ORCHARD & BROOME | Fall 2024 Lifestyle Campaign
ROLE: CD/DD
I was tasked with evolving the creative voice of Orchard & Broome, a high-end men’s knitwear brand rooted in NYC’s Lower East Side. For the Fall 2024 campaign, we drew from the brand’s mission—celebrating the intersection of creativity, community, and self-expression. Inspired by the neighborhood’s energy, we framed the collection’s minimalist aesthetic as a canvas for personal style, empowering individuals to curate their wardrobes with confidence. Through storytelling, we aimed to cultivate authentic connections, transforming fashion into a catalyst for engagement and discovery.
CAMPAIGN/KEY VISUALS
BRAND VIDEOS
FALL 2024 BRAND VIDEO
Director: Anthony Batista
DP: Andrew Poland (color footage)
Model: Denir Radoncic
Stylist: Charlie Ward
Grooming: Takashi Ashihzawa
“ESSEX” PRODUCT VIDEO
WEBSITE LANDING PAGE
SOCIAL FEED
EMAIL PROGRAM
We developed a flexible template for the email program; incorporating existing, and further defining, typographic/design standards.
BRAND ENGAGEMENT
As an integral part of O&B’s mission to build a community with their customers, this season we proposed incorporating some of the brand's favorite places in the Lower East Side into their email and social programs. We sought to bring the audience into the world of O&B, while also encouraging them to go out and explore their own neighborhoods. The next step would be to create pinned maps in Google Maps and the new Step: Your World app.
