NIKE: OUT TO PLAY - Art Director, Strategist, Stylist, & Photographer - Spec Campaign




Release a new fragrance, titled STANDING ROOM, aligning with BOY SMELLS originally queer identity, to show that the brand is still capable of reaching its core audience while expanding to more.

Audience: Gen Z and Millennials, NYC & LA based. Already a fans of Boy Smells or apart of the club scene. Out going, night owls, and creative.

Insight: Boy Smells core consumers feel like the brand has lost the identity that made them fall in love with it.




OOH based around Downtown NYC & LA Neighboorhoods










NYC Subway