Selected Works from Art Direction

This selection of work highlights integrated campaigns developed in Advertising, Copywriting, and Art Direction during the Fall 2025 semester at Ithaca College under the instruction of Mark Addona. Each project explores the intersection of concept, strategy, and visual storytelling, combining sharp copy with cohesive art direction to build fully realized brand worlds. From out-of-home advertising to social media and campaign development, this work reflects a focus on audience insight, cultural relevance, and bold creative execution.

Out of Home

I developed an out-of-home campaign concept for Major League Baseball, targeting women ages 15–25 with a strong focus on fangirl culture. The creative leans into bold typography, high energy visuals, and expressive design moments that mirror the passion and community driven spirit of modern day fandom. By translating that excitement into large-scale OOH placements, the campaign repositions MLB as not just a sport, but a cultural experience, celebrating devotion, identity, and the power of showing up loudly for what you love.

Loud Ads

I reimagined Dr. Martens through a playful back-to-school lens, using notebook textures, hand-drawn doodles, and cut out sticker elements to highlight creativity and individuality. Blending nostalgic classroom references with bold, contemporary visuals, the campaign positions the brand as a tool for self expression, encouraging audiences to “Write Your Way,” “Stick to Your Stride,” and “Make Your Mark.” This concept allowed me to merge strategic brand storytelling with my personal design style, creating a cohesive visual world that feels expressive, youthful, and unapologetically original.

Social Media Carousel

I created a social media carousel concept for AriZona Beverage Company centered on their Juice Box packaging, translating the brand’s bold color palettes, retro influences, and intentionally chaotic design style into an engaging digital format. The carousel embraces playful typography, vibrant visuals, and dynamic composition to capture AriZona’s distinct personality while optimizing for scroll-stopping impact. This project explores how expressive packaging can evolve seamlessly into social content, turning established brand elements into a cohesive and energetic visual story.