Design + Art Direction
2025
creative direction
My Role(s): Creative Director
Agency: Tag Worldwide
Creative Director/Copywriter: Mike Shaffer
Director/Photographer: Nick Merzetti
DP/Editor: Shayne Gray
Executive Producer: Greg Jenkins / Line Producer: Brendan Primeau
Stylist: Brandon Laughton
Assistant Stylist: Kristyn Matthews
Key HMU: Angela Lee
Model: Justin Lyons
Digitech: Christian Ekeigwe
Photo Assistant/Grip: Juan Delgado
Led the visual execution and art direction for the BOSS Men’s Shoes ‘Make Room for Shoes’ campaign for Nordstrom, focusing on the intersection of elevated style and everyday utility. The campaign targets modern professional men (ages 20–45) navigating an evolving, hybrid workplace where traditional dress codes are being redefined.
Through dynamic, urban-centric imagery, the campaign positions BOSS footwear as the ultimate foundation for the modern wardrobe. The visual contrast pairs structured, architectural city backdrops with fluid, active movement to emphasize the shoes' real-world performance. By showcasing the flexible, supportive engineering hidden within premium silhouettes, the imagery visualizes true comfort without compromising design. Ultimately, this approach highlights the versatility of the collection, demonstrating a seamless transition from a high-stakes meeting to an after-hours urban commute.