Project – Abercrombie & Fitch

Hollister Carpe Now | “Live for the unexpected.
Live in the moments. Live like it’s summer. Every. Single. Day.”

Carpe Now became Hollister’s brand campaign in Spring 2018, and lasted through 2019. The campaign followed a group of friends around L.A. as they transform the ordinary into the extraordinary.

I created the Carpe Now logos and set the graphic and color direction that was used to guide the design of the Hollister omni-channel experience. I conceived creative content, like games and characters, that were featured on Instagram to encourage user engagement, and I developed the graphic and animation direction for campaign videos.

The Carpe Now Crate delivered tools (such as pool floats and a ball pit) to teens in various locations throughout the country. Their endless summer experience was captured and displayed on Hollister channels daily, and was prominently featured in “Carpe Life,” a YouTube reality series collaboration between Hollister and Awesomeness TV targeting teens and preteens. I designed the graphics for the exterior of the crate. These graphics were also used on the Carpe Now Box, a prize package sent to select members of Club Cali, Hollister’s customer loyalty program.

Year: 2018-2019

Creative Direction: Matt Montgomery  Art Direction: Chris Vestal, Jaye Riedinger, & Jonathan Theiss  Branding and Design:  Jonathan Theiss  Photography:  Lowfield Photography  DP: Dan Dixon  Video Editing and Motion: Tim Hansberry  Set Fabrication: Rob Strauss Studio