The Challenge:
As Brand Director at Gravis, Michael directed and designed all communications and collateral for print, retail, catalog and web for the brand.
The Outcome:
Michael was responsible for the coordination/design/launch/ for SS 2005 – FW 2006 Gravis footwear campaigns. Michael’s most important contribution at Gravis was how he used his background in photography to elevate the production value of the product shoots. His goal was to push the level of creative and he hired notable photographers to shoot specific collections. He engaged photographers like Barbara Cole, known for her underwater fashion photography; Sue Kwon, who documented NYC culture in the ’90s and took photos of hip-hop legends such as Wu-Tang Clan and Biggie, published in her book Street Level, to give a fresh visual perspective to the Gravis line.
