Minecraft | Neff
Creative Direction | Design | Product Development | GTM Strategy | License Partner Management

For this licensed Neff x Minecraft capsule, I designed the apparel graphics and helped shape a collection built around the idea of loud minimalism, simple, block-based artwork inspired by the visual language of the game, brought to life through tie dyes, muted color, and outdoor-ready silhouettes. The creative direction leaned into Minecraft’s sense of exploration and discovery, using natural rock formations and hiking-inspired styling to connect the product back to the adventurous spirit of the game. I directed the shoot and cast the models in collaboration with the Microsoft team, who were on set throughout the campaign, helping bring the capsule into a world that felt playful, stripped back, and true to the source material.