COLE HAAN - FALL 2025 CAMPAIGN CONCEPT IDEATION

For the Fall 2025 campaign, Aaron collaborated with Cole Haan’s Brand Design team and Creative Director to help shape the core narratives and visual language presented to executive leadership. His role focused on developing concept directions that aligned with the season’s messaging around comfort, confidence, and modern versatility.

Working closely with the Creative Director, Aaron contributed to narrative concepts such as “Elevator Pitch” and “Last Ones Standing,” crafting stories that highlighted how Cole Haan footwear supports real people moving through real moments — sprinting through an airport, racing up stairs, or celebrating late into the night.

He produced extensive AI-generated visual references used to build mockups that communicated tone, environment, wardrobe, casting, and product framing. These visuals aided the internal pitch process by illustrating how the campaign could translate across wild postings, social media, and integrated brand storytelling.

Across all concept directions, Aaron helped develop imagery that emphasized motion, grounded environments, and the relationship between product utility and human expression.