Creative Direction & Brand Design This wasn’t just another merch drop, this was the beginning of a brand story. As Creative Director, I led the concept, identity, and visual world behind the official launch of Hard Rock’s lifestyle apparel line. From campaign concept to execution, I built a narrative that honored Hard Rock’s iconic roots while modernizing its fashion voice. I directed the video and photo shoot to reflect the feeling of being on the road with friends. Spontaneous, global, and personal. We chose real backdrops and authentic city energy over set builds, putting the clothing in context of the journey it was meant to represent. The result was a campaign that reintroduced Hard Rock as more than a destination. It’s now wearable culture.