Project – Abercrombie & Fitch

Since 2017, Hollister has partnered with GLSEN, the leading national education organization creating safe and inclusive K-12 schools for all youth, regardless of sexual orientation, gender identity, and gender expression. During Pride month in 2019, Hollister encouraged customers to support LGBTQ students with contributions to GLSEN. All US and EU stores displayed vibrant marketing materials, which featured information about GLSEN’s work and impact as told by GLSEN student leaders, and reached millions of consumers.

In collaboration with GLSEN, I set color and art direction, designed and illustrated marketing graphic assets, and created store and DTC collateral. I also established the photography direction featuring GLSEN student leaders and advocates. This total art direction was used to create the Hollister omni-channel Pride Guide customer experience.

Year: 2019

Creative Direction: Matt Montgomery  Art Direction: Jonathan Theiss, Jaye Riedinger  Branding and Design: Jonathan Theiss  Photography: Anna Harty DP: Matt Miner  Video Editing and Motion:  Magda Baez, Matt Miner  Set Fabrication: Rob Strauss Studio