I led the visual concept and design direction for Newport’s limited-edition streetwear-inspired packs. Partnering with three fashion designers, we created nine custom designs and built a campaign that leaned into retro analogue textures, VHS static, distorted scans, and a hand-made feel. My role spanned creative direction and execution across video, motion graphics, print, and digital, ensuring consistency across touchpoints while keeping the look and feel raw and culturally relevant. To deepen engagement, we produced multipart video content highlighting each designer’s process and launched competitions for fans to win exclusive pieces.