In April of 2017 Puma approached Heart to create custom packaging for their new shoe, Puma Jamming. 100 packages would be delivered to Puma’s VIP list including, Jay-Z, Kylie Jenner, Usain Bolt and other athletes, influencers, musicians and sneaker heads. We created a layered unveiling experience telling the story of the shoe through each layer. Recipients would be sent a key days ahead of the box with instructions to open the box when received. Watch
Studio: We Make Heart Creative Director: Marc D’Amore Art Director: TJ Freda Design: TJ Freda 3D/Industrial Design: Dan Bubin, Peter Tasch Photography: Karyll Catubig
Re-named, re-positioned and fully re-designed an emerging brand from foundation up. Re-positioned from food catering to catering culture. Alchemista cements its self as a corporate culture machine bringing beauty into the workplace via food, fashion, and culture. Executions included apparel line, custom packaging, mural, and brand guidelines.
Studio: We Make Heart Creative Director: Thomas O'Connell Art Director: TJ Freda Design: TJ Freda, Kevin McCallum, Tyler Lavoie 3D/Industrial Design: Peter Tasch Photography: Karyll Catubig, Redaska Studios
Puma Velvet Rope
Puma approached Heart in the summer of 2017 to create a limited run of gift boxes for the Velvet Rope apparel launch in Los Angeles, London and NYC. Boxes would go directly to the NYC Ballet and Kylie Jenner as the main VIP’s. The rest would be presented at the bookend to a morning event of Camp Puma — a yoga, fitness, and wellness event. Boxes would be curated towards all members of the NYC Ballet, Kylie Jenner, and influencers.
Studio: We Make Heart Creative Director: Marc D’Amore Art Director: TJ Freda Design: TJ Freda, Kevin McCallum 3D/Industrial Design: MikeVelentzas, Dan Bubin Photography: Puma, Karyll Catubig
Midriffs – Subtle Luxuries
Subtle Luxuries was a project completed over the Summer of 2014. I recorded a 10 song album in my an apartment fully utilizing the environment. The album shoot was comprised of objects collected from the environment the recording took place. Listen
Art Director: TJ Freda Design: TJ Freda Cover Photography: Ben Orphic Photography: Karyll Catubig
Logos / Marks
Cambodia Rocks! a Lost Rock & Roll Compilation is a vinyl box set dedicated to telling the story of the lost Cambodian rock & roll that existed from 1960 - 1975. After taking over the country on April 17, 1975, the Khmer Rouge began wiping out all traces of modernity and Western influence. Intellectuals, artists and musicians were specifically and systematically targeted and eliminated. Listen