Building on the legacy of the 80's smash hit cartoon and toy line, the G.I. Joe 25th Anniversary collection celebrated the nostalgia of the brand, while reinvigorating it for collectors and a new generation of fans alike.
Oversaw all aspects of creative for the line. Introduced "umbrella" storytelling to the imprint which emphasized dynamic visuals and on-shelf presence not only on a per-item basis, but also to the line as a whole to create a cohesive language across visuals, tone, and story.
"...these boxes are MONEY...immediately transports you into this “Battle of COBRA Island” that
these sets are all a part of."—joebattlelines.com
these sets are all a part of."—joebattlelines.com
"I'm a MIB collector and these look great in the box. The new boxes with the windows make these look awesome. I wish they put as much time into the actual plane as they did in the package."—hisstank.com
"Aw, these are hilarious! You've got the CGs (Crimson Guards) storming in with one FLYING overhead"..."and then in the second pack there's Firefly kickin' that dude in the crotch before the other three gun 'em down. Awesome."—hisstank.com
"I LOVE the packaging."—hisstank.com
Brand story execution concept
Creative concept/direction
Art direction
Layout direction and execution
Product "pack out" concept and execution
Product photography concept and art direction
