Robert Marc NYC SS22
Creative Direction — Brand Refresh — Campaign — Digital — Retail Experience
Repositioned a heritage eyewear brand through a vibrant seasonal campaign that introduced a younger, more expressive visual identity across digital and retail.
Overview
Since 1981, Robert Marc NYC has been recognized for timeless eyewear and understated luxury, serving a loyal clientele across its New York boutiques. The SS22 campaign marked a strategic shift toward a younger audience, introducing a more contemporary visual language while preserving the craftsmanship and sophistication at the core of the brand.
Challenge
Refresh the brand to appeal to a new generation of customers without compromising the heritage and credibility that had defined Robert Marc NYC for more than four decades. The campaign needed to feel modern, optimistic, and fashion-forward while remaining unmistakably Robert Marc.
Creative Concept
The creative direction embraced bold color, movement, and expressive portraiture to shift the brand's visual language toward a younger, style-conscious audience. Collaborating with photographer Kate Owen, we developed a campaign that balanced editorial sophistication with contemporary energy, creating a more approachable expression of luxury across every customer touchpoint.
Role
Creative Concept — Art Direction — Creative Production — On-Set Production — Styling — Casting — Post Production
Selected Deliverables
Campaign Photography — Campaign Film — Website — Social Media — Paid Social — Printed Booklets — Retail Installations — Digital Displays
Outcome
Established a refreshed visual direction for Robert Marc NYC through a fully integrated campaign spanning digital, retail, print, and motion, positioning the brand to engage a younger audience while honoring its legacy of craftsmanship and design.
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Robert Marc NYC — 40th Anniversary
Editorial Design — Brand Publishing — Print Design — Art Direction — Brand Heritage
Designed a commemorative publication celebrating four decades of Robert Marc NYC, translating the brand's heritage into a refined editorial experience for boutiques nationwide.
Overview
To celebrate Robert Marc NYC's 40th anniversary, I designed a limited-edition editorial publication honoring the brand's history, craftsmanship, and enduring influence on luxury eyewear. Distributed across all boutiques, the publication reinforced the brand's legacy while creating a meaningful touchpoint for clients.
Challenge
Celebrate forty years of craftsmanship through a printed experience that felt both contemporary and timeless. The publication needed to balance archival storytelling with modern editorial design while reflecting the understated sophistication synonymous with Robert Marc NYC.
Creative Concept
Inspired by the elegance of independent fashion publications and luxury newspapers, the design embraced restrained typography, generous white space, and an editorial rhythm that allowed the brand's history and imagery to take center stage. Rather than functioning as promotional material, the publication was conceived as a collectible piece celebrating four decades of design and craftsmanship.
Role
Art Direction — Editorial Design — Publication Design — Print Production — Typography
Selected Deliverables
40th Anniversary Publication — Editorial Layout — Print Production — Retail Distribution
Outcome
Created a collectible brand publication distributed across Robert Marc NYC boutiques, celebrating the company's 40-year legacy while reinforcing its position as a leader in luxury eyewear through thoughtful editorial storytelling.
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Robert Marc NYC FW21
Creative Direction — Integrated Campaign — OOH — Retail Experience — Digital
Expanded Robert Marc NYC's brand presence beyond retail through the company's first integrated out-of-home campaign, introducing a more expressive visual language across digital and physical environments.
Overview
FW21 marked Robert Marc NYC's first venture into out-of-home advertising, extending the brand beyond its boutiques into the streets of New York. The campaign introduced a richer storytelling approach across digital, retail, and environmental touchpoints while preserving the timeless sophistication synonymous with the brand.
Challenge
Create a campaign that could seamlessly transition between digital and physical environments while introducing Robert Marc NYC to new audiences. The work needed to feel culturally relevant, visually distinctive, and unmistakably premium without compromising the brand's understated heritage.
Creative Concept
Inspired by the creative spirit of Andy Warhol's Factory, the campaign balanced bohemian expression with refined luxury. Rich textures, cinematic storytelling, and an air of mystery created a visual language that felt artistic yet sophisticated, translating effortlessly across retail, digital, and public spaces.
Role
Creative Direction — Creative Production — Art Direction — Campaign Development — Creative Production — Visual Merchandising
Selected Deliverables
Campaign Photography — Website — Organic Social — Paid Social — Out-of-Home Advertising — Retail Graphics — Window Displays — Motion Content
Outcome
Introduced Robert Marc NYC's first out-of-home campaign through an integrated creative system spanning retail, digital, and environmental media, establishing a broader public presence while reinforcing the brand's luxury positioning.