CREATIVE DIRECTION : Eco-Friendly adventure gear for a new breed of explorer
CLIENT : NAU
MY ROLE : Creative Director
Exploration Society
I came up with this idea to feature NAU’s Spring/Summer/Fall/Winter fashion lines at the same time on multiple adventures in different states. The teams I invited were actual creative explorers. I invited locals to stay true to the places we were exploring and outsiders to keep things fresh with that wonderful “Whoa, what’s that?” outlook. The crew was made of writers, photographers, skaters, illustrators, foodies, and generally creative people who lived to reflect the feelings they have about the places they visit. My direction to the creatives was to make art and poetry. To get as weird as they wanted to with full creative freedom. They all came back with exceptional work.
I proposed a partnership with the Ace Hotel because they are renowned for connecting creative visitors with the local scene. The hotels in New York, Portland, and New Orleans were our team’s basecamps.
This project created an over abundance of assets for NAU to use for all their marketing needs and elevated the brand for the new wave of adventurer. The project also brought a bunch of new people together and I’m certain new inspirations was sparked from it.
House of NAU
The belief that fashion and sustainability could work together was so radical at first that NAU’s original registered business name was Unfuck The World, Inc. This was the direction I thought was should start with when creating a printed company profile. It was beautiful, edgy, and honest. This small magazine was distributed as an insert in Stay Wild adventure magazine, at trade shows like Outdoor Retailer, and free publication racks all around the United States.
