GENESEE NELSON
G/FORE2021 + 2026
- BRAND
- RYDER CUP
-
HOLIDAY
- FATHERS DAY
- FOOTWEAR
- G/18
- MG4+O2
- GALLIVAN2R
- CREATIVE
THOM BROWNE
- 2014 + 2018
CREATIVE / DESIGN / EXPERIENCE
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PLAY NAUGHTY, PLAY NICE - Holiday Collection
Accessories, Footwear & Apparel | Graphics, Print & Pattern | Creative Direction
For this Play Naughty, Play Nice Holiday Collection I led the creative direction and designed the product assortment alongside the Chief Creative Officer across apparel, accessories, and footwear, guiding design, graphics, and print/ pattern development end-to-end. The collection introduced new signature leather silhouettes such as the duffel bag, alongside novelty and editorial pieces including a mini purse and a vintage-inspired golf ball bottle opener. Each product was designed to merge elevated craftsmanship with G/FORE’s rebellious wit—bringing the brand’s “Play Naughty or Nice” ethos to life through material, form, and detail.
Bold patterns and graphic elements were layered throughout the assortment like holiday ornaments—visual artifacts inspired by the UK punk music scene and subcultural iconography. Through mixed materials, expressive graphics, and confident silhouettes, the collection explored the duality of elegance and attitude, positioning G/FORE’s accessories line as both timeless and creatively fearless.
For the campaign, I worked alongside art director Tony Kelly, who ensured the campaign set a strong visual tone across digital platforms.