Not Your Mother's wanted an influencer moment that felt like a real trip, not a brand trip. Working with the VP of Creative, I developed a spring-break-inspired experience where every touchpoint, from 90s airbrushed shirts to vacation GRWM suites, branded jet skis, boats, and beach yoga, was designed to be genuinely fun first and photographable second. I worked with the CD at NYM to sharpen the visual aesthetic and with a fabricator to produce the custom pieces.
CONCEPT, ART DIRECTION, EXPERIENTIAL DESIGN, FABRICATION OVERSIGHT, CREATIVE DIRECTION