Reebok FW25 Pretty Gritty Campaign
2025 - New York, NY
Role:
Art Director
Concept:
Inspired by Francis Bacon’s Cage Study paintings, this campaign blends raw intensity with bold femininity. Set within an ambiguous, ethereal studio environment framed by cage-like structures, the visual world feels moody, elevated, and unapologetically powerful.
Responsibilities:
Led campaign concepting and visual direction across still imagery
Built and presented creative decks including moodboards, references, and production direction
Pitched and refined campaign ideas based on marketing feedback
Briefed and directed photographers and key production teams
Art directed on-set photo shoots to ensure brand and creative alignment
Curated post-shoot selects decks with usage recommendations and alternates
Provided retouching notes and guided post-production for consistency and quality
Credits:
SVP, Content Marketing & Strategy - Matt Van Ekeren
Art Director, Reebok - Alan Garcia
Senior Manager, Creative Design - Nick Simmons
Creative Design Manager, Reebok - Niall Power
Director, Content Photography - Emily Spadafora
Senior Manager, Content - Matt Kilefner
VP, Production - Janice Gilman
Senior Manager, Production - Katie Ratto
Director, Global Marketing (Reebok) - Matt O’Brien
Props Stylist - Kate Atkinson
Props Assistant - Lauryn Holmquist