Client: Adobe, NFL
Studio: Addison Interactive
Role: Art Director
Tools: Photoshop, Illustrator
I Art Directed the Adobe x NFL Travis Hunter campaign, collaborating with Creative Lead Noël Perry to establish a visual identity rooted in a bright, gamer-centric 'stream of consciousness.' To execute this under tight deadlines, I developed a style that intentionally broke traditional design grids, harmonizing chaotic, glitch-inspired elements with a distinct artistic vision. This approach allowed us to capture a high-voltage, frantic energy while preserving text hierarchy, ensuring the final creative was visually disruptive yet fully legible.
The campaign anchor was a seven-volume PDF collection, with each file offering a deep dive into a different corner of Travis Hunter's mind. To distinguish these chapters, I developed a modular design system that adapted to the content of each volume. By rotating colorways and evolving the iconography for every release, I was able to give each PDF its own distinct personality without breaking the continuity of the overall visual brand.
Below are two of the seven documents. If you want to see the rest, they are in the link below:
Travis Hunter’s Playbook: Mindset, Gaming, and Life Hacks
Studio: Addison Interactive
Role: Art Director
Tools: Photoshop, Illustrator
I Art Directed the Adobe x NFL Travis Hunter campaign, collaborating with Creative Lead Noël Perry to establish a visual identity rooted in a bright, gamer-centric 'stream of consciousness.' To execute this under tight deadlines, I developed a style that intentionally broke traditional design grids, harmonizing chaotic, glitch-inspired elements with a distinct artistic vision. This approach allowed us to capture a high-voltage, frantic energy while preserving text hierarchy, ensuring the final creative was visually disruptive yet fully legible.
The campaign anchor was a seven-volume PDF collection, with each file offering a deep dive into a different corner of Travis Hunter's mind. To distinguish these chapters, I developed a modular design system that adapted to the content of each volume. By rotating colorways and evolving the iconography for every release, I was able to give each PDF its own distinct personality without breaking the continuity of the overall visual brand.
Below are two of the seven documents. If you want to see the rest, they are in the link below:
Travis Hunter’s Playbook: Mindset, Gaming, and Life Hacks
