Project - Abercrombie & Fitch

Midwest Kids x Hollister Drop 1 featuring Hollister’s first-ever guest creative director Darryl Brown. This collaboration was inspired by the straightforward, humble ethos of Midwest Kids, a streetwear line founded & designed by celebrity stylist Darryl Brown.

The “We Are All Midwest Kids” photography was captured at Central Catholic High School in Toledo, Ohio, where Darryl Brown lives. The hallways, gymnasium, auditorium, classrooms, and athletics trophy case were the settings for the vintage collegiate product story, and a yearbook-like backdrop was used to capture high school “superlative” moments with the cast. 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 collaboration, 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. I also designed a one-of-a-kind collection box and Midwest Kids Yearbook for superstar and celebrity influencer Lebron James.

Year: 2023

Creative Direction:  Chris Vestal, Jonathan Theiss  Art Direction: Jonathan Theiss,  Molly Haring   Branding and Design: Jonathan Theiss  Photography:  Sincere Dennis,  Gabrielle Shamon, Alaine Whitmire DP:  Kash Khullar  Video Editing:  Julien Turner, Matt Miner  Box and Yearbook Fabrication: Chris Vestal, Anna Marshall