Alexandria Judie
Creative. Storyteller. Art Director. Systems Thinker. Tastemaker. Scroll-Stopper. HOKA Believer.
Yes, I love HOKA and Social. Last summer I bought my first pair of HOKAs after researching my next pair of running shoes, and they quickly became one of the best purchases I've made. They got me back into running, but they've also become the shoes I reach for when I'm traveling through LAX, hiking Griffith Park in the morning, or running the Strand in Manhattan Beach. As both a creative and customer, I've become fascinated by how HOKA has evolved from a performance running brand into one people genuinely choose to live in.
That's the kind of work I strive to create. Social-first ideas that are authentic and translate seamlessly across every touchpoint. From a six-second story to a fully integrated campaign, the work below reflects how I lead creative across strategy, design, photography, motion, and storytelling to create experiences people want to engage with and share. Dive into my work as I continue to train for my next race in my HOKA Bondi 9s.
001 | Campaigns
-
Black History Month Campaign
Art Director and Creative Co-Lead for a national omnichannel campaign celebrating Black-owned and designed brands, leading concept development, on-set direction, and post-production oversight across broadcast, digital, social, and retail. Directed platform-native content for Instagram and TikTok, including an iPhone-shot 'Get Ready With Me' format, alongside broadcast cutdowns for social delivery.
HBCU Pride Campaign
Senior Art Director and Creative Co-Lead for a national omnichannel campaign celebrating HBCU culture, leading concept development, talent direction, visual system creation, pre-production planning, and post-production direction and oversight across broadcast, digital, social, and retail platforms. Directed :15 and :06 social cutdowns for platform delivery and helped translate the campaign into a large-scale Times Square OOH activation.
-
Creativitea’s Drink Campaign
Led creative direction for a seasonal beverage campaign, art directing photography, designing campaign visuals, and developing immersive brand assets across digital, print, and environmental touchpoints.
-
Dear World
Introduced JU + DESIGN's first ceramic home goods collection through a journal-style short film and a fully self-produced social campaign across Instagram and TikTok. I concepted the campaign and directed the short film, shooting select photography and clips myself alongside videographer Trenton Foon, then built out the full content rollout, feed grid, carousels, captions, hashtags, and posting cadence, from launch through final delivery.
-
Blue Square Alliance Against Hate Foundation
Art direction for a national Super Bowl LVIII commercial, spanning visual concept development, on-set execution, and post-production oversight.
002 | brand systems
-
LA Don’t Play
Art direction and brand identity development for a three-phase experiential youth basketball initiative, spanning visual systems, experiential design, and collectible merchandise production.
-
Refined and unified LIHA Beauty’s digital product experience across web, imagery, and content systems, developing a scalable visual framework that elevated product storytelling and ensured consistency across all touchpoints.
-
Developed and extended Hilltop Coffee + Kitchen’s visual identity across campaigns, menus, social content, environmental graphics, and multi-location brand touchpoints.
-
Editorial art direction for Chicago rapper Saba, shaping visual narrative, composition, and talent direction for a collaborative photo story.
003 | objects
-
JU + DESIGN's ceramic ring holder collection transforms jewelry storage into a sculptural object. I designed, hand-built, photographed, and directed the full social content system across Instagram, Stories, and Pinterest, building motion assets designed to translate into future paid campaigns, then led the collection into retail placement at The MOCA Design Store in Los Angeles.
-
JU + DESIGN's debut ceramic home goods collection introduced hand-built incense holders designed to elevate everyday ritual. I hand-built the collection, then led the full launch, including product photography, e-commerce presentation, and a self-produced social campaign across Instagram and TikTok, bringing the collection to market and into retail placement at Hotel Saint Augustine.
-
JU + DESIGN's ceramic vessel collection explores the relationship between sculptural objects and florals. I led the concept, floral styling, photography, and short-form video for the launch, a TikTok series built around 'Flowers deserve more than a glass vase' that generated 33K+ organic views, 8.5K+ likes, and nearly 900 saves.
-
Designed and produced a collection of custom enamel pins for Nike's LA Don't Play program, translating the initiative's visual identity into premium collectible merchandise. From concept development through manufacturing, each piece was crafted to celebrate Los Angeles basketball culture while creating meaningful keepsakes for participating athletes.
-
A multidisciplinary collection celebrating Houston's legendary rap culture through apparel, collectible products, illustration, and visual storytelling.
004 | conceptual studies
-
The Melodic Blue
Conceptual artist development study exploring long-form visual storytelling for an album release, developing a cohesive campaign vision across visual identity, merchandise, performance, and digital narrative.
-
A self-initiated campaign study exploring how the Cult Gaia Eau de Parfum collection could evolve into a more expansive sensory and storytelling-driven visual world through creative strategy and art direction.