Product Launch System / Campaign Direction / Capsule Storytelling
ThirtyTwo A DECADE OF BRAND EVOLUTION
A sustainable brand identity built around clarity, purpose, and modern simplicity. Designed to communicate innovation through minimalism.
During my ten years as Art Director and Creative Director for ThirtyTwo, I led the brand’s major creative evolutions—from anniversary films and global campaigns to brand redesigns and product storytelling. My work included building the concepts, visual systems, photography direction, and campaign worlds that shaped how ThirtyTwo showed up across snowboarding culture. Below are three cornerstone projects that defined the brand during that decade.
Approach
Across every campaign, I focused on creating strong creative concepts, clear visual systems, and emotionally resonant stories that connected riders to the brand.
Whether reimagining the future of snowboarding with 2032, rebuilding the brand’s identity with Hone Your Craft, or celebrating its heritage with T32M, each campaign began with a strategic narrative and cohesive visual language. I developed concepts, directed photography and video, crafted design systems, and produced world-building moodboards that grounded each project in a distinct creative universe.
By pairing deep rider insights with cinematic storytelling, I established creative platforms that gave the brand cultural weight, consistency, and long-term relevance.
Outcome
Established long-term creative direction for ThirtyTwo
Built the visual and narrative systems for multiple brand eras
Directed three of the brand’s most defining campaigns and films
Increased consistency across product, lifestyle, and cultural storytelling
Created lasting creative platforms still referenced years later
Reflection
Across ten years, my work helped shape ThirtyTwo’s voice, storytelling, and identity—creating campaigns that celebrated the brand’s heritage, elevated its product stories, and connected deeply with riders. These projects represent the creativity, craft, and long-term thinking that defined my time with the brand.
Curious about the thinking behind the work? I’d be glad to walk you through it.