DIRECTING THE MACHINE: WEEKLY Marketing AT BL101
COLLABORATORSCameron Charles Graphic Designer
Laura Rempel Graphic Designer
Rachel Buda Graphic Designer
Ryan Ruby Producer
Nicholas Bramel Videographer/Editor
Jay Reilly Photographer/Editor
DeAndra Chaffino Photographer/Editor
ROLEArt Director
BL101 operates at a pace most brands don't. Every week brings a new product drop—a distinct theme, dozens of marketing deliverables, and an opportunity to storytell. Over nearly two years, I led the art direction for over 100 drops (yes, 100), briefing and directing an in-house design team while designing key assets myself.
Across these 100+ drops, the challenge was never just making things look good—it was building a repeatable creative process that could move fast without losing quality.
Direction
Each drop started with a theme. My job was to take the product, build out the story, and turn it into a clear creative direction the team could execute against—no two drops are the same.
Key elements included:
Collaborating with marketing leads to align on goals and ensure the creative served the broader campaign strategy.
Establishing a distinct visual identity for each drop, giving the team a clear direction before production began.
Overseeing the production of photography and video assets, as well as the production of dozens of marketing deliverables every week, maintaining quality and consistency.
The creative process I helped define for my team made sure we could build out the marketing on time, every time.
Digital & PRint
Every drop demands its own visual identity. After my role in the identity design and production, I then lead the creation of dozens of digital and print marketing assets week over week—organic and paid social graphics, email, retail creative and print collateral—each built around the collection’s distinct concept.
activations
Some drops go beyond the screen. In instances where a collection is tied in with a marketing activation, I lead in translating the drop concept into physical environments and experiences, including Dream Chasers “Deal or No Deal” at Mets House, or 90ft x 90ft Monopoly played by top creators in the space (in partnership with our partner Hasbro).
