A lifestyle brand and foundation fighting human trafficking with design, storytelling and technology. Apparel, campaigns, a training platform and an ecosystem of products, launched 2023.

PROJECT Meta aimed to demonstrate the expansive power of VR by nurturing immersive storytelling, with a focus on social impact. VR for Good is crafted to cultivate an understanding of how people think, feel, and behave in an ever-evolving and challenging world. ROLE In my role as the project's art director, I steered the creative vision with a keen focus on simplicity and storytelling, while also lending my expertise to UI and interaction design development. This ensured not only a seamless and captivating user experience but also alignment with Meta's brand guidelines throughout the process. CREDITS DAN KUPSCO, WEB & SYSTEMS LEAD JAIME CASTANEDA, DESIGN & ENGINEERING LEAD J MELILLI, ART DIRECTOR ELLEN KIM, PRODUCT DESIGN JIMMY MA, SOFTWARE ENGINEER

PROJECT "Classic Since Forever" by Vans is a 360 global campaign that pays homage to the enduring legacy of the brand's iconic silhouettes. Collaborating with young creatives, we embarked on a journey to celebrate the enduring legacy of classics like The Slip On, The Old Skool, The Authentic, The Era, and the SK8-HI. Rooted in the essence of nostalgia and style, this campaign is a heartfelt tribute to the enduring spirit and cultural significance of Vans, encapsulating the essence of classic cool that transcends generations. ROLE In my role as lead interaction designer, I spearheaded the design of both web and mobile interfaces, aiming to elevate the artistic direction of the global campaign. Focused on delivering a clean, modern, and engaging digital experience, I ensured every click felt like a step into Vans' timeless world of style and creativity. CREDITS JAIME REILLY, VP GLOBAL CREATIVE ROB TEAGUE, ECD MATT EVEN, CD AKO JEFFERSON, ACD JOEL VANDRUFF, ART DIRECTOR J MELILLI, INTERACTION & UI DESIGN YEAR 2022

A full brand system for Emmanuel Acho's Speak Easy: identity, voice and the components that let it travel.

SUMMARY Vevo is the premiere place to watch music videos. When I joined in the summer of 2015 we discussed rebranding the company from the ground up. Focusing on technology, we started with redesigning the entire product line and then moved into positioning the company with a new look and new energy. In only one year, we conceptualized, designed and launched the company's new brand with amazing feedback from the leaders in the industry. The following is only a glimpse of all the work that was done. Starting title: “UI Designer” Promotion: “Product Design Lead” FOCUS Art Direction Mobile & Web Design Product Design Visual Design CREDITS Simon Waterfall, ECD Jon Ramos, VP Design J Melilli, Design Lead Agency: Violet YEAR 2015-2016 MOTION GRAPHICS BY VIOLET OFFICE . ARTWORK PRODUCED FROM LOCAL ARTISTS AROUND THE WORLD. One app. Many platforms. APPS ON MULTIPLE WERE REDESIGNED TO ENHANCE THE VEVO EXPERIENCE VIA WEB BROWSERS, IPHONE, ANDROID AND TV PLATFORMS. iPhone App A SIMPLE, INTUITIVE USER INTERFACE WAS DESIGNED FOR QUICK ACCESS ON-THE-GO TO THE LATEST CURATED PLAYLISTS AND FAVOURITE 'MY LOOP' VIDEOS. Web App THE BROWSER-BASED APP WAS DESIGNED AND BUILT RESPONSIVELY FOR AN OPTIMAL USER EXPERIENCE ON LARGE DESKTOP MONITORS THROUGH TO TABLETS AND MOBILE DEVICES. A new approach to Apple TV Apple TV App THE 4TH GENERATION APPLE TV PROVIDED AN OPPORTUNITY TO EXECUTE THE VISION FOR THE LOOP BRAND IN A FULLY CUSTOMIZED WAY AND CREATE A PREMIUM EXPERIENCE IN THE LIVING ROOM. VIDEOS https://www.youtube.com/watch?v=aMHzfpC3bX0 https://www.youtube.com/watch?v=gFsZ69nFES8

PROJECT A premium video startup serving businesses and consumers with music videos, movie trailers, tv trailers, game trailers, and sports in formats relevant to each context. I was recruited to this team by former head of growth at Vevo, Aaron Burcell, and was asked to design the entire look and feel for the first version of the consumer facing app. We acquired Seattle-based company, Screencast, and I lead the rebrand of integrating the company under the loop brand identity. FOCUS Creative Direction Brand Strategy Product Design Marketing & Growth CREDITS Jon Niermann, CEO Liam McCallum, CPO Aaron Burcell, COO Stephen Rodriguez, Growth J Melilli, Creative Director Following Assets By Future Büro YEAR 2016-2017 VIDEOS https://www.youtube.com/watch?v=5qkW8DLGSao

PROJECT Step into the electrifying world of Tove Lo's Dirt Femme Tour, where music met digital innovation at the iconic Wiltern in Los Angeles, California. Teaming up with Live Nation and Veeps, Tove Lo delivered an unforgettable sold-out show that transcended physical boundaries through a dynamic livestream experience. Our mission was to craft a comprehensive 360 campaign that not only captivated fans worldwide tuning in from their devices but also ignited excitement for those en route to the Wiltern. From strategically placed billboards around the venue to a digital blitz across social media platforms, our campaign not only promoted the event but also fostered unparalleled brand engagement and fan interaction. Get ready to be transported to the heart of the action, whether you're joining us from home or in the pulsating energy of the Wiltern crowd. CREDITS J Melilli, CD Brooke Bluestien, Lead Designer John Vallance, Video Editor Rose Shelly, Marketing Kenny Jamez, Photography YEAR 2023

PROJECT Introducing "Ads for Creativity" by Vans – a revolutionary 360 global campaign that flips the script on conventional advertising. Instead of pouring millions into traditional ads, Vans saw an opportunity for change and channeled its resources towards empowering artists worldwide to manifest their visions. With a bold departure from the norm, this campaign has redirected its advertising budget towards supporting over 120 innovative projects across the globe. These aren't just ads; they're expressions of creativity, collaboration, and community. From street art to avant-garde installations, "Ads for Creativity" isn't just about selling shoes – it's about championing the creators who shape culture. From the streets of Tokyo to the alleys of New York City, Vans is fueling the forefront of creativity and ensuring that authenticity remains at the heart of its brand ethos. We’re redefining advertising, one creative project at a time. ROLE In my role as lead interaction and product designer, I spearheaded the design of both web and mobile interfaces for the global campaign. I took pride in amplifying the campaign's artistic vision through immersive digital experiences. Through design and strategic vision, my goal was to amplify the campaign's impact, fostering deeper connections between Vans and its audience. CREDITS Jaime Reilly, VP Global Creative Rob Teague, ECD David Happekotte, ACD Nick Marx, Art Director Kyle Kelly, UX Manager J Melilli, Interaction & UI Design Ina Kanaoki, Environmental Design George Hatton, Sr Project Manager Cor Cormier, Project Manager Antonietta Croft, Global Sr Producer YEAR 2021-2023 (Update) After the inaugural year, we set out to revamp the digital journey of our campaign. My aim was to craft a sleeker, more immersive experience that centered on the artists themselves, prioritizing a "video-first" approach to better showcase their projects. Delightfully, this redesign resulted in a notable 35% uptick in user engagement across the site, elevating average site visit durations from a mere 2 minutes to an impressive 5 minutes and 25 seconds underscoring the success of our efforts to evolve the interaction and UI design from the campaign's launch. (Metrics) 35% increase in user engagement. Average time on site increased from 2 mins to 5 mins and 45 seconds. VIDEOS https://www.youtube.com/watch?v=9VXmJwzuODA https://www.youtube.com/watch?v=jWiwYWjc1yw

CHALLENGE When Network acquired Complex Magazine, the mandate was clear but daunting: transform a media powerhouse known for culture-defining storytelling into an integrated commerce platform without losing its editorial soul. The challenge was to seamlessly weave shopping into the Complex ecosystem—making commerce feel native, not intrusive. SCOPE & PROCESS I led a complete ground-up redesign of the Complex Magazine website, owning UX and UI end-to-end in Figma. My approach focused on harmonizing editorial and e-commerce experiences, ensuring readers could shop the style and stories they loved without leaving the site. OUTCOME A fully reimagined Complex.com experience that turns culture into commerce—blurring the line between reading and shopping, and giving fans new ways to buy into the Complex lifestyle. CREDITS JONATHON BURFORD, CD J MELILLI, DESIGN LEAD, UI UX MARCUS HAMMONDS, DESIGNER MARIA FERRARESI, ART DIRECTOR

SUMMARY Get ready to experience the magic of drag like never before with the Trixie & Katya Livestream, brought to you by Veeps. As the legendary duo bid farewell to their iconic tour, they partnered with Veeps to ensure that no fan was left behind, offering an accessible way for audiences worldwide to tune in from the comfort of their own homes. Our mission was to ignite excitement and create brand awareness through a dynamic digital campaign across social media platforms. Against the backdrop of the infamous Tennessee ban on drag shows, we seized the cultural moment by strategically placing billboards in Nashville, amplifying the buzz and anticipation surrounding the event. From the electrifying announcement to the unforgettable finale, we curated a brand narrative that captured the essence of Trixie and Katya's energy, elevating the Livestream experience to new heights. CREDITS J MELILLI, CD BROOKE BLUESTIEN, LEAD DESIGNER JOHN VALLANCE, VIDEO EDITOR ROSE SHELLY, MARKETING YEAR 2023

PROJECT Introducing the latest innovation from Vans: the EVDNT UltimateWaffle, where style meets substance for the ultimate footwear experience. Built on the foundation of Vans' unparalleled legacy in skateboarding, this revolutionary silhouette promises nothing short of "ultimate comfort, ultimate grip, and ultimate durability." Get ready to step into a new era of style and performance with the EVDNT UltimateWaffle from Vans. ROLE As the lead interaction and web designer for the launch, I spearheaded the creation of a seamless user experience across desktop and mobile platforms, ensuring that every step of the journey is as dynamic and engaging as the shoe itself. CREDITS MATT EVEN, CD AKO JEFFERSON, ACD J MELILLI, INTERACTION & UI DESIGN INA KANAOKI, ENVIRONMENTAL DESIGN YEAR 2022 (Project) Following the fall debut of the Ultimate Waffle, we refreshed the campaign for the holidays by introducing fresh colorways! We integrated in the new colors across the in-store and digital experience to match the new vibe.

SUMMARY Founded by innovator and global music artist will.i.Am, I.AM+ is a Hollywood-based technology company whose mission is to create technology hits that create a ripple effect across pop culture. The vision is to create a community of creatives and coders who believe that through music and technology, we can usher in a powerful new era built on ai. Over the course of the year, we rebranded the company, crafted a new product name, redesigned the product and updated the packaging to create a more clean sophisticated look. FOCUS Art Direction Branding Mobile & Web Design Product Design Visual Design YEAR 2017-2019 CREDITS Mazik, Creative Director J Melilli, Art Director Ken Edmonds, UX / Motion Jess Cha, Designer Coco Tigler, Designer Tina Virani, Designer

PROJECT Tierra Whack is an American rapper, singer, and songwriter from north Philadelphia, known for her unique and colorful approach to both music and fashion. Shirley Kurata is a Los Angeles-based stylist whose work is defined by an abundance of pattern and color. Watch as Tierra and Shirley collaborate on a Vans footwear and apparel collection. ROLE As the interaction designer, I spearheaded the web and interaction design experience, playing a pivotal role in enhancing the artistic direction of the global campaign's digital experiences. CREDITS AKO JEFFERSON, ART DIRECTOR J MELILLI, INTERACTION & UI DESIGN BENHNIA RAHMATI, ENVIRONMENTAL DESIGN ASHLEY UVINA, PROJECT MANAGER YEAR 2022 VIDEOS https://www.youtube.com/watch?v=zw__jGuXLbo

SUMMARY Based in San Francisco, California, Vida is a collaboration between designers and makers around the world that brings original, inspiring apparel and accessories to you - creating beauty every step of the way. Serving as the Creative Lead at Vida, I conceptualized, developed, and implemented an innovative design strategy turning general ideas into both powerful and meaningful concepts, which produced a variety of creative solutions for the consumer experience. In addition, I lead organization and process-oriented efforts for the broader creative team in order to support the strategic vision set by the CEO. Starting title: Visual Designer Promotion title: Head of Design FOCUS Art Direction Branding Mobile & Web Design Product Design Visual Design Editorial Events Video Production CREDITS Umaimah Mendhro, CEO Cameron Preston, CTO J Melilli, Head Of Design Connie Kim, Marketing YEAR 2014-2015