Proud to be a small part of driving Johnnie-O's highest day on record in 2026.
This was a delightful pure-strategy engagement with west coast prep apparel company Johnnie-O. The bulk of it is client-confidential, but I can share a few mockups and set the scene: Once a month for 14mo, I got in a room with Johnnie-O marketing SVP & Director, their internal design team, and my excellent counterparts on the media side who opened the call with performance reporting and analysis.
Each month, I'd bring a custom deep-dive that covered things like testing strategy, competitor analysis, messaging, reaching new audiences, channel strategy—and discussion-driving mockups for the internal team to take home and run with.
Examples of a d2c retail approach that can help put users in a shopping mindset. Both ads layer in more product information, using overlay and fake interface elements to show features and variety.
These mockups were also provided to show different levels of granularity in creative testing. This is an A/B test, but they're for different audiences, and here we get insight on whether fabric colorways or features are driving more purchases.
Part of September prep for December.
Johnnie-O operates on fashion industry photoshoot timelines, meaning months-ahead planning. For creative strategy, that means early diligence on product selection, holiday gift guides and collections, and how to break through the holiday advertising noise to reach specific audiences.
2025 paid social saw a surge in humor as people tried fight absurdity with absurdity.
This type of ad can't be planned for because it relies on a specific photo asset, but sometimes that's the best kind of design. It was a good avenue for showing that every company has options when it comes to comedy.
(It's also an ad I cackled while making.)
A peek into a March Madness deck! Anyone can do a bracket ad for March Madness, and no shame there—but for these official NCAA hoodies, we wanted to bring the fan-forward energy and embrace competitive humor.
