The Tribeca Film Festival 2014 campaign was created around the concept of the New Rules of Film. The "Rules" are a collection of new-school wisdom and timely observations about the changing culture of film. The Rules engaged a broad audience, resonating with industry insiders and film enthusiasts alike. Our work included a style guide developing a new visual language to be applied in all executions including signage, marketing materials, merchandise, and digital. The result was a bold and cohesive campaign that infused new life into the long-established festival.
Role: Creative Director
TFF2014 Sizzle Reel
Tribeca Film Festival 2014 Preshow
Tribeca Film Festival Trailer
A New York State Of Film
Tribeca By Numbers
Tribeca Innovation Week
Tribeca Film Festival 2013
TFF had a tradition of using logo-centric visuals, but our goal in the 2013 work was to amplify the visual language, making it bolder and more memorable. We made a tactile, three dimensional version of the logo and shot it in various locations pertaining to the festival and film making. A social teaser campaign cryptically placed letters from the logo in situ, allowing the audience to watch the logo literally come together piece by piece out in the community. The response was tremendous, connecting with film lovers and industry people alike. The campaign rolled out across print, broadcast and interactive, beginning with awareness print and outdoor ads showcasing the dates of Festival. The campaign then extended to collateral, event signage, and digital advertising and social media.
Role: Creative Director
This is a self-directed personal project that takes my own thoughts, observations, and riffs on popular phrases, and then renders them in highly-considered typographical compositions.
A selection of pieces from this series received a Type Directors Club certificate of typographic excellence. The pieces will be included in Typography 36 and a traveling exhibition. Many thanks to the judges and the TDC for the recognition.
Each year, Intel brings more than 1,500 high school students from around the globe to ISEF (International Science and Engineering Fair) to compete for over $3 million in grants, scholarships and internships. As part of the Sci Art series, Intel connected 25 artists with 25 ISEF student scientists, asking each artist to create an original piece bringing one of the students’ scientific breakthroughs to life. Noise, a New York based digital agency, invited me to create a poster depicting the invention of a paper sensor that detects pancreatic cancer--an innovation that could save countless lives. The project won the Grand Prize, securing a Gordon E. Moore award. Intel hosted an online gallery that commemorated the Fair and prominently featured the posters.
Twin Directors TWIN asked me to create a theatrical one-sheet for their short film. The film is an exploration of scale, as even the title Little Kaiju (which means Little Monster) indicates. The title character, the city of Tokyo, and the night moon are the most iconic visual elements of the film, with a theme of light permeating the story. Among the dense collection of lights and buildings that is Tokyo, our little friend has only a single lamp to light his way. Ultimately, I wanted the poster to convey that this is an epic, thought-provoking animated feature, and set this “big” feeling in ironic tension with the typography’s prominent “Little.”
As lead designer on this project, my primary goal was to create an aesthetically cohesive presentation. All of these fantastic cartoons were from different visual worlds that were never meant to co-exist; the challenge was to present them all in one impressive package without detracting from their individual interest. We started with Nickelodeon's brand colors and library of rich images. Later we developed a bold illustrative style and type system to unify the content. From page to page, readers experience beautiful full-bleed images accompanied by insightful pull quotes from the creators. Not Just Cartoons, Nicktoons also includes interviews from show creators and production sketches from hits like Ren & Stimpy and Avatar, making it a must have for animation freaks and pop culture historians. The book can be purchased here.
A collection of word marks I have created over my career for clients including Tribeca, Nickelodeon, Sembrado, Ogilvy, and Cartoon Network.
Typography and Illustration
A collection of type and illustrations for clients including Illustrated Etymology, Premium Goods, Nickelodeon, Tribeca and Uniqlo.
Posters are one of my favorite one-off projects. I love condensing the entire meaning and promise of a show, a record, or movie into a bold graphic statement. My poster clients have included J Dilla, The Reverend Horton Heat, Styles P, R.A. The Rugged Man, They Might Be Giants, SouthPaw, Adult Swim and MTV.
Falling in love was easy. Weddings are not so easy. My now-wife and I divided the infinite tasks associated with the wedding, and my job was developing the look and feel. To create a classic feel with modern touches, I created a design with minimal borders and romantic typography, balanced with a stark black and white palette to keep it simple and elegant. As you can see, we went pretty hard, ya'll--letter-pressed everything, rubber stamps, totebag, custom hankies, pens and even screen-printed pillows. No detail was left unturned, as the amazing Martha Stewart Weddings team was with us every step of the way. Our nuptials, which took place at Miami’s legendary Raleigh Hotel, were featured in MSW summer 2012. It was the truly best day ever.
This collection of videos features some of my favorite promotional spots that I art directed while at Nickelodeon between 2010 and 2012. My main role was to oversee the art direction and design for each spot, including work for Nick's IPs, events and social initiatives. Nickelodeon taught me so much about true collaboration and how important momentum is to successful projects. I was honored to work with a ton of talented motion designers, writers, producers, directors and productions studios to create these pieces. All were created under the design direction of Matthew Duntemann, SVP of Design, and creative direction of Jay Schmalholz, SVP at Nickelodeon.
KCA 2012 Part 1
KCA 2012 Part 2
KCA 2012 Part 3
Nick@Nite Black History "John Lee Love
Asian Pacific Heritage Month "Yoko Ono"
Asian Pacific Heritage Month "Dat Nguyen"
Asian Pacific American Heritage Month "Jim Lee"
Asian Pacific American Heritage Month "Jhumpa Lahiri"
Fanboy and Chum Chum BTS
Tribeca has a great heritage as a brand, but the public mostly attaches it to the festival itself. To position Tribeca as a major player in the arts year-round, we decided to completely revamp the website, shifting the user experience from an institutional/informational site to an editorially driven experience that is useful, entertaining and engaging for not only fans of film, but also artists themselves and avid culture junkies. Our team concepted the new site from the ground up, including the following elements:
UX/UI - Shifting to a visually driven editorial experience with eye catching headlines. Some key features include large high quality images, a robust persistent global navigation, and content that fuses practical information about the festival with of-the-moment features about arts and culture at large.
Content tagging system - Our goal was to surface a great archive of historical content while creating unique new editorial content to position Tribeca as a vital voice in current culture as well as film.
Branding - The site works to educate the public about Tribeca’s sub-brands while preserving the strength and heritage of the Festival brand. We used strategically designed navigation and a color coding system to differentiate the many brands from one another.