DOWNTOWN SPIKE JACKET CAMPAIGN
Overview
The Spike Jacket Campaign channels the archetype of the lone rebel navigating the city, taking inspiration from Taxi Driver and the mohawk’s warlike symbolism. The piece was designed as both apparel and statement, a sleek, elevated streetwear silhouette infused with Downtown’s cinematic and rebellious identity.
Inspiration & Concept
This concept originated from a one of one prototype created by my partner Kieyle after I thrifted a camo Taxi Driver-style jacket. That first piece featured a leather hood with metal spikes attached along the center, evoking the mohawk as a bold symbol of defiance.
For the official Spike Jacket, I evolved the concept into a slim, black silhouette to align with Downtown’s clean yet daring ethos. The hood’s center seams were removed to inset the spikes seamlessly, forming a structured mohawk-like ridge. A vertical, doubled Downtown logo was added across the chest, a subtle nod to movement, layering, and the brand’s smooth, sleek identity.
Strategy & Execution
Led creative direction from prototype to production.
Directed design decisions on silhouette, spike placement, and logo application.
Designed apparel mockups and refined logo placement using Adobe Photoshop and Illustrator.
Conceptualized and shot campaign imagery using flash-heavy, cinematic photography.
Produced and edited a short campaign film to expand the visual narrative.
Impact
The Spike Jacket became a visual manifesto for Downtown’s brand identity, merging rebellion with precision design and setting the tone for future collections.
DOWNTOWN CROP TOP CAMPAIGN
Overview
The Crop Top Campaign explores Downtown’s lighter yet equally rebellious side, designed for urban nightlife culture. This drop highlights Downtown’s ability to fuse playful silhouettes with confident, cinematic storytelling.
Inspiration & Concept
I wanted this campaign to feel like a spontaneous night out — blending flash photography, raw street environments, and high-style energy. The design of the crop top balanced minimalism with bold branding, creating a piece that felt casual but commanding.
Strategy & Execution
Led creative direction across all phases of the campaign.
Contributed to styling decisions and overall visual narrative.
Created design iterations and branding concepts in Adobe Photoshop and Illustrator.
Shot the campaign using flash-heavy editorial techniques to create nightlife authenticity.
Produced and edited a short campaign video for social rollout.
Curated content strategy to maximize visual impact across channels.
Impact
This campaign reinforced Downtown’s identity as a culture-forward streetwear brand, bridging fashion with a narrative-driven urban aesthetic.
DOWNTOWN ARCHIVE
Overview
The Downtown Archive is an anthology of visual experiments, editorial shoots, and design prototypes, documenting the project’s evolving cultural narrative. Each set builds on Downtown’s mission to merge design, atmosphere, and storytelling into a cohesive visual identity.
Inspiration & Concept
The archive captures both intentional editorial concepts and spontaneous visual moments, blending cinematic urban portraits with experimental styling and brand elements. Some features include original designs, logo explorations, and typography that add depth to Downtown’s design DNA.
Strategy & Execution
Led creative direction across all visual projects within the archive.
Contributed to styling and scene composition in select shoots while overseeing the overall narrative tone.
Designed custom apparel concepts, graphic elements, and logo explorations using Adobe Photoshop and Illustrator.
Produced and edited short-form video clips to emphasize Downtown’s cinematic mood and design language.
Impact
The archive defines Downtown’s evolving aesthetic foundation and serves as a source for new concepts, visual narratives, and future design directions.