Role: Senior Art Director (with Jenica Freeman) Photographer: Vanessa Bunster-Gonzales & Angie Welsh Stylist: Alpha Romero
Licensed product is a creative trap. The moment you lean too hard into the team colors and logos, you've made a merch table — not a campaign. The challenge with Bogg x Wincraft was keeping the product unmistakably fan-authentic while making sure every image still looked and felt like Bogg.
The solution was to resist the instinct to let the licensing do the work. Instead of building shots around the team graphics, we built them around the Bogg lifestyle world we'd established in the rebrand — and let the collegiate and NFL colorways integrate naturally into that environment. Same casting energy, same styling sensibility, same quality of light. The bags happened to be wearing team colors.
Across 30+ team SKUs spanning college and NFL, the consistency of that approach was everything. A Dallas Cowboys bag and a Georgia Bulldogs bag had to feel like they belonged to the same campaign — because for the brand, they did.
Assets ran across social, email, paid media, and wholesale partner toolkits.
