working with aging brand CITRA-SOLV tonupdate their brand under the gaze of american express' cameras.

after almost 6 months of planning, the countdown finally came to a halt and we made good on delivering a world's first in the form of a new car model being dramatically unveiled at one of the world's premier shows. without a car. the pitch at the infiniti's nashville headquarters a few months again went a little something like this: "what if we welcomed people inside an empty tent!..." i said to a room full of executives. "what if we didn't and say we did? and actually what if you got out of this building and never came back?!" i was prepared to hear. but no, they listened, attentively, at the seemingly crazy plan we at theapt had devised while trying to outdo ourselves from last year's house of inspiration.
agencies like mine usually waltz into conference rooms like theirs arguing that positioning is the single most important part of marketing but we omit to make clear that saying such things positions us as "holders of a truth" for our clients. truth is a dangerous concept for a creative agency to lay claim to as it is one that, to paraphrase a great man, cannot possibly be written in ink, only found in nature. which got us thinking... truth only reveals itself when one gives up all preconceived ideas such as the ideal of a supposed infallible process to sell more cars. that is what we wanted to propose.

envisioned as a powerful and stirring experience, the infiniti journey of inspiration is emotionally involved within the world of the car company. welcomed into the tent, we are shown, not told about, the muses and motivations that have, over the past 20 years, guided the designers and engineers behind every single vehicle. we encounter face-to-face, not are simply presented with, the creativity and inventiveness with which problems are solved and opportunities taken. we, finally, are surprised and delighted by the revelation that infiniti has apparently given away the sources of its own inspiration. by way of a technology called mapping projection, invented and patented by our good friends at klip collective the guests will be surrounded 360° by visual and aural expressions of the brand in a way that has never before been achieved. the goal is absolute involvement. the goal is to tell the story of a myriad journeys taken in the cars. the goal is to invite and inspire.

and that is what we did.

a love story set in paris during the second world war, marguerite draws inspiration from one of the greatest of romantic novels, la dame aux camélias by alexandre dumas.

marguerite is the beautiful and notorious mistress of a high ranking german officer. armand is a young musician half her age who falls obsessively in love with her. their dangerous love story is played out against the background of occupied paris.

marguerite will be the world premiere of a collaboration between the creators of les misérables and miss saigon and the oscar award-winning musical legend michel legrand. we had the great privilege of being asked to design the branding and marketing materials for the season run in london's west end.

re-brand an iconic new york restaurant

the apartment designs event for infiniti car company in pebble beach

one bedroom apartment

it's not everyday you get the call to furnish a church for living. we jumped on a plane to london and dedicated ourselves to the task at hand by first looking at the fact that a family with two children would live here. this needed to be a friendly house as well as mindful of the once-sacred ground. by bringing in a lot of modern pieces of art, we subdued the seriousness while at the same time leaving the old stained glass windows intact so as to consider them as art objects as well. a color code was assigned to each room by way of solid rugs. simple furnishings were brought in as not to compete with the incredibly detailed shell.

an exhibition and presentation around the subject of televisuality as it pertains to architecture's role in the television landscape.

the ideal soho loft conversion

theaptDINNER is a web show we organize periodically.

these are samples of work, all together now.