Towards the end of my time at Jack Spade, I took over Art Direction for all social platforms. The objective of my direction was to create a cohesive story from the voice of our New York magnet guy, "Jack". The narrative I wrote with help of our creative director and brand strategist, centered around where Jack was going, what he was wearing and why. Each image had to convey a sort of humor or whimsy while still maintaining maturity and the New York roots of the brand. With the start-up nature of Jack, I was given the opportunity to have a hand in every aspect of creating assets including conception, styling, production assistance, retouching notes and final delivery to our partnering agencies. In addition to focusing on the voice of the brand, my intention was to creating images that highlighted our product and partnering products so they would perform well on our social channels, grow our following and increase sales.