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

Most people cast a lookbook with models. I cast Jerry Seinfeld.

Mark Seliger Studio hired me to find brand and talent collaborations. I used a 10-year relationship with KITH to get the studio inside their creative process, then made one unexpected call: put Jerry Seinfeld at the center of a streetwear campaign.

Seinfeld merged nostalgia, New York, and modern streetwear in a way no model could. The idea was conceived in 2020 and executed in 2022, a bet on a cultural pairing two years before it would have been obvious to anyone else.

The campaign crossed three billion impressions. The images became memes. CNN, Esquire, and People ran it.

The right unexpected face beats the right expected one. Casting is a strategic decision, not a styling one.

PRESS // KITH FALL 2022 FEATURING JERRY SEINFELD

Click here for more info on KITH 2022 FALL CAMPAIGN

All photos copyright Mark Seliger