prAna | 100% Organic Cotton Campaign

A milestone campaign celebrating prAna's transition to 100% organic cotton across its entire product offering.

I led concept development and art direction for an integrated campaign that brought the brand's sustainability commitment to life across brand creative, retail and wholesale. From directing the campaign imagery to developing retail installations featuring upcycled denim and raw organic cotton, I helped create a cohesive visual story that carried the message through every touchpoint.

MY ROLE

Concept Development / Campaign & Photo Art Direction / Retail & Wholesale Art Direction

TEAM: Photographers, Chris Burkard & Russell Holliday at Burkard Studios / Designers, Kelsey Towne, Kathy Hansen, Kathya Fredricks, Liya Enikeeva, Ryan Dunek / Catalog Art Director, Alison Guidry Gates / Creative Director, Jeff Haack