TAFT: Elements of Craftsmanship

As Creative Director at TAFT, I led the brand's 2026 refresh, introducing a new visual identity, ecommerce experience, and the Elements of Craftsmanship campaign. Built around the mantra Honoring Craftsmanship. Curating the Unexpected., the work celebrated the intersection of traditional shoemaking and fearless creativity through cinematic storytelling inspired by earth, fire, wind, and water. The creative was brought to life across ecommerce, email, paid media, social media, and other digital touchpoints. Videography by Bobby Burnside, photography by Colton Morgan, and drone cinematography by Caleb Sorensen.