Yellowstone x DIFF

This project explored a Yellowstone-inspired creative direction for DIFF, using character-based storytelling to build a cinematic campaign world around product, persona, and place. The concept drew from western iconography, elevated fashion styling, and expansive natural landscapes to create a more immersive and emotionally resonant expression of the brand. The goal was to position eyewear not just as an accessory, but as part of a fully realized identity.

Overview

Client:
DIFF Eyewear

Role:
Creative Director

Timeline:
Fall 2024

The challenge was to develop a concept that felt culturally recognizable and visually compelling while still functioning as a product-driven fashion story. The work needed to balance narrative inspiration with commercial clarity—using a strong editorial point of view without losing sight of the eyewear itself.
Rather than presenting frames as standalone products, the concept treated eyewear as an extension of character. Each style became part of a larger identity system—linked to mood, wardrobe, environment, and attitude. That created a richer story around the product and made the assortment feel more distinct and memorable.
I built the concept around three core pillars:
Character — using recognizable archetypes to define tone, styling, and emotional point of view
Product — assigning individual frame styles to specific personas to sharpen product meaning
Place — grounding the campaign in cinematic western environments that reinforced scale, mood, and authenticity
This approach turned a simple photo concept into a cohesive storytelling system that could guide casting, wardrobe, location, composition, and merchandising.
- Hero Creative
- E-Comm landing pages
- Social Content
- Paid Media Cutdowns
- PR Boxes
- Email
- Influencer Events

Creative Process

Character-Led Capsule Creative
A Yellowstone-inspired campaign concept that used persona, wardrobe
and landscape to turn eyewear into identity-driven storytelling.

I developed a character-based product storytelling system that aligned frame assortment, wardrobe, image direction, and location into one coherent campaign world.

1. Location Scout

We found a beautiful ranch outside of San Diego that matched the aesthetic of the Yellowstone Ranch backdrop.
2. Photo Direction

Soft and elevated aesthetic with saturated color tones while shooting with available light.
3. Beth Dutton Persona
4. Bethh Dutton Persona II
5. John Dutton Persona
6. Rip Wheeler Persona