tiff pritchett
art director ⋆˙⟡ creative content producerabout
resume
LAST UPDATED: JUNE 2024
about
resume
LAST UPDATED: JUNE 2024
(NEW!) album campaign
creative direction, video editing, art direction, tour visuals
k
For Erika de Casier’s third single “Ex-Girlfriend” from her 2024 album Still, I was tasked with crafting a chic music video concept that prominently featured both Erika and Shygirl. Pulling inspiration from the iconic 1996 Kate Moss x Nick Knight fashion film, The More Visible They Make Me, The More Invisible I Become, Isa Castro-Cota and I created a treatment that explores the voyeuristic culture of digitally spying on an ex. To visually capture the essence of this surveillance concept, we utilized a combination of miniDV and HD camera footage, alongside pixelated and glitch textures. This approach evokes a stylish, retro-futuristic feel that complements the album's artwork. Additionally, we styled Erika in several Courrèges pieces as a nod to the original editorial spread, which also built momentum with the brand after Erika’s performance at their 2024 Copenhagen Fashion Week event.
album campaign
creative direction, video editing, animation, producing, art direction
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For Daughter's 2023 record, Stereo Mind Game, 4AD tasked me with spearheading a complete video campaign upon the album rollout. This included the creation of three music videos, nine visualizers, ten Spotify canvases, additional DSP content, social cutdowns, TV ads, and more — all within a shoestring budget. The band's vision was to create a tapestry of “fragmented, personal reflections on the complexities of human connection and disconnection”, conveying “a memory that one wants to hold on to, but which never reveals itself entirely to the viewer.” To realize this atmospheric aesthetic, I leaned into collage-inspired layering, textural overlays, analog content capture, and synaesthetic editing techniques to synchronize colorful visuals seamlessly with the music. The end result is a dreamy, nostalgic kaledescope-world which spans across every video asset within the campaign.
ad campaign
creative direction, art direction
Our aim for NADAAM’s campaign was twofold: to showcase the brand’s commitment to delivering the finest, most sustainable cashmere while infusing a playful, offbeat message that resonates with our audience: Enter, goat people. NAADAM's not just unique because of their top-notch quality and unbeatable prices——they're the only knitwear brand staffed by honest-to-god, half-man, half-goat hybrids. Casting for goat people posed a unique challenge, but through a blend of CGI wizardry and expert props and styling, we brought our cashmere-clad friends to life in a way that's both imaginative and unforgettable.
event branding
art direction, graphic design
May marks Asian American and Pacific Islander (AAPI) Heritage Month. Hyphen, Droga5’s AAPI affinity group, celebrated the month by developing the theme “Born Between Worlds,” a recognition and exploration of its hyphenated identities. The month consisted of a calendar of events and content that sought to educate D5 employees on AAPIs’ lesser-known history and highlight the contributions AAPIs have made in culture.
ad campaign
creative direction, art direction
Utilizing a rhyming narrative akin to a beloved children's book, we whimsically portray the delights of early parenthood, evoking a sense of playful nostalgia. Sound design takes center stage, imbuing Lovevery toys with a tangible presence and enhancing the immersive experience. Departing from the brand's customary bright and vivid aesthetic, we chose to evolve towards a warmer ambiance, aiming to pull at parents’ heartstrings.
short-form narrative
video editing, art direction
On the heels of two recent North American tours, black midi's Morgan Simpson and Mdou Moctar's Souleymane Ibrahim connected for the first in Chicago at Electrical Audio for a momentous drum session. After some set-up and impromptu free-styling, Simpson and Ibrahim collaborated, drumming to tracks from their respective albums: "Sugar/Tzu" from black midi's Hellfire and "Chismiten" from Mdou Moctar's Afrique Victime. Keen to document this significant encounter, Matador and Rough Trade tasked me with creating two mini-documentary pieces to capture the essence of their collaboration——marked by rhythmic mastery, contagious energy, and undeniable charisma.
music video
creative direction, video editing, producing, art direction
For the lead single off of A. Savage’s Several Songs About Fire, Rough Trade asked me to direct a silent-movie-inspired music video for “Thanksgiving Prayer”. Embracing noir aesthetics, we employed pierrot-inspired make-up, shadow puppetry, and hand-drawn intertitles to capture that vintage theatrical quality. By utilizing high-contrast lighting, we aimed to create a ghostly effect, accentuating our performers' appearance as if their heads were floating in a black-box theater setting. This haunting visual resonates with the eerie and bittersweet nature of the song.
ad campaign
creative direction, art direction, graphic design
Our campaign showcases Rebag's luxury goods as timeless masterpieces. Our serene sand garden studio build embraces the brand's neutral palette and natural textures, allowing the products to take center stage. With our stylized text treatments and voiceover, we affirm to luxury buyers that Rebag is the ultimate destination for high-end resale shopping.