Apple – Worldwide Product Marketing

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TikTok Business

TikTok Culture Drivers, TikTok for Business.

Creative Direction.

Spring Studios Agency.

TikTok culture was shaped by dynamic drivers that fueled its growth and creativity. Viral challenges encouraged participation in dances, lip-syncing, and skits, fostering community engagement. Influencer collaborations boosted content reach, while the CMO executives who created the campaigns where not known. This campaign paired the marketing executives of brands like Target, Amazon Alexa, Pizza Hut, and Volkswagen with the viral influencers who helped scale business objectives—creating a mix of photos, video clips, memes, and user-generated content reflecting social trends. The unique campaign promoted conversations positioning TikTok as a source of entertainment and a platform for meaningful business marketing.

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Spotify

SPOTIFY – KID LAROI, COLUMBIA RECORDS

CREATIVE DIRECTION & STYLING

PHOTOGRAPHER - KAITO

Partnering with Spotify for their global RADAR campaign – Radar was built to show commitment to emerging artists and bet on the next up-and-coming talent worldwide.

Led creative direction for Spotify’s “Radar U.S.” Artist Campaign for Australian breakout artist The Kid LAROI, resulting in increased visibility and engagement.

US, ANZ

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Champion

“MARK OF A CHAMPION” CAMPAIGN

Creative Direction, Photographer

Agency: GBA Collective

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Tiffany Haddish – Cultured Magazine

Tiffany Haddish Cultured Magazine Cover Story. The 2x Primetime Emmy Award-Winning Actress & Comedian celebrates a dramatic turn in her career and Eritrean heritage.

Creative Direction, Set, Art - Donavan Pierre York

Photographer - Kaito

Stylist - Luxury Law

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Roddy Ricch – Warner Music, Atlantic

Warner Music Group, Atlantic Records GRAMMY® Award-winning artist Roddy Ricch marketing assets for the trilogy of his Feed the Streets" EP.

Creative Direction, Set Design - Donavan Pierre York

Photographer - Kaito

Production - Day at Nite

Art Department - Rohaus Studio

Stylist - Bobby Wesley

Developed strategic album promotional materials and provided creative direction for successful commercial releases across DSPs.
Additional Social and PR press photos drove engagement in the Hip Hop/Rap markets.

RODDY RICCH - LATE AT NITE

RODDY RICCH X WARNER MUSIC, ATLANTIC

Warner Music Group, Atlantic Records GRAMMY® Award-winning artist Roddy Ricch marketing assets for hit single “Late at Nite, over 250+ Million streams. Album : Live Life Fast - 2021

Creative Direction & Art - Donavan Pierre York

Photographer - Kaito

Production - Day at Nite

Stylist - Bobby Wesley

Developed strategic album promotional materials and provided creative direction for successful commercial releases across DSPs.

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DeLeón Tequila -

DeLeón Tequila

Photography & Art Direction

Social & OOH Marketing

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IWC Schaffhausen – Pilot's Watch

The PILOT’S WATCH CHRONOGRAPH EDITION “TRIBUTE TO 3705” collaborates with Bryan Jay Calvero, the owner of Period Correct, on this classic aviator timepiece.

Photographer & Art Direction: [Insert Name]

Made in Switzerland, IWC Pilot’s Watches have introduced the cockpit-instrument look, gaining global recognition as precise timepieces with exceptional technology. Originally designed as navigation instruments for aviators, IWC Pilot’s Watches serve as the quintessential tools for modern-day explorers.

CONDÉ NAST – VANITY FAIR

SEPTEMBER 2021 COVER STORY

Styling - June Ambrose

Creative Direction & Art Direction - Donavan Pierre York

Set Design - Bette Adams

Photographer - Kaito

Production - Spring Studios LA

Empire Records – Cookie Kawaii

EMPIRE RECORDS – COOKIE KAWAII

Photography & Art Direction - Donavan Pierre York

Saint Jhn – Roses

SAINT JHN ft. FUTURE – ROSES

60+ Million Views

Creative Director & Art Direction - Donavan Pierre York

Styling : Bobby Wesley

Director - John Tashiro

Production ShotClock

Producer(s): Harrison Corwin, Lucas Prevost

SAINt JHN tapped Future Hendrix to join him as the chart-topping artists hit the streets of Miami to cruise around town and head to the beach for a first taste of the summer.