working directly with the founder for 10+ years, i helped create one of the most iconic voices in fashion advertising, and saw the company grow from an $85 million company with 1 brand, 6 stores and 5 product categories to an over $1 billion business with over 100 stores and 20 product categories across 4 brands. i worked a lot. learned a lot. cursed a lot. and wouldn’t have had it any other way.

a highlight for me came in in 2005. two decades into the HIV/AIDS epidemic, stigma was one of the greatest challenges to prevention, treatment and ultimately a cure. the campaign concept was simple… HIV/AIDS does not only affect the person infected, but their friends, family, community… essentially if one of us is infected, we all are. we enlisted some of the biggest activists and celebrities to boldly state “we all have AIDS” in a social impact campaign that included print, ooh, radio and an installation at bryant park in nyc.

campaigns shown photographed by richard avedon (i have a good avedon story, ask me about it), mark seliger, taryn simon (i have a good taryn story, ask me about it), and mario sorrenti.

role: creative direction, visual identity, brand voice, copywriting

mediums: print, ooh, dtc, experiential