MARK SELIGER STUDIO | PARADIGM SHIFT

Project Overview

Client: Mark Seliger Studio
Role: Strategic Partnership Development & Talent Curation
Timeline: Conceived Fall 2020 → Executed Fall 2022
Objective: Connect the studio with high-value brand and talent opportunities

The Assignment

Mark Seliger Studio engaged me to identify and secure unique brand and talent collaborations. My first project became a headline-making moment, the KITH Fall 2022 lookbook featuring Jerry Seinfeld.

Conceived in Fall 2020, this concept showcased the value of anticipating cultural moments years before execution.

Strategic Execution

Leverage Relationships

  • Drew on a 10-year relationship with KITH to give Seliger unprecedented access to their creative and product teams

Talent Curation & Positioning

  • Explored Seliger’s vast network to find an unexpected subject

  • Positioned Jerry Seinfeld as the perfect campaign figure to merge nostalgia, New York culture, and modern streetwear

Production Coordination

  • Supported Seliger’s internal team in booking Seinfeld

  • Aligned all leadership on location and logistics to ensure a seamless shoot

Results & Cultural Impact

Viral Reach

  • 3B+ impressions across platforms

  • Campaign images became viral memes

  • Featured by CNN, Esquire, People Magazine

Industry Shift

  • Expanded the fashion lookbook model beyond traditional casting

  • Proved the power of unexpected cultural pairings in brand storytelling

  • Created a repeatable playbook for unconventional collaborations

Key Outcome

The project not only generated massive cultural attention but redefined what a fashion lookbook could be. It demonstrated how strategic thinking, deep networks, and precise talent selection can create brand moments that outlive the campaign.

Disciplines

  • Strategic Partnership Development: Connecting established brands for mutual benefit

  • Talent Curation: Identifying unexpected subjects from existing networks for maximum impact

  • Relationship Leverage: Utilizing long-term partnerships to create new opportunities

  • Production Coordination: Managing complex logistics across multiple high-profile stakeholders

PRESS // KITH FALL 2022 FEATURING JERRY SEINFELD

Click here for more info on KITH 2022 FALL CAMPAIGN

All photos copyright Mark Seliger