Cody  W. Hoerauf


Hey, so I refuse to talk about myself in third person. I’m a born, raised, and currently based in New York creative. I received my BFA in Graphic Design from the Savannah College of Art & Design. With over 8 years of experience in the industry, I have previously worked at Jones Knowles Ritchie and DesignBridge.

Currently I am freelancing and take clients on a limited basis. If you are interested in working with me please inquire about my availability below:

EMAILINSTAGRAMLINKEDIN



CONCEPT

Arc’teryx Badlands Collection


This is a conceptual campaign for Arc'teryx, the high-end outdoor clothing brand. I had the idea for this collection while rewatching Jurassic Park for the thousandth time. There is a scene in the first 10 minutes of the film of a top down shot of an excavation site in the Badlands, near Snakewater Montana. Now although this isn’t an Arc’teryx fossil they’re digging up, the pose of this dinosaur closely resembles that of the Arc’teryx brand logo. Rather than a full-fledged Jurassic Park collaboration, I aimed for this collection to be a subtle homage to the movie. The Badlands provided the perfect canvas to craft this conceptual outerwear collection around. It seamlessly marries the essence of Arc'teryx and the spirit of Jurassic Park.

The Badlands aren’t a defined location rather a term to used to describe a region of rugged terrain in the US and Canada that presents many challenges to easy travel. Arc’teryx’s renowned commitment to quality, innovation, and craftsmanship make it the perfect brand to create a collection to endure the harshest conditions the Badlands have to offer. The campaign would feature technical outerwear and accessories that would be modeled by none other than Sam Neil, Laura Dern, and Jeff Goldblum. Their iconic characters in Jurassic Park and their distinctive styles fit the overall aesthetic of the Arc’teryx brand. Think Jerry Seinfeld for KITH in the Fall of ’22. Finally, it would also feature an open-air concept store where the collection would be sold in the elements it was made to withstand.

All images are A.I. generated in Midjourney with prompts I created.



© CODY HOERAUF 2023