20 Years Later, and Still Soul Searching
I win my first significant campaign pitch. In 2003 the Kenneth Cole New York brand was planning to reposition this namesake label as a luxury brand. The creative marketing team was challenged to pitch a concept for the look and feel of this 20th Anniversary collection using the concept "20 years later and still soul searching." My black and white vision was inspired by the design of the new clothing collection, and by Kenneth's notes found scribbled on various creative mock ups. It won the pitch, and the senior creative team finished the final executions, having Richard Avendon (yes!!) shoot the creative on a closed set. Based on sales and consumer reaction, it was a test that succeeded to become the new look of the KCNY brand label. See my Kenneth Cole New York Branding web page to see how we developed the brand.
Print Ads / Printed Mailer
Below are select layouts from the 20th Anniversary printed mailer, distributed in the New York Times during Fall Fashion Week 2003. Several of these layouts were also made into print advertising, appearing in Vogue, GQ, Vanity Fair and other top fashion publications.
Campaign in Retail Environment
I worked closely with a window dresser to render the campaign into a 3D experience in windows for key flagship stores. Visual juxtapositions were used to create interest: black and white walls, a play on type scale, the use of mixed typography, and incorporating framed past campaigns alongside the current campaign's images. These windows are from the Rockefeller Center store on 5th Avenue, NYC.
Creative Pitch Boards: How We Got Here
Creative Director: L.Kolk
Art Director: C. Yoham (final execution, photography)
Art Director: J. Padgett (initial visual direction and design)
Copy: A. Dixie, L. Kolk
Photography: R. Avedon
Styling: G. Cortina