Campaign Key Art
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Typography Design & Layout
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Pop Culture Integration
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E-Commerce & Social Assets
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Campaign Collateral
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Campaign Key Art ✳︎ Typography Design & Layout ✳︎ Pop Culture Integration ✳︎ E-Commerce & Social Assets ✳︎ Campaign Collateral ✳︎
Rad
Bromance
Expanding Valentine's Day beyond romance to celebrate subcultural brotherhood. By tapping into the ultimate pop culture bromance—Joey and Chandler—the visual direction flips a traditionally girly holiday on its head, giving male consumers an inclusive, humorous reason to buy into the streetwear drop.
Reframing Valentine's Day marketing through pop culture nostalgia to engage male streetwear audiences.
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Bypassed typical romance cliches to create an inclusive narrative centered on bromance, driving product interest among male streetwear buyers.
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Channeled nostalgia by referencing iconic sitcom brotherhood, delivering an instant visual hook that stands out in crowded holiday feeds.
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Balanced warm Valentine’s color tones with high-contrast typography, gritty textures, and bold layout hierarchy to keep the visual identity firmly rooted in PMC’s street ethos.
THE CONCEPT
Visual direction and campaign key art created for Pestle & Mortar Clothing’s Valentine’s Day promotional drop. Subverting traditional romance tropes and female-centric holiday marketing, the campaign reframes Valentine’s Day around male friendship and streetwear culture—leveraging an iconic Friends pop culture homage featuring Joey and Chandler to create a relatable, tongue-in-cheek campaign.
