Master Your Craft
Gel Collection
The Creative Idea:
A celebration of craft and culture.
Inspired by the textures, environments, and creative energy of Japan, the campaign explored how local influences could shape a distinct expression of Jordan Brand.
The visual direction brought together footwear, styling, and location to create a cohesive story rooted in its surroundings, connecting the collection to the people and culture it was designed to reach.
My Role:
Concept Development / Art Direction / Creative Production
Partnered with Jonanna Widner to develop the campaign's narrative and creative concept, translating the collection's cultural influences into a unified visual direction.
Led art direction across partner selection, styling, location development, photography, and post-production, while overseeing creative execution across event experiences and digital placements.
Creative Director: Felyx Tsoi
Art Director: Kyle Forsdick
Narrative: Jonanna Widner
Producer: Allison Ramos
Photographer: Ryohei Ambo
Jordan Streetwear Marketing: Fernanda Duarte
Product: Air Jordan 11, Air Jordan 1 Low, Jordan Session
