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American Express & OUT Magazine #Express Yourselfie Experiential Marketing & Art Direction

beyondtherow

Beyond The Row Art Direction

tinderology

Tinderology Art Direction & Illustration

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Welcome To Human Finance Art Direction & Digital Design

armani

Armani Exchange Web Design & UX/UI Design

astralwerks

Astralwerks Art Direction & Web Design

rollingstone

Refinery29 + Nike Art Direction

rollingstone

Your Year In Music Art Direction

The #Express Yourselfie National Campaign & Tour Follow The Campaign

Not only was this campaign the second largest win that Here Media had seen, but it was also its first experiential campaign. The #Expressyourselfie Tour was a socially driven campaign amplifiying American Express's Shop Small Movement by celebrating its alliance with the LGBT community during Pride season and driving consumer traffic to small businesses in local communities. The center piece to this campaign was the parade float which involved a 13ft tall Drag queen wearing a dress designed hold over 1,100 polaroid selfies taken during each parade.The Tour launched at NYC Pride and then traveled to Palm Springs, Chicago, Provincetown, Austin, Fort Lauderdale, Seattle, and Salt Lake City.As Art Director, I helped establish and lead the creative direction for this campaign. This multi-layered campaign involved, working with our marketing, AMEX team to establish the campaign identity, working with outside vendors specializing in event production, and unifiying the four key components : The Pride parade Float, the Festival and Photo Booth, Accessible custom editorial for each city, and engaging the social community on and offline.

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  • Logo Design for the #EXPRESSYOURSELFIE Tour

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  • The paparazzi themed parade float, including flashing lights, never ending glitter, and a DJ. While en route AMEX team members would hand out sunglasses and beads while four brand ambassadors raced around with polaroid cameras allowing for people in crowd to express themselves by taking a selfie.

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  • Much of the dress inspiration derived from early Madonna, leather straps, futurism, and Jean-Paul Gaultier (credit : Estaven Ramos for design and production)

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  • We were able to get Pandora's Boxx to be our beautiful queen.

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  • The truck design for the AMEX Tower event.

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  • The custom t-shirt design made for the AMEX team to wear during the parade.

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  • The palm cards handed out during the parade driving people to Out.com/Pride and OUTTraveler.com/expressyourselfie

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  • Gift bags in collaboration with Birchbox

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  • The higher lever concept for OUT.com/pride was essentially to become a social hub allowing for people to celebrate all year long (not just during the summer). This was also the digital destination for viewers to find their photo from the dress as well as engage with other people from the event.

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  • Right Image : The landing page for OUT.Com/pride. Left Image : The landing page for all #expressyourselfie photos taken during each parade

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  • The landing page for OUTTraveler.com/expressyourselfie. This site hosted custom editorial written by our editors highlighting food spots, night life, shopping, and bars in each location of the #ExpressYourselfie Tour.

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  • Right Image : Landing page for OUTTraveler.com/expressyourselfie. Left Image : The landing page for each city ( Austin is showcased in this example). From here viewers can find out more information about the city from an LGBT perspective.

Beyond The Row Beyond the Row was a high-end fashion and lifestyle blog that sought to differentiate itself through conceptual design, advertising, and storytelling. As Art Director, I worked closely with Creative Director Kendrek Lyons and in house Photographer Tyler Joe to establish the visual identity and aesthetic for this new fashion blog.

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  • The landing page for BeyondTheRow.com. This large-scale CMS was designed to be responsive for all devices.

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  • The two images capture the infinate scorlling capability applied to the design of the CMS.

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  • This image highlights the full-width article image option within the cms and editorial design.

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  • An example of the full-width slideshow and editorial content.

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  • This image highlights the editorial image and half-page article image within the cms.

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Tinderology Featured in Creem Magazine Purchase The Zine Tinderology is the brainchild of author Anne Alexander and myself that explores what happens when pop culture meets the cosmos meets Tinder. Let the Zodiac guide your thumb in that age old debate to swipe right or to swipe left. You can find the zine in New York exclusively at the Self Salon locations in Bushwick and Williamsburg, or order online directly by emailing Tinderology@gmail.com. It retails in stores at $6 and $8 online, including shipping.

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  • The Tinderology Logo.

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  • Our first run of prints. We made 69 in total. This image shows five (obviously).

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  • The full cover of Tinderology.

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  • Because Leos always break my heart.

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  • Full spread of Leo.

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  • Typical Sagittarius.

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  • Because my first love was a Pisces.

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Welcome To Human FinanceView Website "Welcome to Human Finance" was a campaign we launched in September, targeting BABs, RIA's, and Independent brokers. The campaign consisted of three separate responsive microsites, rich media/flash banners, social media take overs, and print ads. I helped establish the design aesthetic, direction, and animation for the digital side of this campaign.

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Armani ExchangeView Case Study

A seasonal redesign for the fall 2012 collection.

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Astralwerks RedesignView Project

This was a pitch I put together for the potential opprotunity at a redesign of Astralwerks.com. Being 1 of 13 sub-labels under Capitol records and the only one focused on electronic and dance music, I explored this conceptual idea of Astralwerks being "the bold sibling" (see the pdf for the entire deck).

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Refinery29 + Nike

I worked with Refinery29 as a freelance Art Director/Designer on a new business pitch to Nike. The task at hand revolved around creating a custom e-commerce page that integrated editorial, social, and featured product. The main goal was to direct readers from the beauty/health section to this custom page which then presented them the new line of Nike winter workout gear.

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  • Subscriptional renewal pages.

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  • The voting sequence and result page.

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  • Log-in page.

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  • The home page.

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  • Subscription renewal page.

Your Year In MusicView Case Study

The idea for this campaign was to create a musical event and application for Rolling Stone that will allow subscribers to connect on and offline before the musical event. I wanted to create a campaign that would increase both subscriptions and renewals, as well as foster a new and younger community around the magazine. What the application essentially would do would scan the user's library and create an interactive timeline based upon what the user had been listening to throughout the course of the year. Once a user logs through their Rolling Stone membership ID, they have the option to automatically renew or subscribe to the magazine. One renewed the user will be able given access to attend and vote for the performer they want to see play at the "Your Year In Music" event.

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  • Tablet & Mobile landing page, along with the Facebook takeover.

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  • Subscriptional renewal pages.

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  • The voting sequence and result page.

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  • Log-in page.

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  • The home page.

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  • Subscription renewal page.

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  • Subscription renewal page.

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  • The voting page.