JAMES CAMERON'S AVATAR: BRANDING & MARKETING

When I was first introduced to AVATAR, the project was under the code name “Project 880.” To review assets, we had to work inside a secure room at Lightstorm Studios called The Vault, where no phones, cameras, or computers were allowed. Nothing could be taken out—but they never said anything about bringing in pen and paper. With only 30 minutes, I quickly took notes and created rough sketches.

Back at FOX, I was tasked with designing a teaser poster. Using my illustration skills and Photoshop, I produced an initial comp in about ten minutes. I was especially proud of this accomplishment given that I had no art or photo references—only my sketches from that 30-minute Vault session.

When I submitted the comp, I was called into the SVP of Creative’s office because they suspected I had taken art from The Vault. After showing my drawings, files, and sources, I was cleared, and they were so impressed that I was granted full access to Lightstorm’s image library.

Beyond the posters and promotional work, I also developed the packaging brand look for AVATAR and collaborated with Mattel on the toy line. In total, I designed, laid out, and finished over 200 comps across promotions, branding, and consumer products.