PSA worked with John Hardy to conceive and execute a campaign program to weave together the brands' inherent diversity with the magical ethos of Bali. Working with a diverse cast and the brands' artisans as talent in Bali, we wanted to make the kinds of images that only John Hardy has the right to make: honest, ethereal, noble and charged. The net effect is a portal into another way of making—one that is deeply connected to people, to place and to the power of intention.
PSA worked with Louis Vuitton to create fresh global campaign for the relaunch of the Pont Neuf bag. Leaning into the youthful energy of the product we envisioned a very brisk, very Parisien walkabout through the 7th and across the legendary Pont Neuf. Images and direction by Cass Bird.
Yeah. Lots of exploration. But, that's how you find a brands truth. Simple never is. the final results balance JCE's history, business needs, and appetite for art to drive business. Bravo!
JC Edward Corp is a packaging unicorn. They have incredible clients, deliver incredible value, maintain high quality, and somehow are at the forefront of sustainability. Sure, there are other packaging brokers out there who claim this and that, but JCE's 70+ global factory network puts them in an altogether different class of packaging partner. PSA was tasked to pull through the brands' Madison Ave roots while finding a fresher expression for the brand — something to soothe both C-suite big dogs and DTC entrepreneurs alike. Development wasn't a straight line, thank goodness.
PSA is Dieux’s long-time creative partner, leading everything from brand identity and packaging to the key visuals that powered the brand’s super-scaling expansion into Sephora.
For each new product launch, PSA builds creative programs alongside the leadership team—from concept to shelf. Dieux is beloved online for its rigor, transparency, and no-nonsense voice, but in retail they need to keep that internet-native energy while leveling-up the polish. Our role was to translate that attitude for Etheral Cleansing Oil into a rich, “buttery” visual world across packaging components, art direction, and post, so the brand feels unmistakably Dieux in both feed and on the shelf.
PSA is a longtime creative partner to Dieux. For this project, we collaborated with leadership to reimagine how product is represented in an e-commerce context. We reshot every SKU and built a visual program around the creative strategy of "clinical ethereal."
Louis Vuitton North America partnered with PSA to lead the production design and execution of a five-story sculpture at their temporary New York City location, while their flagship store undergoes renovation. PSA managed the design, engineering, and architectural coordination to ensure the Maison's iconic case goods dramatically ascended through the brand’s central atrium.
PSA was retained by Thor Equities to brand a recent private island acquisition off of the coast of Belize. In addition to setting the strategy and tone of the project, we were also tasked with helping ownership attract and land a 5-star operator for the resort and residential components of the project.
Steering clear of couples and kids smiling on a white sand beach, we instead developed the project around the idea of framing — essentially what absent is just as evocative as what is present. By leaning away from industry benchmarks, we created an atmosphere of mystery and desirability around the project.
PSA worked with Louis Vuitton to create series of social friendly campaign images and a hero piece of motion content, for the Le Capucines. Working with Cass Bird and Lauren Santo Domingo on her Southampton estate, we envisioned a, light-hearted concept that places the Le Capucines at the center of a love affair. Tres chic!
For JCE we needed to unpack some complex emotions around what constitutes a good Identity system. It takes education and pressure to deliver work that goes beyond the familiar. Thankfully, JCE's leadership team was looking to be stretched. Familiar was dead. That open field gave us license to create something sustainable — it felt like the good old days of branding that you read about in the printed books.
PSA worked with Dior Beauty and Cass Bird to script and direct an off-the-cuff piece of content for the Brand's summer activation in Montauk. Given the talents' dynamic range (read: hilarious) we wrote a series of open-ended prompts that gave Jennifer ample room to improvise, flex and be herself. The result was refreshing and highly engaging.
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