Spec Work - My fascination with artistic brand advertising has deepened over the years as I’ve honed my skills in directing and producing fashion content. What particularly draws me to this form of production is the meticulous attention to detail in production, where every little element in pre and post production counts and contributes to a larger artistic statement. One of the best examples of this is Nike with songwriter Drake through NOCTA. This collaboration adopts neither the swoosh of Nike nor Drake's personal brand but instead utilizes the intersection between the two. The collaboration moves past its commercial intentions to be an artistic entity that marries the ideologies of both brands—Nike's innovation and Drake's cultural influence—into pieces that aren’t entirely re-invented – but feel completely new. This is a concept I’ve been exploring in my own creative work: understanding what brands stand for, how they communicate their values, and how they manage to stay true to art while also connecting deeply with consumers. NOCTA, as Drake has described it, is a brand aligned with the idea of "Night," which draws from the Latin "Nox"—a symbol of mystery and depth. The minimalism of NOCTA, married into "Nox," and a larger artistic narrative - lead me to develop the concept - “Hidden in Plain Sight”. This piece shows the immersion of the brand. While being a loud piece of clothing – the spec ad is a representation of someone being there but unseen. The strong visual language is meant to intrigue any moving person identifying with the Nocta brand. This is about an identity that one feels rather than sees.
Spec Work - Adverts and brand promotion aren't just about eye catching visuals, but more importantly about delivering your idea at the right moment. Something I am noticing more and more in digital spaces. As trends shift more and more quickly in today's digital spaces, creative timing and emotional connection is a brand's key to success. This is something I am utilizing in my creative work. In a recent spec advert I made for the UK based clothing brand Corteiz, I wanted to build off of a hypothetical new clothing launch around Halloween. I tasked myself to think of a way of capitalizing off of the time frame, and moment of the drop, while creating a visual that would resonate with the consumer.
Spec Work - The idea is based around a hypothetical launch of a new Nike basketball G.T. Cut in collaboration with Travis Scott and his recent album Utopia. The Story is based around what a consistent basketball player would consider their “Utopia” - whether that’s an empty gym, or a hoop outside on your front lawn - the idea is that you are immersed in a utopian space.
Spec Work -
Spec Work -
Spec Work -

Spec Work

Here is a section of my Concept work for several brands