Creative Direction & Digital Brand Worldbuilding

For G-Star Raw’s GNO NFT avatar project, I contributed to the development of a digitally-native brand experience designed to connect fashion, community, and emerging digital culture through immersive storytelling and avatar-led identity systems.

The project focused on translating G-Star’s brand DNA into a new digital environment, requiring a balance between innovation, cultural relevance, and accessible audience engagement within the evolving Web3 space.

Working across multidisciplinary creative teams, I helped shape:

• creative and messaging direction across multiple digital touchpoints (website, paid social, organic social, Rarible, Discord)

• avatar storytelling and audience positioning

• community-facing communication

• campaign narrative development

My role involved bridging strategy and creative execution, ensuring the project remained visually cohesive, culturally relevant, and aligned with the wider brand identity while exploring new forms of digital engagement and community building.

The work strengthened my experience operating at the intersection of:

• fashion and culture

• emerging technology

• digital storytelling

• and innovation-led brand strategy
  
  The collection sold out in 2 weeks.