creative strategy / design / communications
creative strategy / design / communications
Face the river
This was Gavin's story to tell, and I was brought on as strategic creative director to help him tell it. Face The River is a deeply personal album about the loss of his parents, released across two consecutive tour rollouts: Full Circle Tour and Face The River Summer Tour. Together, we built a creative world he could stand inside, and a pathway for fans to walk in beside him. Partnered closely with management and artist team to shape a narrative that held the weight of the album across both cycles, playing smaller venues in intimate settings, connecting deeper with audiences. Translated what Gavin was already saying and curated it across every surface. The rollout included a Facebook Watch series where Gavin told the story of his parents in his own voice, opening the album's deepest sentiments to fans on his terms.
Scope
Brand & Narrative Strategy, Art Direction, Tour Strategy, Social Strategy & Planning
Client
Gavin DeGraw
A virtual benefit designed to feel like a cultural moment, not a fundraising ask. Brought on as art director for #FightLyme with Avril & Friends, a virtual benefit concert (and PSA leading up to it) produced at the height of the pandemic to raise funds and awareness for The Avril Lavigne Foundation and Global Lyme Alliance. Built the event's full visual identity, from livestream graphics to merchandise to the campaign's social grid, giving a benefit stream the cultural texture of an actual show turning a fundraising livestream into a cultural event that kept Lyme disease in the conversation.
Learn More About Lyme Disease | Rolling Stone Coverage | iHeart Radio Coverage
#FIGHTLYME with avril & Friends
Scope
Art Direction, Visual Identity, Event Strategy, Pitch Development, Merchandise Design, Event Production Support
Client
The Avril Lavigne Foundation
Strange days
Proof that a creative direction can hold a fanbase together when the live show is not an option. Long-term strategic creative partner to the band, embedded with management across tour, album, and brand identity, with the job of building a clearer creative signal across everything fans saw. When the original tour halted, the band pivoted, recorded an album in lockdown, and the creative output through social became how fans felt closest to the band. We transitioned from the Make It Big tour aesthetic and built on what was already alive in the Strange Days album world, curating it into a cohesive, elevated creative experience across every piece of content: social grid, album rollout campaigns, custom artwork for every track, physical music packaging, and a full merchandise line.
Listen to the album & see the custom visualizer artwork for each track
Scope
Brand & Narrative Strategy, Art Direction, Social Strategy & Planning, Packaging Design, Branded Content, Merch Design
Client
The Struts
#IWALKWITHANTHONY
A four-week sprint to mobilize a celebrity coalition around a cause I've stood with for fourteen years. Brought on to lead 360 creative for #IWalkWithAnthony, a virtual fundraising and advocacy campaign for Walking With Anthony, built around a celebrity PSA and a premium online auction of experiences and memorabilia. Shaped the narrative framing and built the pitch decks and onesheets that brought Jerry West, Tua Tagovailoa, Ricky Martin, Vernon Davis, and other celebrity and sponsor supporters on board (along with our own WWA Warriors). Created the visual identity, co-wrote portions of the PSA script, art directed, and designed the #IWalkWithAnthony merchandise worn by every celebrity and hero participant. All proceeds funded rehabilitation, caregiving, and emergency support for individuals and families affected by spinal cord injury.
Scope
Narrative Strategy, Creative Direction, Visual Identity, Campaign Design, Pitch Development, Script Development, Merch Design
Client
Walking With Anthony
