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The Art Director - Introduction
Visual systems. Campaign worlds. Cultural storytelling.
For over a decade, my work has shaped how fashion, beauty, and technology communicate visually—where brand identity meets editorial clarity, and visual ideas evolve into campaigns with lasting impact. My approach is minimal yet intentional, rooted in architectural logic and atmospheric composition.
Across global markets, I’ve directed visuals for launch campaigns, luxury rebrands, and e-commerce ecosystems—combining hands-on execution with conceptual precision. Whether building a brand from scratch or refining a legacy aesthetic, I work across photography, motion, casting, styling, and post to deliver work that’s as strategic as it is sensorial.
My direction often begins with narrative: a feeling, a space, a structure. From there, I develop visual languages that align tone, typography, materiality, and pace—balancing refinement with cultural relevance.
I’ve collaborated with global teams, independent talent, and multidisciplinary studios across Stockholm, New York, and Los Angeles—leading shoots, building toolkits, and guiding brands through evolving creative challenges.
Calvin Klein - Push Positive
A comprehensive digital ecosystem designed around a music video featuring Lara Stone dancing to Salt-N-Pepa's "Push It" in Calvin Klein Underwear. I developed the complete visual identity spanning social media, interactive Facebook applications, iPad experiences, and DOOH installations, creating a cohesive campaign narrative that united digital touchpoints into a singular cultural moment.
Photographer: Steven Klein
Brashy Studios - Identity
Brashy Studios - Born On Internet
Brief
Brashy Studios sought to position itself at the intersection of internet culture and high fashion with their “Born On Internet” collection. The challenge was to create a campaign that would resonate with a digitally-native audience while establishing a distinctive aesthetic language that could translate across physical and digital touchpoints.
Concept
Born On Internet investigates the digital dawn—embracing its seductive pull while interrogating its cognitive implications. Memetic structures ignite, systematic anomalies generate meaning, virtual collectives coalesce—all filtered through critical awareness of screen mediation. The campaign translates these digital phenomena into physical garments and visual narratives that bridge virtual consciousness and corporeal reality.
Process Documentation
The development process began with an immersion in internet-native visual languages—from early web aesthetics to contemporary meme structures and digital artifacts. This research provided the conceptual foundation for a visual approach centered on “systematic anomalies”—deliberate glitches and recursions that create meaning through their incongruity.
Moodboard / Research
The creative development process began with extensive documentation of early internet aesthetics—from dial-up loading sequences to compression artifacts.
Visual Identity System
A visual identity system embracing systematic anomalies was created—where digital loading states become deliberate aesthetic choices that interrogate the relationship between ideal and degraded image.
Digital Artifacts Filter
I created a custom Photoshop filter simulating digital degradation protocols—transforming pristine fashion imagery through systematic loading interruption and connection failure aesthetics. Deliberately corrupted imagery featuring RGB displacement, selective pixelation, and scan line artifacts that transform product presentation into surveillance-inspired digital archaeology.
Process Documentation
Complete lookbook collection simultaneously captured on VHS creating dual-output imagery—professional stills alongside analog video footage for campaign film
VHS screengrabs extracted as primary lookbook imagery, embracing intentional degradation and scan line artifacts as aesthetic language
Studio projection system displaying data transmission messages and connection errors onto physical screens—merging digital vernacular with photographic staging
VHS Screenshot used as part of the lookbook
Campaign imagery featuring deliberate surveillance aesthetics and digital corruption—documenting the collection through a critical lens of internet consciousness
Lookbook Design
Photography direction captured on Contax G2 with black and white Kodak film, deliberately choosing analog medium to emphasize the contrast between digital concept and physical execution.
E-commerce photography
E-commerce photography executed through dual methodology: traditional digital capture immediately transformed via custom "Digital Dawn" Photoshop filter, applying systematic degradation protocols to pristine product shots. Styling direction incorporated standard e-commerce presentation with documentary-influenced additions—candid movements and detail close-ups to create authentic tension between commercial necessity and conceptual narrative.
Photography approach balanced commercial requirements with conceptual integrity—formal poses for immediate product reading coexisted with spontaneous documentation style to capture the authentic digital generation's relationship with consumption. Each image passed through calibrated corruption parameters, ensuring brand legibility while maintaining the aesthetic of interrupted internet connections and loading failures that defined the collection's visual language.
Social Media Strategy
The content strategy emphasized authentic documentation over polished presentation, creating anticipatory tension through strategic restraint. By withholding the complete lookbook from social platforms, we transformed the website into a destination rather than a passive product display—establishing a clear visual hierarchy where social media served as breadcrumb trail leading to the complete narrative. This approach engaged audiences at multiple funnel stages: casual iPhone captures captured attention in the awareness phase, behind-the-scenes glimpses fostered consideration, product details drove intent, while exclusive lookbook access secured conversion. The deliberate friction between platform and content created perceived value through limitation, positioning the website as the singular space for accessing the complete creative vision while social platforms maintained sustained engagement and traffic generation.
