Morgenthal Frederics FW22 Holiday

Creative Direction — Integrated Campaign — Artist Collaboration — Retail Experience — Digital

Created an immersive holiday campaign in collaboration with Brooklyn artist Charles Shedden, transforming original artwork into a cohesive retail and digital experience.

Overview

To reimagine the holiday season for Morgenthal Frederics, I developed an integrated campaign centered around a collaboration with Brooklyn-based artist Charles Shedden. Inspired by a visit to his studio, the campaign transformed original artwork into an immersive brand experience spanning digital channels and 18 retail boutiques nationwide.

Challenge

Create a distinctive holiday campaign that elevated the brand beyond traditional luxury retail while attracting a younger, culturally engaged audience. The experience needed to feel collectible, immersive, and consistent across every customer touchpoint.

Creative Concept

During a visit to Charles Shedden's Brooklyn studio, I was drawn to a series of hand-painted skiers and envisioned them as oversized backdrops with Morgenthal Frederics eyewear layered into the artwork. That initial concept evolved into a fully integrated holiday campaign, extending the artwork into custom window installations, hand-painted shadow boxes, animated digital content, and sculptural displays that transformed each storefront into an immersive gallery experience.

Role

Creative Direction — Creative Concept — Artist Collaboration — Art Direction — Creative Production — Mood Boards — Print Production — Visual Merchandising

Selected Deliverables

Campaign Identity — Website — Social Campaign — Gift Guide Emails — Window Displays — Shadow Box Artwork — Custom Sculptures — Motion Graphics — Behind-the-Scenes Content — Retail Graphics

Outcome

Delivered a fully integrated campaign that transformed an artist collaboration into a cohesive brand experience across digital channels and 18 retail boutiques, strengthening the brand's cultural relevance and creating a memorable holiday destination.

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Morgenthal Frederics SS22

Art Direction — Campaign — Brand Storytelling — Retail Experience — Digital

Developed the second seasonal campaign in the brand's history, creating a timeless visual language inspired by the Japanese concept of Ma that extended across digital, retail, social, and in-store experiences.

Overview

Morgenthal Frederics sought to establish a more contemporary visual language while honoring its heritage of craftsmanship. As only the second seasonal campaign in the brand's history, the objective was to create a concept that felt distinctive, enduring, and adaptable enough to extend well beyond a single season.

Challenge

Create a modern campaign system that could introduce the new MA Collection, resonate with a younger audience, and unify every customer touchpoint—from e-commerce and social media to retail windows and in-store experiences—without relying on seasonal trends.

Creative Concept

Inspired by the Japanese concept of Ma (negative space) and the visual rhythm of The White Stripes' Seven Nation Army, the campaign embraced bold color, movement, and restraint to create a timeless visual language. A new creative team—including photographer Kate Owen and carefully selected casting, styling, and hair & makeup—helped reposition the brand with a more youthful, expressive point of view while remaining true to its luxury heritage.

Role

Art Direction — Creative Concept — Creative Production — Casting — Storytelling — Visual Merchandising

Selected Deliverables

Website — Social Media — Paid Social — Email Marketing — Window Displays — In-Store Graphics — Retail Posters

Outcome

Delivered a cohesive campaign system that established a new creative direction for the brand, extending a single visual language across digital, retail, social, and physical environments while creating a timeless foundation for future campaigns.

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Morgenthal Frederics SS21

Art Direction — Brand Campaign — Creative Direction — Digital — Retail

Established the first on-model campaign in the brand's 108-year history, creating a timeless visual system that redefined the customer experience across digital, retail, and concierge services.

Overview

As Morgenthal Frederics' on-model campaign since the brand's founding in 1913, SS21 marked a pivotal shift from product-focused imagery to emotionally driven storytelling. Designed during the COVID-19 pandemic, the campaign introduced a timeless visual language that balanced heritage, craftsmanship, and modern luxury while supporting the launch of new concierge services.

Challenge

Create a campaign that felt enduring rather than seasonal—one that could represent the brand for years to come while introducing a more personal, lifestyle-driven expression of luxury. The work also needed to support new digital concierge services, including virtual consultations, private shopping appointments, and eye care experiences introduced during the pandemic.

Creative Concept

The campaign was built around the idea of quiet luxury—elevating the relationship between craftsmanship, people, and service through restrained styling, timeless casting, and natural storytelling. Every image was designed to feel sophisticated and seasonless, establishing a flexible visual language that could evolve across campaigns, retail environments, and digital experiences without feeling tied to a specific moment in time.

Role

Creative Direction — Art Direction — Campaign Concept — Styling — Casting — Shot Development — Creative Production — Post Production

Selected Deliverables

Campaign Photography — Website — Social Campaign — Paid Media — Concierge Services — Retail Marketing — YouTube Launch — Digital Advertising

Outcome

Established the foundation for Morgenthal Frederics' modern campaign language, introducing the brand's first lifestyle photography while supporting the launch of digital concierge services during COVID-19. The work created a timeless creative system that elevated the customer experience across website, retail, social media, and emerging digital channels.