GENESEE NELSON
G/FORE2021 + 2026
- BRAND
- RYDER CUP
-
HOLIDAY
- FATHERS DAY
- FOOTWEAR
- G/18
- MG4+O2
- GALLIVAN2R
- CREATIVE
THOM BROWNE
- 2014 + 2018
CREATIVE / DESIGN / EXPERIENCE
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CALIFORNIA DREAMIN’ — Father’s Day Collection
Accessories, Footwear & Apparel | Graphics, Print & Pattern | Creative Direction
The California Dreamin’ Father’s Day Collection drew inspiration from California’s laid-back surf culture and off-course moments—where mornings start on the waves and afternoons unwind on the golf course.Blending the spirit of sport and leisure, the collection captures the effortless energy of coastal life and an ode to our hometown, Los Angeles.
I led the creative direction and developed the full collection, working directly with the Chief Creative Officer and alongside product development teams to unify graphics, apparel, footwear, and novelty accessories into a cohesive narrative. Color and material choices paid homage to sun, sand, and ocean tones, while bold graphics drew from Venice Beach graffiti and the heritage of Dogtown surf and skate culture. In close collaboration with marketing, I conceived and facilitated a feature with surfboard artists inside their studios—highlighting craftsmanship and creative process—culminating in custom boards that were later integrated as immersive in-store displays. The result was an, expressive collection that celebrated the intersection of sport, lifestyle, and creative expression for G/FORE.