CREATIVE DIRECTION
It all starts with an idea, which becomes a story. My passion is conceptualizing an emotional storyline that align with brand/campaign goals, to then develop creative assets to share said story with the world.
THE SILVER NEEDLE RUNWAY
The Silver Needle Runway is the largest event production presented by Marist College. Produced entirely by students of the School of Communications and the Arts, the runway features garments designed and realized by senior Fashion Design students in a professional runway setting. The presentation appropriately closes out the academic year with a community-wide celebration of the growth and achievements of the preceding months.
As Creative Director, my responsibilities included establishing our theme, INTERLINKED; conceptualizing the story for all of our digital creative content; directing all photo and video shoots; and creating the aesthetic, design, and visual assets for our 38th annual in person runway show.
The first task as Creative Director is establishing the brand identity (ie. the “theme”) for that years show. This includes all creative aesthetic attributes, as well as brand story, to set the direction for all other teams to begin working on individual projects. Brief message of theme and deck created to present aesthetic to co-directors and team members shown below.
THEME CREATION: INTERLINKED
phase 1
IT IS TO ACKNOWLEDGE THE INTERLINKING OF THE JOURNEY THAT WE ALL UNDERTAKE, REALIZING THAT TO TRY TO SO HEAVILY CONTROL THE OUTCOME OF YOUR OWN LIFE WOULD BY DEFINITION, BE TRYING TO HEAVILY CONTROL THE OUTCOME OF EVERYONE ELSE’S.
AS THE CURRENT OF A RIVER DOES NOT RESIST ITS FLOW TO ITS GRANDER DESTINATION, NEITHER CAN WE.
WE MUST ACCEPT THE FLOW, BECAUSE WE ARE ALL INTERTWINED IN THE END IN A VAST MATRIX OF EXISTENCE.
ALL CURRENTS ARE MOVING AT THEIR OWN PACE IN THEIR OWN DIRECTION INDEPENDENTLY OF EACH OTHER, BUT EVENTUALLY, WILL ALL END UP IN THE SAME PLACE, JOINED AS ONE.
phase 2
CONCEPT AND EXECUTION
Once brand is established, I collaborate with the Digital Media team to create a concept for our promotional videos and virtual fashion show. The storyline of these videos was created to assist our audience in understanding the message of our theme.
phase 3
IN PERSON SHOW
My overarching and main task as Creative Director was the creation of our in-person runway show, which includes everything the audience “experiences” while watching the show (visuals, audio, lighting, runway layout, etc). The goal of the in-person show was to create a runway that was both elevated and represented our theme.
I chose a non-traditional runway layout, that began with models of each collection standing in individual spotlights behind a holographic light projection. 1-by-1 models exited their spotlight, which prompted the light to shut off, and enter the larger runway area.