ABOUT THE PROJECT

“Kurt the Artist” was a 16-piece merchandise collection celebrating the original artwork of Kurt Cobain, featuring apparel and accessories sold exclusively online through Barney’s, Selfridges, the Kurt Cobain store, and later Urban Outfitters. The campaign aimed to create a visually compelling digital presence that highlighted Kurt’s artwork while driving e-commerce conversion. As the sole creative, I shot and retouched all product and lifestyle imagery, making a deliberate choice to display the apparel on a naturally draped hanger, elevating the presentation and giving the collection a luxurious, art-forward feel. These images were used across all sites, PDP pages, marketing campaigns, press coverage including Rolling Stone, WWD, and Uncrate, and in a curated book celebrating Kurt’s original work.

KEY ROLE & RESPONSIBILITIES

• Executed end-to-end product and lifestyle photography, ensuring a cohesive visual identity for the collection

• Developed the hanger presentation concept to elevate product imagery and convey a luxurious, art-forward aesthetic

• Edited and retouched images for e-commerce, marketing campaigns, and press placements

• Produced assets optimized for multiple online retailers, including Barney’s, Selfridges, the Kurt Cobain store, and Urban Outfitters

• Collaborated with stakeholders to ensure imagery aligned with brand vision and storytelling goals

• Delivered a complete creative package independently, supporting campaign launch and ongoing promotional materials