Consultant for Art + Photography,
Consulting Creative Director

Commissioned for an extensive redesign, and brand repostioning for Wallpaper*. Collaborating with the editorial staff, the publisher and the creative team, met objectives to evolve the brand and the journal—which involved a full redesign of the print publication, launching a new digital platform, and developing a new roster of contributors. The consequent success put Wallpaper* back on par with the best of global lifestyle, design and shelter journals. With a desk in the London office, the commission included negotiating contracts, developing a talent base of world class photographers and illustrators for the publication, and nurturing the creative and art buying teams.

Wallpaper*’s new website put UX front and center, and showcased the publication’s high quality content beautifully, heightening brand exposure and customer engagement. The design standards we created across print and digital channels are still in use today.

Developed brand assets and an e-commerce website for the launch of Gibson & Dehn. This included focusing the brand vision of multiple stakeholders to a singular point of view, concepting + creative direction of photography, developing marketing + functional copy, design + artwork for the site build, and project organization and management.

Developed the brand foundation for 10 Grove—direct to consumer fine home bedding. This included the name exploration, and developing the logos, color palette, brand fonts, brand voice, brand traits, and content creation for the launch of the brand. Directed photoshoot and illustration commission.

Consultant for Art + Photography,
Consulting Creative Director

For this March fashion issue of Wallpaper*, we decided to create one issue-wide story in the spirit of Truman Capote’s Black + White Ball. I engaged two photographers and good friends to take on this project together : Jason Schmidt, a Wallpaper* contributor known for his portraits and architectural stories, and Alexei Hay, a fashion photographer. We brought them to London to expand upon the vision for the story, which we shot in a languishing Estate House with good bones, Luton Hoo. The result: A cinematic-like 50 page story, that published to great fanfare.  

styling + production . Wallpaper* team
photography . Alexi Hay + Jason Schmidt

Publicis - New York, client
Consulting Creative Direction / Art Direction

Following the development of Lancôme’s Hypnôse, engaged by Publicis to develop alternate positioning concepts for L’Oreal’s Matrix Hair Products.

Worked with Aubyn Gwinn, SVP, Group Creative Director, Publicis, New York.

 

Client, various

A variety of alcohol/spirits and food promotion, as portrayed in the pages of Wallpaper*. A range is shown here from commercial to more artistic approaches. 

 

Sephora X Wednesday
HOLIDAY ADVERTISING 2020

Jonas Lindstroem | Iconoclast

creative director . Michelle Wells
assoc creative director . Vicky Fong
sr art director . Courtney Stewart
photography . Nadine Ijewere
director . Willy Busfield

Campaign included but was not limited to: Windows, Front of Store Display, Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
assoc creative director . Vicky Fong
sr art director . Courtney Stewart
editorial cd . Desi Gallagos
editorial acd . Jackie Kropp
photography . Nadine Ijewere
director . Willy Busfield
production . Sabrina Bajaj

creative director . Michelle Wells
assoc creative director . Vicky Fong
sr art director . Courtney Stewart
art director . Chisaki Hagata

Campaign included but was not limited to: Windows, Front of Store Display, Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
assoc creative director . Kyung-Ah Son
sr art director . Natasha Katz
photography + video . Zach & Buj

Campaign included but was not limited to: Front of Store Display, Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
assoc creative director . Cara Mia Dontodonato
sr art director . Jessica Cassetari
animation studio . Buck

We were scheduled to shoot this campaign (photo/video) with a roster of models and a fairly large production the week after the pandemic hit, and lockdown. The entire production had been confirmed. Within a few days we pivoted to an animated campaign … during the earliest days of figuring out how to work as a team and do creative remotely. All in all, the whole team really stepped up and delivered a solid solution that performed well. Proud.

Campaign included but was not limited to: Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
assoc creative director . Kyung-Ah Son
sr art director . Natasha Katz
photography . Daria Kobayashi Ritch
director . Zexi Qi
still photography . Joyce Lee

Campaign included but was not limited to: Windows, Front of Store Display, Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
sr art director . Natasha Katz
sr designer . Olivia Yu 

Campaign included a vast number of formats that rolled out throughout the Holiday season, and included but was not limited to: Emails, Multi-format Digital Banners, Multi-format Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
assoc creative director . Cara Mia Tontodonato
sr art director . Margaret Park
still photography . Heesoo Kim
product director . Spencer Higgins
beauty photography (carried over from 2020) . Nicolas Kantor
beauty director (carried over from 2020) . Willy Busfield

Campaign included but was not limited to: Windows, Front of Store Display, Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

creative director . Michelle Wells
assoc creative director . Vicky Fong
sr art director . Courtney Stewart
photography . Nadine Ijewere
animation studio . Dress Code

Campaign includes a vast number of assets that roll out from August through the end of December. Each cycle included but is not limited to: Windows, Front of Store Display, Desktop + Mobile Hero Banners, Emails, Multi-format Digital Banners, Paid Digital Ads, Video + Still Ads for Facebook, YouTube + Instagram.

Design Director, AR New York

Managed consecutive seasons of advertising and related branding needs for Dolce & Gabbana and D&G. One of a handful of clients managed each season.

photography . Steven Meisel

FALL II SEASON  
GLOBAL ASSETS FOR PRINT, STORES, OUTDOOR, GAP.COM AND ALL DIGITAL - NORTH AMERICA, ASIA, UNITED KINGDOM

When the Gap hired me to art direct this season, the specific ask was to bring a dynamic quality and cross-cultural appeal to the brand imagery, while maintaining their brand parameters. The seasonal assets were used for multi-channel 360º global application. > Fall II Seasonal Imagery.  

photography . Ben Watts

Ippolita, client
Consulting Creative Director,
Marketing + Advertising

Advised regarding initiatives, developed advertising, digital, and collateral; assisted in hiring talent and setting up an internal creative department (marketing + advertising), sat on a committee developing in-store boutiques and other long-term initiatives.

Publicis - New York, client
Consulting Creative Direction / Art Direction

Engaged as a full-time consultant to develop a name, concept + brand direction for the global launch of Hypnôse by Lancôme. This included identity development, and concept development for print and television advertising. Hired by Group Creative Director of the L’Oréal account; managed an internal team to assist in the development. Presented to Béatrice Dautresme, EVP, Corporate Communications L’Oréal. The fragrance concept was very well received. It was then taken by Ms. Dautresme to Paris to be executed from the L’Oréal Paris headquarters.

Client

Michael & St.Armand, parent company 
•  2 Logos + Identity 

ENVIRONMENTS, Art Basel Miami event, by Michael & St.Armand

•  Logo + Identity 
•  Website design + Banner ads
•  Print Advertising 
•  All Collateral Material, including Invitations,
   Signage, Banners and Public Space
   Displays

The launch of ENVIRONMENTS was at Art Basel Miami, and the design concept was developed to expand to Art Basel, Switzerland, The Armory Show, NYC, and Art Beijing, China.   

A variety of logo designs and corresponding identities, in addition to specific case studies shown elsewhere.

 

Art Director

Donna Karan Beauty, advertising,
bottle + package design. 

Worked on a broad scope of projects at Donna Karan: global advertising campaigns, catalogues, mailers, package design, lookbooks, visuals and press kits for fashion shows, in-store displays. Worked on the development and launch of the Donna Karan Home division, and on the development of new fragrance andbeauty products. Worked with Stephen Weiss on all men's fragrance products. 

 

Art Director

DK MEN Unleaded by Donna Karan, advertising

While at Donna Karan worked on a broad scope of projects: global advertising campaigns, catalogues, mailers, package design, lookbooks, visuals and press kits for fashion shows, in-store displays. Worked on the development and launch of the Donna Karan Home division, and on the development of new fragrance and beautyproducts. Worked with Stephen Weiss on all men's fragrance products. 

 

Design Director, AR New York

Managed consecutive seasons of advertising and related branding needs for Valentino Collection, Ready-to-Wear and Accessories while at AR. One of a number of clients managed each season.

photography . Steven Meisel

Design Director, AR New York

Managed all advertising and branding needs for Richard Tyler, 360º. Created a new brand identity for the house, working closely with Richard Tyler, his wife and business partner, Lisa Trafficante and his team. This included creating a logo, brand standards and applications to all packaging and collateral material, clothing labels, stamps for application to shoes, bags, accessories, etc. Partnered with various vendors for these applications. Partnered with PR firm KCD on all shows and public events for the brand. 

photography . Luis Sanchez