Project – Abercrombie & Fitch

The Hollister Feel Lab was the concept for Hollister’s 2020 holiday campaign. From October through December 2020, Bill Nye The Science Guy, Tiktok-ers Charli and Dixie D’Amelio, and Hollister Brand Agent Noah Pugliano were the faces of the Feel Lab. “We’ve got gift-giving down to a science.”

I art directed and designed the branding and graphic elements that were used to guide the design of the Hollister omni-channel experience, as well as graphic elements used for animation within paid advertising content. I also conceived and directed the fabrication for the Feel Lab “machine” used on the photoshoot studio set, lab ID badges for the cast, and a t-shirt worn by Hollister store associates during the holiday season.

Year: 2020

Creative Direction: Chris Vestal   Art Direction: Jonathan Theiss, Nathalie Kossek  Branding and Design:  Jonathan Theiss   Photography:  Anna Harty, Gail Shamon  DP: Matt Miner  Video Editing and Motion:  Magda Baez, Matt Miner  Set Fabrication: Rob Strauss Studio

Sub-project

The Hollister Sale Lab was the concept for Hollister’s 2020 Seasonal Sale. Starting in October, Tiny Jeans, Hollister’s presence on Tiktok, was the mascot to hype shopping throughout the sale season. “Tiny Prices. Massive Sales. All. Month. Long. Engineered in The Hollister Sale Lab.”

I art directed and designed the branding and graphic elements that were used to guide the design of the Hollister omni-channel experience, as well as graphic elements used for animation within paid advertising content. I also conceived the Sale Lab set and props, and I directed the fabrication and styling for photoshoot.

Year: 2020

Creative Direction Chris Vestal /Art Direction Jonathan Theiss, Nathalie Kossek / Branding Design  Jonathan Theiss  / Photography Anna Harty, Gail Shamon / DP Matt Miner / Video Editor Matt Miner, Magda Baez / Set Fabrication Anna Marshall