Creative work for Capsule.


Champ— Wanted to get you a more comprehensive look at some of the campaign/creative work, a little more focus on stuff outside but connected to the brand identity systems.

Hit me up if you have any questions.
The Black Tux: ‘How it Works’
Role: Creative Direction, Art Direction


 As we started gaining traction, we needed a product video to better explain how the process worked and position us as a superior alternative to the stale incumbents.



The Black Tux: ‘Garbage Suits’
Role: Strategy, Creative Direction, Art Direction, Script Writing

Once operations were ironed out, and we were starting to build broader brand awareness, we set out to position ourselves in contrast to the market leaders. The strategy was to poke the bear and tell it how it really is.

We even created a fake tuxedo shop that borrowed from the worst parts of our primary competitors, that gained a little too much traction at the time.



The Black Tux: ‘Dreams Delivered’
Role: Strategy, Creative Direction, Art Direction

As performance channel strategy was challenged with platform changes, it was time to shift into more brand story telling. We tapped into accessibility and aspiration, aiming to connect with audiences that wanted their big moments to be an attainable and total expression of their vision.



The Black Tux: ‘Your Moment’
Role: Strategy, Creative Direction, Art Direction

We settled into a overarching strategy of “formal wear for your moment” which allowed people to express themselves for their big occasions, while also allowing us to give them permission to not have to settle while also taking aim at the bigger incumbent players.



The Black Tux: ‘Rent a tux that doesn’t suck’
Role: Strategy, Creative Direction

We took a risk with this one, working heavily with innuendo. We paired this with some very early MSCHF interactive mini-sites, like chatbots and report card reviews for discounts and style advice.



The Black Tux Photography
Role: Creative & Art Direction

We did seasonal shoots in support of the marketing calendar and product shoots on a regular cadence to support inventory and merchandising needs. Storytelling was always targeted toward our primary audiences: grooms, brides, groomsmen and prom kids. 

There is plenty more where this came from. 





The Black Tux: Editorial & Confidence Coaching
Role: Creative Direction, Art Direction, Design






The Black Tux Retail
Role: Creative Direction, Art Direction

The functional goal of the stores was to provide a good fitting experience and expose new customers to our quality. 

The aesthetic goal of each location was to capture a somewhat geographically relevant expression of the brand.



Miscellaneous
Sonos - Black Panther
Role: Conceptual development/Script writing
atley @ agk.xyz
Generalist by design.