Golden Hours Lookbook
2024
Art Direction / Web Design
This project is so much more than a lookbook — it’s a fully immersive digital experience I conceived to express Rockstar Energy’s identity: ambitious, stylish, and alive around the clock. I fully imagined and built this fantastical world, bringing together creative concept, photo storytelling, design, and web interactivity to celebrate what happens when fashion meets freedom, energy, and late-night dreams.
From the beginning, I owned the creative direction: setting the visual mood, leading the shoot, designing the look and feel of styling, and orchestrating how every frame should feel. I then translated that into a microsite that doesn’t just show images—it guides you through 24 hours of energy, using layout, transitions, lighting, and narrative pacing to create moments. I wrote the companion article to give voice to the experience, making sure that the copy, visuals, and interaction all reinforce the same message: style + ambition have no curfew.
This project celebrates Rockstar's ethos of empowering individuals to pursue their dreams at any hour, coupling it with exclusive apparel that embodies the brand's style and energy. Through a 24-hour lens, the lookbook captures the essence of real Rockstar talent, highlighting the brand's mission to fuel ambition and style simultaneously.
Every detail was intentional: the way light shifts in the imagery, the outfits chosen to reflect both comfort and edge, how the web design responds to scroll or hover—each piece built to amplify Rockstar’s ethos: powering people who chase dreams all day and night. By doing photo direction, web design, concepting, and storytelling in tandem, I made sure the lookbook was cohesive, impactful, and felt like more than a catalog—it felt like a journey.
https://view.ceros.com/pepsi/rockstar-energy-golden-hours
Brand Team → Sean Huls, Adam Wells, Eva Rodriguez, Yumna Bahgat
Agency Team → Spencer Trierweiler, Drew Wallace, Michelle Crippen, Nyjah Gobert, Aragorn Fenton, Katie Clark
Art Direction / Creative Concept → Eva Rodriguez
Web Design → Eva Rodriguez
Apparel Design → Courtney Walker
Photographers → The Tyler Twins
Set Design / Stylist / Hair / MUA → Lizzie Lang, Marissa Baklayan, Sabrina Rowe Holdsworth, Angela Davis Deacon
