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Dewars - Cask Away
In this vibrant photoshoot showcasing Dewar's Whiskey's new cask series, such as Caribbean Smooth, Japanese Smooth, and French Cask Smooth, my art direction spanned from concepting to styling and set design. Shot on location at Port Seton Harbor in the UK by photographer Louise Carrasco, the campaign celebrated the diverse blends of each whiskey. With a focus on diversity in casting and styling, coupled with a tropical-themed set design, the visuals not only captured the nuanced flavors of the whiskies but also reflected the richness and cultural influences inherent in each blend.
Under the tried and true "Stay Curious" tagline, the campaign extended beyond the captivating photoshoot to include a dynamic range of video and social assets. These assets were meticulously crafted to deepen the connection with the audience, inviting them to explore the diverse world of Dewar's Whiskey.
Social media assets were designed to engage the audience actively. Short, visually striking clips provided a sneak peek into the intricate details of the production process, and mixology tutorials showcasing delightful cocktail creations using Dewar's whiskies. The "Stay Curious" tagline acted as an invitation for the audience to explore not just the whiskies but also the fascinating stories and inspirations woven into each blend. Embracing diversity, the social assets featured a mix of cultural influences, reflecting the varied origins and characteristics of the whiskies. Whether through vibrant GIFs, or captivating storytelling in carousel posts, the content aimed to foster a sense of curiosity, encouraging enthusiasts to delve deeper into the world of Dewar's Whiskey and discover the artistry behind each bottle.
Honorable Mention
In addition to the dynamic campaign featuring Dewar's new cask series, our creative journey extended to product shoots, capturing the exquisite details of each variant. Notably, we embarked on a special shoot for Dewar's own personal brand, "She-ro” Stephanie McLeod. Stephanie McLeod, Dewar's World Renown award-winning Master Blender, and her team of master distillers and sommeliers took center stage, presenting Dewar's new Double Double Series.
Collaborating with Dewar's Master Blender team posed a unique challenge, given the reserved nature of their craft. Rising to it, I artfully coaxed out their personalities on set, creating animated shots that transcended the usual boundaries. The success of the Dewar's photoshoot underscores my ability to infuse life and dynamism into even the most meticulous and reserved environments. However, make no mistake, I discovered the real star was our beloved Brass Sea Bass prop as you’ll see in the bts shot below.
Creative Directors: Ricky Bowry & Joe Fox
Senior Art Director: Germany Lancaster
Photographer: Louise Carrasco
AdColor - PULL UP!
Following a year dominated by headlines surrounding racial violence, the widespread impact of a global pandemic on creative industries, and a reassessment of performative activism, ADCOLOR sought to shift the narrative of its annual awards and conference toward collective action. Our approach harnessed the visual lexicon of grassroots movements to ignite a sense of inspiration within our community, encouraging them to rally and support each other. Crafting a lively and approachable aesthetic, we delved into the traditions of sign-making, using classic materials and techniques. Moreover, we engaged our diverse community by producing a series of posters, translating our call-to-action into multiple languages spoken across our network.
The ADCOLOR conference, held annually, serves as a beacon for fostering diversity and inclusion within creative industries. Tasked with commemorating the conference's 15th anniversary, our mission was to conceptualize and unveil their innovative platform, "Pull Up."
We empowered viewers to take immediate action through our film, incorporating over 200 interactive dots, each directing to a BIPOC initiative. Clicking on a dot connected them to a world of offerings, including jewelry, literature, art, music, design, and fitness classes, all originating from historically excluded communities. Instead of merely discussing support for people of color, we enabled them to actively engage by facilitating on-the-spot actions such as donating, subscribing, following, and making purchases.
VISIT THE WEBSITE HERE.
In addition to the film, we created an entire ecosystem of work which included the overall branding for the conference decor, merch, social, and .com.
Lululemon - FEEL
‘FEEL’ a campaign that represents a new direction for the brand, and a radically new and simple point of view. In a category often focused on what you do, this campaign simply invites you to feel. Whether you’re running, training, doing yoga or meditating, you should do it to feel something. And maybe even to access parts of yourself you didn’t know existed before.
GCD: Thom Glover CD: Marybeth Ledesma
Senior Art Director: Jason Gold Senior Writer: Ted Meyer
Art Direction: Germany Lancaster Copywriter: Gabe Santana
Senior Producer: Martin Couch
Production: Lovesong Director: Daniel Wolfe
Photographer: Benjamin Lennox
The Africa Center - Home Is Here
For The Africa Center, home isn’t just where you’re from -- it’s a feeling. The non-profit launched “Home Is Here,” with the goal of expanding its digital footprint globally and welcoming new faces into their growing community. “Home is Here” was a campaign that drove a deeper understanding of the role, importance and purpose of The Africa Center and served as an open invitation for audiences to come home to The Africa Center, a place that embraces a sense of belonging across the African Diaspora.
Cultural Kaleidoscope: The Africa Center’s Virtual Filter
We concepted an AR filter for The Africa Center merges the building's unique window design with vintage film aesthetics, embodying the essence of "Home Is Here." This innovative filter invites users to connect with The Africa Center's global community, capturing the spirit of belonging across the African Diaspora. It serves as a visual metaphor, symbolizing the campaign's core message that home is a profound feeling beyond geographical roots. The filter offers a nostalgic and immersive experience, amplifying the architectural beauty of The Africa Center and fostering a digital homecoming for users.
In addition, these GIFs, part of the campaign, weave together cultural symbols like animated dominoes, Mancala stones, a hair pick, and more, reflecting the diverse tapestry of the African Diaspora. From rhythmic domino falls to the soulful glide of a hair pick, each GIF encapsulates the campaign's celebration of heritage, connection, and vibrant traditions.
Creative Director: Courtney Richardson
Film Director: Jared Malik Royal
Art Direction: Germany Lancaster & Martha Gill
Copywriters: Gabe Santana & Rose Pla Executive Producer: Kenya Agunloye
SELECTED PRESS:
AdWeek | Muse By Clio | Shots | Little Black Book | AdAge
Chase - Banking Feels Good
Whether you're checking your account balances before buying that cute chair, learning up on budgeting while you prepare dinner, or starting up a savings account for your newborn, in this work for Chase Bank we remind viewers that guidance on your terms can feel good.
WHOOP — Know Yourself
How is it that we know everything about sports, politics, Carole Baskin memes, and WAP lyrics, and yet, so little about ourselves? As the first body metrics tracker for both exercise and sleep, WHOOP turns the focus inward — empowering you to finally Know Yourself.
GENIUS
These riddles weren’t easy to crack, but that was our intention. After airing, we posted the script to Genius.com, where viewers competed to decode the most riddles for a free WHOOP and membership — a token to celebrate all they know about the world, while setting them up to learn just as much about themselves. Within just a few days, we had our winner.
One Show shortlist for Craft, Typography, and Sound Mixing
25.5M+ Impressions | 92.3% View Through Rate
Sr. Art Director: Bastien Grisolet, Copywriters: Sara Muchnick, Diana Perez, Gabe Santana
Art Directors: Stefan Folio, Germany Lancaster Designer: Leslie Cheng Producer: Jake Herman
Equinox—Make Yourself A Gift To The World
What if the ancient greeks had got it wrong? - ‘Make Yourself A Gift To The World’ is a campaign for luxury lifestyle and fitness brand Equinox. In January, when everyone is juicing and holding back - we looked to play with the stigma around self love and have a bit of fun asking - whether self obsession could in fact be the most selfless act of all? Making the pont that ultimately, If we improve ourselves the world improves too.
AICP Awards shortlist for Musical Arrangement
Made with Toby Treyer-Evans, Laurie Howell, Sam McCluskey, Kia Heinnen & Gabe Santana
Directed by Floria Sigismond, Photography by Glenn Luchford
Droga5, 2020
FOX - Start Saturday Strong
For the launch of Fox's Big Noon we had to show fans how to "Start Saturday Strong." We wanted to give Oklahoma and Texas fans each an easter egg-filled Friday Night Bedtime Story so they could teach their kids about rivalry and rest easy knowing the other team sucked.
Unfortunately, Oklahoma and Texas changed their mind and decided they wouldn't allow us to publish these, so the illustrators stopped working. But here is the Oklahoma book in a much rougher version.
Made With Senior Art Director: Nathan Wigglesworth Senior Copywriter: Matt Herman Art Director: Germany Lancaster Copywriting: BEN CAPSHAW Creative Directors: Gary Van Dzura, Christine Gignac Illustrator (Texas Book): Daniel Shaffer
Wieden + Kennedy NY, 2019
Droga5 - The Black Bonus
The Black Bonus is a lovely piece put together put together internally at Droga5. The film brings to life how black culture has been such a vital part of what we have done (and will do) at the agency.
Click here to view FILM.
Made with Creative Director: Oriel Lyons-Davis Senior Art Director: Kamal Collins Art Director Astrid Andujar Copywriter: Stacy Ann-Ellis Producer: Kenya Agunloye
Droga5, 2020
D&AD - New Blood Shift
While attending D&ADs New Blood Shift program, my peers and I were tasked with several Adidas briefs. One was to tackle the gender disparities in sports, and another was to create a sustaining campaign to highlight olympians. My response to these briefs was to create a women focused field day to get women visibly and actively engaged and to pair artists and olympians together with a launch of their own capsule collections. These initiatives were called Empowher and Pace, respectively. Empowher was more visually driven with poppy graphics and slick OOH.
Pace was more merch driven, pairing artists like Takashi Murakami (Japan), Sara Andreasson (Sweden) and Shantell Martin (U.S.A) with Olympians like Nishikori Kei (Japan, tennis), Nico Hernandez (U.S.A, boxing) and Angelica Koos (Sweden, weightlifting). I concepted merchandise specific to each olympians’ sport with patterns scouted from each artists existing signature artwork.
Empowher was made alongside Iara Ferreira & Janine Ciccone and Pace was made with support from Sammy Joe Temple. Upon finishing the program and showcasing the work, I was scouted simultaneously by Wieden & Kennedy New York & Droga5.
Wonderground Studios
As a freelancer and a model, I noticed many artists didn’t have access to adequate, affordable studios, especially in my hometown of Newark, NJ. I attempted to solve this issue by converting my home into a studio and allowing fellow creatives to shoot. Here are a few images from the shoots for which I’ve contributed art direction and production.
