SOCIAL CONTENT / ART DIRECTION / DIGITAL DESIGN

SOCIAL CONTENT / ART DIRECTION / DIGITAL DESIGN

SOCIAL CONTENT / ART DIRECTION / DIGITAL DESIGN

SOCIAL CONTENT / ART DIRECTION / DIGITAL DESIGN

SOCIAL CONTENT / ART DIRECTION / DIGITAL DESIGN

Converse MA-1 

Converse MA-1 

Converse MA-1 

Converse MA-1 

Converse MA-1 

The MA-1 was designed by the United States Air Force to serve as an intermediate weight flight jacket for use all year. It is one of the most popular outerwear styles of current day, and probably the most famous piece of military clothing to find crossover success as a piece of civilian wear. The jacket possesses a rich history which can be traced from its military origins through various subcultures including the punk and skinhead movements and gay communities in the 1980s. 

To Launch this important collection for its online campaign, Converse teamed up with two Chinese independent bands Life For Drinking and The Grindstone. I was the Creative and Design lead, which involved sourcing KOLs, art directing and producing a video as well as still images. I was also in charge of briefing copywriters, designing content layout for the brand site, and overseeing and managing the adaptation of the content to other online platforms. The images were then selected and adapted to retail environment.

The MA-1 was designed by the United States Air Force to serve as an intermediate weight flight jacket for use all year. It is one of the most popular outerwear styles of current day, and probably the most famous piece of military clothing to find crossover success as a piece of civilian wear. The jacket possesses a rich history which can be traced from its military origins through various subcultures including the punk and skinhead movements and gay communities in the 1980s. 

To Launch this important collection for its online campaign, Converse teamed up with two Chinese independent bands Life For Drinking and The Grindstone. I was the Creative and Design lead, which involved art directing and producing a video as well as still images. I was also in charge of briefing copywriters, designing content layout for the brand site, and overseeing and managing the adaptation of the content to other online platforms. The images were then selected and adapted to retail environment.

The MA-1 was designed by the United States Air Force to serve as an intermediate weight flight jacket for use all year. It is one of the most popular outerwear styles of current day, and probably the most famous piece of military clothing to find crossover success as a piece of civilian wear. The jacket possesses a rich history which can be traced from its military origins through various subcultures including the punk and skinhead movements and gay communities in the 1980s. 

To Launch this important collection for its online campaign, Converse teamed up with two Chinese independent bands Life For Drinking and The Grindstone. I was the Creative and Design lead, which involved art directing and producing a video as well as still images. I was also in charge of briefing copywriters, designing content layout for the brand site, and overseeing and managing the adaptation of the content to other online platforms. The images were then selected and adapted to retail environment.

The MA-1 was designed by the United States Air Force to serve as an intermediate weight flight jacket for use all year. It is one of the most popular outerwear styles of current day, and probably the most famous piece of military clothing to find crossover success as a piece of civilian wear. The jacket possesses a rich history which can be traced from its military origins through various subcultures including the punk and skinhead movements and gay communities in the 1980s. 

To Launch this important collection for its online campaign, Converse teamed up with two Chinese independent bands Life For Drinking and The Grindstone. I was the Creative and Design lead, which involved sourcing art directing and producing a video as well as still images. I was also in charge of briefing copywriters, designing content layout for the brand site, and overseeing and managing the adaptation of the content to other online platforms. The images were then selected and adapted to retail environment.

The MA-1 was designed by the United States Air Force to serve as an intermediate weight flight jacket for use all year. It is one of the most popular outerwear styles of current day, and probably the most famous piece of military clothing to find crossover success as a piece of civilian wear. The jacket possesses a rich history which can be traced from its military origins through various subcultures including the punk and skinhead movements and gay communities in the 1980s.