Pierre Edwards
Creative Director

John Geiger

Deliverables: 

  • Creative Direction
  • Brand Strategy 
  • Digital Strategy 
  • Photography 
  • Videography 
  • Graphic Design
  • Paris Fashion Week Showroom


Brought on as a contracted Creative Director, I led a series of campaigns aimed at evolving how John Geiger shows up—visually, culturally, and creatively. The goal was clear: sharpen the brand’s presence and push its identity further into the space it already owns—forward-thinking, disruptive, and unapologetically different.

Objectives

  • Lock In the Brand Identity: Build a visual language and campaign system that reflected the brand’s energy—innovative, fashion-forward, and unapologetically unique.
  • Expand the Footprint: Create bold, eye-catching work that elevated the brand’s presence across global markets.
  • Engage the Consumer: Design experiences that didn’t just look good but made people feel something—on the timeline, in the showroom, and everywhere in between.

Approach

Brand Discovery + Concept Development
Dug deep into the brand’s DNA—its audience, tone, and position in culture. From that, built a campaign identity that felt true to Geiger’s edge and vision for the future.

Campaign Design + Global Execution

  • Led the creation of striking visual campaigns across digital, print, and social.
  • Directed and produced photo and video content that brought the product to life—fresh, elevated, and on-brand.
  • Rolled out full campaigns across North America, Europe, and Asia.

Immersive Experiences

  • Concepted and brought to life a showroom takeover during Paris Fashion Week—built to give buyers a tactile, emotional connection to the brand.
  • Integrated AR and interactive elements into the campaigns to deepen engagement and stand out in a crowded digital space.

Creative Coordination
Worked closely with John and the internal team to ensure every piece of the campaign aligned with the larger vision. Managed a full creative crew—from photographers to editors—to deliver polished, cohesive work across every touchpoint.

Results

  • 1M+ Social Impressions: Strong traction across platforms, driving conversation and visibility.
  • Sellouts Across Campaigns: Clean execution met strong creative—resulting in real business wins.
  • Brand Clarity: Helped cement John Geiger Co. as a creative leader in fashion with a distinct identity.
  • Customer Connection: The AR, storytelling, and global rollout created deeper brand loyalty and brought new eyes to the brand. 
Using Format