NBCUniversal’s The Curve Report is a curated synthesis of social shifts, industry trends, and quantitative and qualitative research that tells a story of what’s influencing consumers today, what’s shaping culture next, and the actionable insights and opportunities for marketers and brands looking to partner with NBCUniversal’s Ad Sales division. The Americana Trilogy is the culmination of a near three year project consisting of three editions of The Curve: American Man (in partnership with Esquire Network), American Woman (in partnership with Oxygen), and Young Americans.
Responsible for both the creative direction and art direction of The Curve brand, which includes print, digital, and film divisions, I hand selected my team and together we worked tirelessly – from getting down and dirty playing with the children of a real family to perfect authentic shots to handcrafting origami ornaments, abstract American flag collages, and paper doll chains – transcending the boundaries of traditional corporate editorial layout design to bring a more personal, bespoke quality to the entire brand.
America Now is an edition of NBCUniversal’s The Curve Report (created in partnership with MSNBC) that explores how the new American mainstream is more diverse, independent, and globally conscious than ever before. Beyond handling all the creative for the print edition, with its striking blind embossed/debossed cover, custom photo shoots, and bespoke editorial design, my team also handled the graphics for the campaign expert interview video series (some samples above). From concepting the storytelling approach to art directing the shoots themselves, even interviewing the subjects myself in some cases, I touched every facet of the project creative.
As creative lead on The Curve Report: CultureFirst (created in partnership with Telemundo), my team and I traveled the nation scouting, concepting, and art directing portraits of Latinx people in the vanguard of shaping American culture. The 9 month project culminated in the artful print edition and several companion videos, which I concepted and scripted to market the content.