Role: Senior Art Director (with Jenica Freeman) Photographer: Vanessa Bunster-Gonzales & Angie Welsh Stylist: Alpha Romero
For Fall, we wanted to give Bogg a cultural moment — not just a seasonal refresh. The direction was rooted in nostalgia: old-school varsity energy, the feeling of Friday night games and worn-in leather, a color story pulled from autumn bleachers and letterman jackets. Think New Balance and Ralph Lauren sharing a locker room. Elevated Americana with a lived-in ease.
Casting was intentional — we wanted faces and energy that felt real, not polished into genericness. Styling layered sport heritage references against the season's colorways, letting the bags anchor looks rather than accessorize them. The result was a campaign that felt like a genuine point of view, not just a product shoot dressed up as one.
Assets ran across social, email, paid media, and retail — with the hero imagery setting the visual tone for the entire season's go-to-market rollout.
