As creative director, I collaborated closely with Mistress on SOL REPUBLIC’s Music Made Me Do It campaign, working with them to refine the campaign lockup, advising on the campaign video’s script, tone and visuals.

This anthemic preroll ad was the centerpiece of the campaign, and gets at the heart of SOL REPUBLIC’s new broader and more aspirational positioning: not just for club kids anymore but finely tuned for a raw, human love of music.

I am very proud to have worked for a brand that was willing to feature prominently a homosexual male kiss in a video with such “cool” machismo in 2014. While not my decision to make, I argued for it strongly.