As I took on the role of Art Director for the Teodore Mata label, I recognized the significance of the assignment and felt honored to be given this opportunity. Throughout the project, I was responsible for various aspects of the show, either independently or through collaboration, to ensure a cohesive experience for the audience. From the initial concept shoot to the runway, my focus was on maintaining a consistent theme.
During the day of the show, my responsibilities included event planning and working closely with Head of Photography, Nicole Condez. Together, we managed the lighting and oversaw the media team to capture documentation of the show. As the Art Director, it was crucial for me to set up shots for the media team and coordinate the lighting for the runway. I understood that the content captured that night would be used to represent the label in the future. Additionally, throughout the show's development, my duties as Art Director encompassed overseeing and creating the merchandise sold at the event, as well as coordinating the concept shoots mentioned below.
Ultimately, this project was a tremendous success for the team. It marked my debut as an Art Director, and I was thrilled to witness the plan come together, resulting in a sold-out show with an audience of over 200 people. The merchandise sold out, and the Teodore Mata label gained substantial attention on social media. I eagerly anticipate future projects where I can demonstrate this level of organization and responsibility once again.
Photography by
Nicole Condez
Jordan Benham
Concept Shoots
For the project, there were three concept shoots conducted to create promotional material and enhance the project conceptually. In collaboration with Nicole Condez and Jules Hansen, the head stylist, the creative direction for each shoot was chosen to reflect specific themes established by Teodore Mata, the head designer of the collection. My role in the creative direction focused on ensuring a cohesive project and considering each concept shoot from a graphic design perspective for promotional purposes. My responsibilities in the concept shoots included directing the models' poses and determining the overall theme to capture the desired promotional content in capturing the viewer.
Merchandise
Merchandise design and manufacturing includes a tote bag available with a VIP ticket, t-shirt, and magazine. My responsibility with these items includes the budgeting, planning of manufacturing and design. These products were a sell out at the show. Along with a team shirt that was my responsibility to plan and manufacture for the team appearance.
