Negative Underwear, 2015-Current
Creative direction, art direction, design, and brand development for Negative Underwear. I help develop the 360-degree consumer journey across photography, design, paid and organic marketing, and digital platform. This overview is incomplete and will be continuously updated.
E-Comm
Photography
When Negative launched in 2014, the underwear category was dominated by a relatively singular idea of women's bodies and desires. We envisioned a new type of brand that was equal parts elevated and accessible, with a uniquely minimal, composition-forward photography style with dynamic movement and beautifully lit skin and product.
Performance marketing
Developing a wide range of motion and still advertising campaigns to support brand moments and core initiatives.
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.
Emails
Clips of minimal, impactful direct marketing with a focus on bold product photography.
CREDITS
CO-FOUNDERS Marissa Vosper, Lauren Schwab CREATIVE DIRECTOR Haley Stark DESIGNER (ADS) Moira Gilligan COPYWRITER Emily Nichol PHOTOGRAPHER Lauren Loncar, Lara Callahan PRODUCER Kerri Clark ON-SET ART DIRECTOR Leigh McCarron RETOUCHING The Line Studios
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HALEY STARK LLC
Creative Direction
Brooklyn, NY
HALEY STARK LLC - Brooklyn, NY
Creative Direction, Art Direction, Creative Consulting
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