PRIMALOFT

From 2018 to 2020, I served as the primary Associate Creative Director on PrimaLoft, helping translate highly technical material innovation into stories consumers, retailers and industry partners could understand.

I led much of the day-to-day art direction and ideation across B2B and consumer work, spanning print, paid media, social, product marketing and campaigns for innovations including ThermoPlume and PrimaLoft Bio. I was also client-facing throughout the relationship, presenting work and helping shape how the brand communicated performance, innovation and sustainability.

My role extended into experience, where I led the creative development of PrimaLoft's trade show presence from spatial design through on-site execution. I also created Behind the Genius, a content series centered on the people and technology behind the brand's innovation, developing the concept and visual direction and managing the production partner through execution.

The work created a more connected creative system for communicating a complex materials business across advertising, content, product, retail and experience.