Model in a paisley jacket adjusting his sunglasses against a yellow set with a pale blue frame

Concept Development & 360 Campaign

Light as Air

For the concept and art direction of K&G Fashion Superstore’s Spring 2020 campaign, I set out to evoke the shapes of spring in a minimalist way, inspired by the geometric pop art of Mondrian and rendered in bold fashion shades. The concept tells a story of light, the outdoors, and a fresh outlook for the season.

As Art Director at K&G, I directed the brand’s seasonal creative across every channel: in-store signage, the website, email campaigns, social media and broadcast. A selection follows.

Role: Art Director & Designer
Client: Tailored Brands, K&G Fashion Superstore
Project: Spring 2020 Campaign
Photography: Jenna Alcala
Copywriting: Lauren Peck
Styling: Jennifer Telford, Rachel Darey
Graphic Design: Elliot Morrow

Spring 2020 campaign photography

Editorial Design

Spring 2020 Lookbook Concept

Concept · Editorial Design

To give the campaign an editorial home, I designed a printed lookbook: the season’s story, the styled looks, and the models in their own words, set inside the same color-blocked world as the shoot.

I pitched a printed edition each season; it remained a concept.

Lookbook concept mockup: the Light as Air cover beside an open interior spread — Lookbook concept: cover and interior

Lookbook spread introducing Light as Air, with a model in a pink linen suit and the headline Lighten Up — Lookbook concept, pages 2–3

Lookbook spread Spring Blues, with a plaid blazer look and a model quote — Lookbook concept, pages 10–11

Lookbook spread Like a Boss, with a paisley jacket and a white suit on yellow — Lookbook concept, pages 12–13

Lookbook spread Easy Does It, with a striped suit and a model quote — Lookbook concept, pages 16–17

Lookbook spread Seeking Sunshine, with two models in lime and pink dresses — Lookbook concept, pages 20–21

In-Store

Shop & Save

In-Store Signage & Coupons

The Spring Gift Event brought the campaign onto the sales floor: in-store signs and table toppers announcing a $25 coupon for every $75 spent, redeemable on a next purchase of $100 or more.

Shop & Save in-store sign and table topper in coral, orange and yellow — Left: in-store sign and table topper, with the message placed up top so it stays visible above stacked merchandise. Right: the $25 coupon.

Shop & Save $25 coupon cards — Left: in-store sign and table topper, with the message placed up top so it stays visible above stacked merchandise. Right: the $25 coupon.

Digital

Digital Deployment

Email & Instagram Stories · Spring 2020 Campaign

The campaign carried into customers’ inboxes and Instagram Stories, with the same photography, color blocking and editorial headlines. “The Dress Edit” turned the shoot into a Stories series of looks for every occasion.

“Sunny Days Ahead” email
“Spring Forward” email
“The Dress Edit,” Instagram Stories

Broadcast

Father’s Day: Celebrate Dad

TV Commercial · Art Direction, Concept & Set Design

Our team regularly collaborated with business partners to produce live-action assets for the brand. From concept to execution, we focused on high-quality video that resonated with our audience and showcased K&G’s identity.

I also supervised the Spanish-language version of this commercial, and cast the voice talent for men’s and women’s spots in other campaigns.

Role: Art Direction, Concept, Set Design
Spanish Version: Supervision
Copywriting: Lauren Peck
Styling: Jennifer Telford, Rachel Fawkes

Celebrate Dad title frame with two models in suits — Key frames

Men’s suits offer frame: buy 1, get 2 free — Key frames

Fall & Holiday

Beyond Spring

Concept, Set Design & Art Direction · Campaign & Still-Life Photography

Each season brought its own campaign. For K&G’s Fall and Holiday seasons, I developed the concept and set design, art-directed the on-figure and still-life photography, and carried each campaign into email and Instagram Stories.

I also directed my team and managed content for our social channels: behind-the-scenes reels for each season offered a sneak peek of what was coming, while showing the team having fun on set.

Three Instagram Reels for the Fall campaign shown on phone screens — Instagram Reels for the Fall campaign

“Fall Remix 2021,” behind the scenes
“Shoe Guide,” Instagram Stories
“Red Hot” holiday email