American Leather is a premium manufacturer of fine leather furniture. The campaign included marketing exercises to create an updated persona for the brand and identify targets. New targets included 20-somethings in professional positions, retirees/empty nesters, and families with children with expendable income who valued quality. The perception was that American Leather furniture was too nice to use in daily life so all concepts focused on showing real life - pets, kids, parties, main living area use.

I designed a series of ads as part of a campaign to highlight the fashion, performance, and innovation of the furniture. For the photos I planned, coordinated, and directed nine mini-photoshoots on location. The ads ran in Met Home, Architectural Digest, and Furniture Today.

This annual fundraiser ball is very important to Harley Davidson bikers. The project required a theme for all materials so I wanted to show the softer side of bikers. Playing on the saying “Born to Ride” my concept was a different saying on each spread such as “Born to Give”, “Born to Care”, ending with “Born to Cure”.

Pictures taken at a biker event in a side room were styled to show both the tough side, and the soft side (with props like flowers and teddy bears, and with a girl who had MDA with her biker dad).

I planned the shot list, coordinated staff/rooms/props, and directed the visual style for a photoshoot to show the capabilities of the design team on-site. There was no budget or stylist. I worked with the photographer to get the lighting effects and color pops that I wanted for a booklet I was designing.

I created the article layout for a high visibility project, focusing on it looking very modern and image-rich.