JAC+ JACK

Art Direction | Experiential | Content

Jac+ Jack is an Australian fashion label defined by simplicity, quality, and quiet confidence. My role focused on refining and evolving the brand’s contemporary language across digital, print, retail, events, and the creation of global holiday windows. The brief was to elevate the brand without disrupting what already worked, balancing restraint with progression. Through campaign direction, content creation, and experiential retail moments, the work strengthened how the brand is experienced across seasons and spaces. The result is a brand expression that feels calm, confident, and enduring.

Visual content was developed with longevity in mind, grounded in the brand’s tone of voice. Content and campaign shoots were led end-to-end, ensuring each output translated seamlessly across retail, website, and social. The focus was on creating work that could evolve, endure, and remain relevant over time.

Inspired by the quiet magic of a Bondi sunset, when the ocean catches the light and the day slows into something shared. For the annual Holiday Windows, that fleeting moment was translated into a seasonal installation, capturing a sense of warmth, ease, and celebration. Supported by printed collateral and packaging, the concept rolled out globally, marking the season with generosity, atmosphere, and a feeling that is quintessentially Australian.

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