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Art Direction & Design
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Associate Design Director
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McCann
Smirnoff
Led design and art direction across three global 360 campaigns for Smirnoff—We Do We, We Misses YOU, and Ice (OOH, social, print, and motion). Defined visual systems, concepts, and execution end-to-end, including the Smirnoff × Troye Sivan campaign, where I built a fully AI-driven world from concept to final output.
Smirnoff × Troye Sivan
Led creative direction for Smirnoff × Troye Sivan, building a fully AI-driven campaign world from concept to execution. Developed a high-gloss, ethereal visual system with saturated color, liquid gradients, and reflective surfaces, merging product, talent, and environment into a single cohesive language. Expanded Smirnoff’s sticker codes into custom forms and designed campaign extensions with potential into merch. Used AI as a controlled image-making tool to iterate rapidly and push precision beyond traditional production.
A bold remix of Smirnoff’s classic layout, featuring custom motion art-directed with an animator and a bottle-as-hourglass concept—sand marking time, not just drinks.
We Do We
We misses YOU
Conceived and designed by Sarah, this direction uses colorful silhouettes to stand in for people or products—visually expressing the collective missing YOU. Absence becomes a presence through bold negative space.
Explored through three directions: type-led minimalism with sharp messaging, witty graphic statements centered on ice as a symbol, and playful remixes of brand assets—like curving the Smirnoff sticker into expressive, rebellious forms.
Ice
