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For this new Alpha Industries production I was tasked with elevating the brand to position it alongside labels in the luxury retail space. We focused heavily on elevating the styling as a start. We brought in a veteran from Barney's to work her magic on set. The collection itself took heavy inspiration from U.S. military para riggers, who are specially trained in the important task of packing and repairing parachutes. We found a vintage military parachute and featured this as one of our reoccurring visual elements to reinforce the heritage associated with the brand. 


In addition to leading the creative vision of the campaign, I produced and directed multiple videos that worked as teasers and socially shareable commercials. This content was highlighted and featured on online media outlets such as High Snobiety, Hypebeast, and Fader.


Paid media Facebook

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Grid takeover pre-launch 

on instagram

Instagram targeted

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New website, landing pages, and

e-com shopping experience.

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