Negative Underwear, 2015-Current

Creative direction, art direction, design, and brand development for Negative Underwear. I partner with the brand's co-founders and team to develop the 360-degree consumer journey across e-commerce, paid digital, social, and packaging experience. I also produce a range of creative for the brand including e-commerce imagery, digital design, email campaigns, and promo collateral.

E-Comm
Photography

When Negative launched in 2014, the underwear category was dominated by a singular type of 'sexy'. We envisioned an entirely new look that was equal parts elevated and accessible, casting a full range of talent sizing and not retouching body shape. We've developed a uniquely minimal, composition-forward photography style with dynamic movement and beautifully lit skin and product.

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Photography — Editorial

Expanding the Negative world with visuals for new product launches, colleciton expansions, and seasonal content.

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Catalogues

Introducing the brand the old-fashioned way. We stayed true to Negative's minimal design and expressive imagery in a catalogue good enough to keep on the coffee table.

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CREDITS
Co-Founders: Marissa Vosper, Lauren Schwab. Creative Direction: Haley Stark. Photographers: Lauren Loncar, Lara Callahan. On-Set Art Direction: Leigh McCarron. Studio and Retouching: The Line Studios.

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