Art direction, design
PICK YOUR VIBE
JanSport
The Pick Your Vibe Campaign pushed JanSport’s visual identity into a more fashion-forward space, spotlighting color stories and the diverse sub-genres within our audience, especially during the peak Back-To-School shopping period.
I led the campaign from concept through post-production, including art direction, studio production, style guide development, and digital assets across all platforms.
We brought models into a studio environment purposefully keeping set elements in frame to add personality and grit. Bold color grids, dramatic lighting, and energetic poses created dynamic visuals that felt new for the brand.
In addition, we built product focused assets with stark lighting and elevated placement within a grid-style layout to support our vendors and consumer needs. The visual aesthetic and poignant shopping experience led to the most profitable day in JanSport.com's history.
Model & Product Photography: Jess Kugler
Lead Art Director & Editing: Matthew Good
CD: Ben Raines
AD II & Motion Editing: Jon Laser
Stylist: Allie Liebgott
Sr. Graphic Designer: Anat Yaniv
Art direction, design
Adventure Within Reach
Eagle Creek
With international travel on pause in 2020, Eagle Creek, an American travel luggage and gear brand, had to reimagine its storytelling approach from globe-trotting adventures to exploration closer to home. We set out to launch the Adventure Within Reach campaign with the sole idea that adventure doesn't have to be thousands of miles away to be meaningful and inspiring.
I led and directed (with a dash of modeling) this multi-day shoot though the mountains of Colorado alongside a small, but mighty crew. One goal of creating this visual campaign was to allow for a bit of escapism from the weight of what the world was going through at the time. More importantly, we aimed to inspire people to rediscover their local surroundings through a lens of exploration.
Beyond the shoot, I was hands-on in the post-production phase creating key assets myself and alongside the team and overseeing additional campaign content across all of Eagle Creek's digital and wholesale channels.
Photographer: Ben Horton
Lead Art Director, Design, Editing: Matthew Good
CD & Secondary Photography: Ben Raines
Brand Manager: Jeff LaBonte
