A strong 15-year fashion editorial and print background, combined with a fascination with the opportunities for cross-platform execution offered by interactive media has led me to seek to work more comprehensively in that area.
The language of magazines, both visual and narrative, has guided me, and striking images combined with strong photography are a forte and hallmark of my work. Yet the need to communicate a message across a wide variety of platforms, with each execution exploring and taking full advantage of its medium, at the same time preserving the cohesiveness of the messaging, is a challenge that intrigues me.
I have been creative director at a number of titles, including Trace (1995-2000), The Fader (2000-2004), BlackBook (2004-2006), SPREAD ArtCulture (2005-present) and have also done editorial work for Big and Big Man magazines, and launched a sporadic newsprint ’zine of my own, Something In The Way (2005-present), as well as custom publications for the Thompson Group, Modelinia.com and W Hotels The Store.
In January 2008 I took CITY on as a client and radically reconceived and repurposed as a magazine by, for, and about the creative community of New York. The format was changed from the conventional 9” x 10.875” perfect-bound to an oversized 10” x 13” saddle stitch. I wanted to capitalize on saddle stitching’s lack of gutter, so the larger format, when opened flat, provides an impressive 20” x 13” spread, perfect for showcasing great imagery, and also an opportunity to do really interesting things with type. Our brief was to work with photographers who would create iconic, striking, original fashion imagery and portraiture, free of artifice and gimmick—strong, clear stories, that optimize the large page area and articulate the aesthetic sensibilities of the title.
We refocused the editorial content of the magazine onto the creative community, the “architects of influence,” and to do this created a central signature of the magazine called Citizens, with its own particular tweak of the magazine’s overall design DNA, a magazine within a magazine.
Realizing that it is no longer adequate for a small-circulation magazine to have a website that serves simply as an adjunct to and archive of the print book, I conceptualized and relaunched the CITY website as CITYIST.com, complete with a web TV channel, CITY TV, which launches with an interview show, CITYChat, and fashion and art movies to follow.
|ADVERTISING / MARKETING
I have worked on a number of pitches, special projects and campaigns for clients including Möet & Chandon, Alexander McQueen/Puma, Absolut, Pilsner Urquell, Natura, Le Coq Sportif and Casio. The projects range from specific initiatives to major campaigns in both traditional and non-traditional media. The most recent work was for an Alberto Culver hair product line, for which we have completed packaging, web, print and out-of-home still photography, and TV.
As creative director for this project I wrote the original print campaign as outlined in the successful pitch, then wrote the treatment for the TV spot. I directed all aspects of the shoot, including locations, casting, set art direction, costume, specific shot sequence and storyboard, CGI, and music.
For advertising work I take the same approach as for editorial, which is to create strong, bold, original messages that are “site-specific” across the various media utilized, in other words that make full use of the key benefit of each. My goal is to create true “360°” campaigns, that arrive at specific executions across a range of media, while retaining cohesiveness overall. I have a background as a writer, and so I can and do conceptualize campaigns cohesively, rather than with visuals on one side and copy on another, and many of the techniques and methods I’ve learned and used on the editorial side have been of great use when developing and working on compelling and original advertising.
I co-art directed a book of photography, Endurance, by Theresa Ortolani (powerHouse) and am currently working on two others, by photographers Klaus Thymann and Marc Baptiste. I wrote forewords to the books Remastered, by curator Sebastien Agneessens (Gestalten), and Trenchtown Love, by photographer Patrick Cariou (Harper’s), for whom I am writing the foreword for the forthcoming monograph Gitans.