Pigeons & Planes SS2017 Merch & Campaign

Storyboarded, co-directed, soundtracked, and art directed this sweet campaign for the Pigeons & Planes apparel I designed. The assets ran on all the brand's social platforms and throughout the Complex Media network.

For quite some time, the Pigeons & Planes site functioned strictly as a music discovery blog. As a brand-building initiative, I was tasked with the job of creating promotional apparel for the site. At the time, the only items that existed were tee shirts & hats with the site’s logo. My thought was that if we expanded the way the brand articulated itself visually — approaching it as a streetwear brand as opposed to merely a handful of promotional materials — we could elevate the perception of the brand’s value and start to showcase its underlying spirit as dictated by the tastes of its founding members. In creative meetings with the P&P team, we were able to pinpoint punk, grunge, golden era hip hop, and general 90s nostalgia as key points of inspiration for the brand. From this feedback, I created the Peace Plane symbol.

As art director for Pigeons & Planes' Spring/Summer 2017 line, my challenge was bringing the dark moody lo-fi vibes of P&P's identity into a space that represented the warmer season while staying true to the brand's voice. Now that the Peace Plane symbol was a part of the P&P visual lexicon, it gave me room to branch out conceptually.

I designed 3 items that respectively fit into the theme "land, sea, and air", and developed a campaign around it.