[CHALLENGE]Hillman Grad Productions sought to launch its first-ever capsule collection, a collegiate-inspired apparel line that paid homage to legacy, culture, and community. The challenge was to create a campaign that felt timeless yet modern, authentically capturing the spirit of Black collegiate pride while making the collection resonate with a broad audience. Every visual element needed to reflect the brand’s storytelling ethos—bold, aspirational, and culturally rooted.
ClientHillman Grad Productions
SectorCPG
Streetwear
Know-How
Creative Direction
Production
Crew Selection
Casting
RETURN T
[SOLUTION]As the Creative Director, I led the full creative execution of the Hillman Capsule Collection campaign, ensuring that every element—from casting to cinematography—aligned with the collection’s collegiate heritage.
I sourced and secured locations that visually reinforced the essence of academia, blending classic collegiate aesthetics with a contemporary edge. I also hand-selected models who embodied the spirit of the collection—dynamic, confident, and effortlessly stylish.
Overseeing film production, I crafted a narrative-driven campaign that seamlessly merged fashion with storytelling, using cinematic visuals to elevate the capsule’s presence.
The result was a visually rich and culturally resonant campaign that brought the Hillman Capsule Collection to life. Through a fusion of authentic casting, compelling locations, and intentional direction, the launch established Hillman Grad as a force in heritage-inspired fashion while celebrating the enduring legacy of Black excellence.
ETURN TO PR