Project: DC Snowboarding 2019 Catalog – Art Direction & Design
In the fall of 2018, I was brought in by DC Snowboarding to work in-house on a fast-turnaround project: art directing, conceptualizing, and designing the marketing campaign and technical spreads for their 2019 Snowboarding Catalog. With a compressed timeline and tight production window, I collaborated closely with DC’s internal team to bring the project to life—delivering a fully realized campaign under high pressure and on deadline.
The creative direction was influenced by Damon Way’s return to DC, who emphasized a desire to bring back some of the brand’s original grit—“less cultivated and manicured,” as he put it. While a full zine-style approach was ultimately ruled out, we struck a balance by incorporating moody photography, distressed textures, and layered compositions—most notably in the Outerwear Capsule layouts (spreads 4 & 5). The result was a catalog that stayed true to DC’s evolving identity while nodding to its raw, authentic roots.