director of creative services, Apr 2008 – Sept 2009
Conceived, directed, and produced branding, advertising, marketing collateral, print, packaging,
video, music, and web media for Herve Leger, Max Azria, Manoukian, including
launching BCBGeneration and Miley Cyrus & Max Azria (Walmart exclusive).
These brands were prioritized as growth opportunities for the group and had been for the most part inactive branding wise. A large media spend was off the table, hence hitting the mark with high cost efficiency was of critical importance. I focused on building concepts and casting talent that would yield high press impact and lay the roots for the campaigns to spread virally.
The Nastia Liukin (Olympic Gold Medalist) / Max Azria campaign was picked
up by all major fashion (traditional and new) media, including national
The Lissy Trullie (Musician) / Herve Leger campaign music video was viewed
on youtube over 100k times within the first month and then picked up by MTV
reaching millions of viewers.
The Sasha Grey (2008 female performer of the year, AVN porn awards) /
Manoukian campaign launched in hundreds of stores around Europe to coincide
with the launch of her lead acting debut in Oscar winning director Steven
Soderbergh’s “The Girlfriend Experience.”
Established a new print post-production process and renegotiate printing
contracts in an effort to improve quality and reduce costs. This initiative
reduced costs by 30 percent on several millions dollars.
Built a pipeline for all e-commerce post-production to raise quality,
reduce costs, and service a rapidly growing volume of imagery on a tight
schedule. A team of 25 workers was organized in India in collaboration with
a New York based image specialist. Cost per image was reduced by 70 percent,
servicing thousands of images per month.
For BCBGeneration, reconfigured the website to a blog format including a
full product section build-out in preparation for its integration into the
company's e-commerce platform. This included setting an imaging standard
where 200 items were shot per day on a single bay for on body fashion,
accessories, and shoes.