, and even initials absorbed as part of the great commercial machine. Powerade wants to disrupt the model, by giving all athletes—not just the elite few—the power to know they can own their own identities.
At this year’s McDonald’s All-American Game, we gifted all 48 participants with the power to own their very own, professionally designed brand identity. Most importantly, they received a document, turning over full ownership and the copyright of the design to them, allowing them to use it however they wish, in perpetuity.
At Coachella 2018, American Express provided Card Members with the essentials to live their festival life to the fullest, on and off the grounds.
Kicking off festival season at the Parker Palm Springs, Platinum House embraced the festival's colliding worlds of music, art, design, and fashion. From the perspective-changing illusions to the immersive installation Platinum Mountain by Snarkitecture co-founder Daniel Arsham, this iteration of Platinum House brought guests into a perpetual trance-like state that lived somewhere between surrealism and modernism. Together, all of these design elements created a dreamy, perspective-changing aesthetic and a sense of wonder.
On the Coachella festival grounds, its tough for any festival-goer to escape the crowd and the heat. So, American Express created a secret garden oasis in the middle of the desert. We built a cooling, calming respite for Amex Card Members to escape the burning sun. The Card Member Club offered a premium lounge, shade, life-size games, and a dedicated bar all within an organic Instagrammable environment.
At the 2017 US Open, American Express unveiled Air Tennis, a multi-sensory, 4D tennis gaming experience. It helped fans feel the fundamentals of the game in a totally untethered way. Combining the basics of tennis with gaming, fans were able to feel the heightened sensations of tennis, regardless of their skill levels. The game needed no controllers. The goal: keep the ball in play and go for the longest rally.
Clio Sports Gold, Silver and Bronze (2x) winner
DUB NATION TO THE IMAX
Golden State Warriors fans, known collectively as Dub Nation, root for arguably the best team in the NBA. With the team on their way to a regular season wins record in 2016, more than 150 consecutive sold out games, and the largest Season Ticket Holder waitlist in the NBA, demand to see the team live has made tickets hard to come by. To bring fans closer to their favorite team, We gave Dub Nation access to the in-arena experience via the first-ever live-streamed sporting event at an IMAX theatre in North America. The event at the local IMAX theatre combined the feel of a blockbuster movie premiere with the energy, customs, chants and rituals of Oracle Arena, just for American Express® Card Members. The experience sold out in under five hours.
American Express Platinum House embraced the colliding worlds of art, design, fashion and music during Art Basel by creating an exclusive, ever-evolving visual experience on the sand at the Miami EDITION hotel. The versatile custom-built venue, with 3M dichroic film fractals, converted into an experience full of prismatic moments that provided Card Members with a new perspective of Miami Beach. The space offered thoughtful programming served to heighten the senses of our guests. An exclusive musical performance, fitness classes, beauty-based experiences, food and beverage, and aura photography all within the same beach venue quickly made Platinum House a top destination for Art Basel American Express Platinum attendees.
To celebrate the launch of the new American Express Platinum Card, Platinum Card Members were treated to an exclusive performance of Hamilton. Following the performance, they were joined by celebrities and social influencers across the street at the Diamond Horseshoe for a modern-day celebration of Hamilton, set inside a platinum-themed after party.
CLIENT: Grand Marnier
Grand Marnier's GM TITANIUM includes print advertising campaign, digital advertising, and point of sale on and off premise elements.
In April 2013, The Park night club held the Multicultural GM TITANIUM event in Washington, DC to launch this product to a new market. I was responsible for all of the signage, branding, and the interior overall look of the nightclub. The event reflected the new face to the brand, Cain Velasquez; the UFC heavyweight champion. All photography is my original work.
CHALLENGE: Showcase American Express as a brand that uses technology in innovative ways. Get all of America talking, break through in a busy sponsorship season, and celebrate our renewed USTA partnership.
IDEA: Rally on the River at Pier 97 in New York City – the world’s first “hydro-interactive” tennis experience to kick off the 2015 US Open. With musical entertainment Chromeo, tennis pros Maria Sharapova, John Isner, Monica Puig, celebrity Kevin James, and lucky fans got a chance to play on the court. Every shot on the court was translated in real-time 3D graphics and video-projected onto a 40’ x 60’ water-wall. It was cut into a music video that launched hours later across social channels, becoming the most viewed content ever released by American Express.
Shake it up with Captain's Cocktails, an iPhone application created for consumers to learn about the diverse collection of Captain Morgan's cocktails and products in an exciting and interactive way. The application is visually appealing and photography focused, creating a high taste appeal to the consumer. By shaking the "cocktail shaker," aka your iPhone device, you are able to view each cocktail in it's specific collection.
Tanqueray No. Ten, the only gin with whole fresh citrus, brings edge to sophistication while elevating every cocktail. Tanqueray No. Ten is introduced as a global luxury icon, capturing the timeless glamour of the golden age of travel. I have created a premium gifting program for this brand, influenced by the timeless Art Deco movement.
CLIENT: Grand Marnier
The Cuvée Collection is made up of the 3 premium Grand Marnier bottles of the entire brand: Cuvée du Centenaire, Quintessence, and Cuvée 1880. This program includes the print advertisement, bottle glorifier and shot flight tray, and the Grand Cuvée Collection brochure, which showcases the three Grand Marnier's highest marked bottles. The brochure highlights the rich heritage and unique features of these brands. The cover was printed on black soft touch stock and vellum for the inside pages, representing the luxury of the brand.
CLIENT: Grand Marnier
The 360 Grand Marnier Cordon Rouge program includes the 2014 Summer Margarita campaign, advertising for multiple digital platforms on Cosmopolitan and Refinery29, and all brand elements at the Cordon Rouge match.com event.
At Major League Baseball, I developed and designed collateral and stadium sponsor advertising for the 2012 All-Star Game. Additionally, I art directed and designed the 2012 RBI World Series book for Bud Selig, MLB Commissioner.
Layout design, branding, event signage