Empire

Outlets

EMPIRE OUTLETS is a 350,000-square-foot retail complex in the St. George neighborhood of Staten Island.

CONCEPT

I designed a 4-season campaign to help launch the EMPIRE OUTLETS. I had the challenge of creating the visual language for the brand long before the complex had been fully constructed.

By incorporating illustrations by Holly Nichols, the campaign gained a great deal of flexiblity. The illustrations serve dual purpose: they help establish a visual language for the brand and also provide a tool-kit of assets that summarizes the full consumer experience.

I directed the models to be active and full of joy. Each model is a busy New Yorker, who is being pulled to experience all that EMPIRE OUTLETS has to offer.

summer CAMPAIGN

FALl/winter CAMPAIGN

holiday CAMPAIGN

SPRING CAMPAIGN

OUTDOOR MEDIA

THE

PROCESS

1. Concept

Once the concept was sold in to the client, we began a relationship with illustrator Holly Nichols and photographer Sophy Holland.

2. CASTING

I created character break-downs for each of our seven models.
I developed mood boards and character descriptions to Donna Grossman Casting, who helped find models that had the right mix of personality and charisma.

3. styling, props & wardrobe

Those character break-downs dictated wardrobe, make-up, direction and styling. I provided mood boards to our stylist, Christina J Pacelli, and worked closely with her to hand-pick every piece of wardrobe and accessories.
I provided detailed concepts to our hair, make-up and nail team and worked closely with them to assemble each of our models’ unique looks for each season.
I provided detailed mood boards to a props stylist team and hand-selected all of our props that helped give life to every season of the campaign.

4. direction

The full photo shoot had a team of nearly 30 people, and I was the point-person for all the creative decisions.
I worked directly with photographer Sophy Holland to direct the talent. I also approved all of the hair, make-up, props and styling on set. I worked closely with our team at AKA to help ensure that all teams were working seamlessly throughout the day.

CLIENT: Empire Outlets
MY ROLE: Creative Direction • Concept & Design of Key Art • Conception/Ideation • Photo/Video Shoot Ideation & Direction • Creative Direction of Production Assets and Layout Design
AGENCY: AKA. Keyart Execution: Rosana Iarusso & Alex Enterline, Production Design: Billy Mitchell, Copy: Sam McMenamin, ECD: Bashan Aquart
PHOTOGRAPHY: Sophy Holland