Project – Abercrombie & Fitch

The Hollister marketing creative team was engaged to completely rebrand the denim customer experience, and reimagine creative direction to support the omni-channel denim category. We created a denim-first styling approach that accentuated denim against clean, California backdrops. We empowered customers to visualize themselves in our denim by featuring fits on a diverse cast of bodies. As creative director, I led the cross-discipline execution of the denim experience across all owned, earned, and paid media channels.

Additionally, I conceived the marketing art direction for the campaign, created the branding, and developed the graphic elements. The art direction was used to brand the store and e-comm experiences, paid advertising, motion graphics, and social media content.

Year: 2022-2023

Creative Direction: Chris Vestal  Art Direction: Jonathan Theiss,  Molly Haring  Branding and Design: Jonathan Theiss  Photography: Cole Barash, Taryn Kent, Warren Smith, Lowfield  DP: Dan Dixon  Video Editing and Motion: Matt Miner