DYNE was a luxe sportswear company on the apex of fashion & technology. A brand that existed to innovate unexpected solutions to implementations of fabric, fit and function. Founded by Christopher Bevans in 2014, DYNE set about to redefine the active lifestyle category. DYNE was a CFDA featured brand and the winner of the International Woolmark 2017 - 2018 Innovation Award.
Part of my role at DYNE was content creation. Below is DYNE’s initial brand statement video. The golden spiral was the key inspiration for DYNE’s visual language. I wanted to introduce DYNE’s identity as synonymous with Unit of Force. I was the Creative Director of the whole production as well as post production. This was my first opportunity to bring video to life, all the way from storyboards to the music selection.
DYNE Fall 2019
DYNE Spring 2019
DYNE was a pioneer in integrating NFC (Near-Field Communication) technology into fashion, embedding the chip directly into garments. A simple tap of a smartphone on the clothing provided instant access to a multilingual catalog, offering insights into the brand’s philosophy, social media updates, curated playlists, and DYNE’s unique approach to fabric, fit, and function. Our challenge was to design the DYNE NFC icon, create compelling call-to-action visuals, and develop educational content to guide users in activating the NFC features embedded in DYNE garments. The video, captured on an iPhone, was a key part of this initiative, and I served as the Creative Director throughout the project.
NFC TOUCHPOINT ICON
NFC TOUCHPOINT CALL-TO-ACTION IMAGE
DYNE x SWAROVSKI Capsule – Fall 2019. Our vision was to convey a message about our shared journey as global citizens, all revolving around the sun together. To reflect this idea, we chose to embellish the collection with cabochon pearls instead of traditional Swarovski crystals. This choice ultimately aligned better with DYNE’s aesthetic, enhancing the overall design and message of the capsule.
DYNE was featured in the 2019 Apple ads for the iPad Pro.
DYNE FALL 2018
