Selected Work / Joseph Abboud
Joseph Abboud: Style Makeover Series
A proposed series about personal reinvention, built to connect Joseph Abboud’s tailoring heritage with a younger generation of men.
The idea
Style is more than what you wear. This unscripted series would follow Nick Cannon and Brooks Nader as they meet men at a moment of change and help them rethink how they show up. Joseph Abboud’s tailoring expertise gives each transformation a point of view rooted in craft, confidence and personal expression.
The concept brought a heritage menswear brand into a contemporary conversation about identity and reinvention, with talent whose distinct perspectives could make that conversation feel lived-in rather than instructional.
My role
Series concept, creative direction and talent direction.
I developed the format and its central premise, shaped the creative approach, and directed the talent concept around the brand’s story.
Project status
The series was produced but not launched. This page describes the concept and work developed; it does not imply a public release or audience results.