W Network – Brand Image Campaign

I directed the W Network Image Campaign, which was a network re-brand. We shot 9 talent from the network’s biggest shows, such as the Property Brothers.

The brief called for an “All New W Look.”

My concept was inspired by the W logo round shape and the orange & white color.

Here are my Mood boards:

Screen Shot 2014-12-23 at 11.54.40 AM

…and more inspiration I gathered for Production Designer Jean-Francois Campeau:

Baldessari: graphic dots of color!

2) Alexander Rodchenko: dynamic diagonals and high/low angles

3) Dogville: uber-minimal set and key graphic pieces which represent a grander space.

4) Umbrellas!

Jean-Francois designed a label for our W orange record:

Record “spin test”:


Here are Fashion Direction Boards that I made to inspire Stylist, Corey Ng:


Screen Shot 2018-04-25 at 6.13.57 PM


Screen Shot 2018-04-25 at 6.14.16 PM

I wanted tiny orange and aqua pops – for an extra fashion wink.


My Storyboards:

Screen Shot 2014-12-23 at 11.49.49 AM

Screen Shot 2014-12-23 at 11.48.08 AM Screen Shot 2014-12-23 at 11.48.31 AM Screen Shot 2014-12-23 at 11.48.47 AM Screen Shot 2014-12-23 at 11.49.04 AM

Storyboards come to life!