The first-ever generative AI trophy was unveiled at the Formula 1 AWS Grand Prix Du Canada in June of 2024. Our team created hundreds of trophy variations based on specific prompts that were influenced by the aerodynamic wake profile of the F1 cars air flow.

Our team goals for this project: 1/Show the art of the possible with generative AI and 2/create an accessible way for anyone that’s interested to try generative AI themselves.

My role was to drive the end-to-end creative and branding concept to completion of the trophy, track branded signage, and overall campaign.

The Team
Art Director: Hirofumi Seki
Sports Marketers: Doug Buser + Shelby Williams
Creative Program Manager: Ashley Hjalseth

Program Managed from concept to completion the first ever AWS + F1 car wrap design with an augmented reality experience, which premiered at AWS re:Invent in 2023. The in-person event features keynote announcements, training and certification opportunities, 2,000+ technical sessions, the Expo, after-hours events, and so much more. This occasion is the biggest cloud event of the year, which boasts 50k+ attendees each year and is held in Las Vegas, Nevada.

The Team
Art Director: Hirofumi Seki
Sports Marketers: Doug Buser + Steven Collette
Creative Program Manager: Ashley Hjalseth

The AWS Expressive Border Visual Identity System was created as an expansion on the AWS core brand. A brand guide and kit of parts featuring editable templates were designed with the intent of being an enablement package to help internal teams scale with more efficiency.

This project solved a number of AWS branding road blocks by 1/ Ensuring consistent on-brand experiences for AWS customers, 2/ Using a brand expression with the intent of being flexible for various marketing content that’s more photography focused (e.g., Sports, etc.), 3/ Supporting other AWS offerings to stand out from one another in the marketplace, 4/ Scaling to meet the needs of the internal teams to reach their goals at the velocity of the business.

The Design
There are four main creative differences between the Expressive Border and the AWS core brand:

1/ Gradients Remixed - Brighter and more dynamic versions of the AWS core brand colors, remixed to pop and grab attention.

2/ Dynamic Typography - Typography overlaid on images creates depth and visual interest, and allows additional layers of hierarchy, adding a sense of movement to layouts.

3/ Center-Stage Photography - Authentic photography adds visual appeal, context, and emotion. Additionally, photography reinforces each industry’s point of view and unique story.

4/ Border - The new border treatment establishes clear visual definition, which helps to draw attention and emphasize key elements. This approach guides the eye, defines separate sections, and helps distinguish industry programs, especially on social media.

The Team
Art Director: Hirofumi Seki
Creative Program Manager: Ashley Hjalseth

The Climate Pledge Arena’s West Signature Wall involved working with architects for the overall design renderings, LEED certified contractors to sustainably build and ME Engineers to create the 1,681 sqft vertical hydroponic system that was made from recycled plastic bottles. The living portion of the wall features more than 8,500 plants and 27 different species, which involved working directly with horticulturists to ensure proper watering and lighting design was in place. Mixed mediums were used for the wall and feature print and LEDs that help tell the story of the how the Climate Pledge Arena is ground-breaking and the first of its kind, while also bringing to life what a better future can look like if businesses commit to being net zero carbon by 2040.

Visit the The Climate Pledge for more information.

The Team
Design Architect: Populous
Motion Content Creator: Digital Kitchen
Horticulturists: Habitat Horticulture & Ben Eiben
Head of Global Sponsorships: Emily Tajuddin
Campaign Manager: Mike McCann
Creative Director: Lacy Muhich
Creative Program Manager: Ashley Hjalseth

My Specific Role within the Project:

Championed Amazon’s Global Sponsorship team's workflows and oversaw the entire creative operations program, design development and project management for the Climate Pledge Arena, which opened October 2021 and was mentioned in over 2,396 stories world-wide within the first 10 days after opening.

Owned and lead end-to-end creative processes from hiring external agencies, concepting, production, delivery and installation. Partnered with internal stakeholders and creative teams. Maintained clear communications across agencies, vendors, teams and leadership for in lock step alignment. Ensured regional and global campaign messaging/branding is accurate and works with various Climate Pledge Signatories (300+ as of Jan 2022) to keep content and branding integrations seamless.

Proactively planned out overall project scopes, yearly and monthly forecasting for a seven figure budget, multiple project milestones, leadership reviews, roadmap creation, management of ongoing logistics and internal team RAPID creation. Routinely assessed the campaign's progress across multiple teams and managed anticipated potential road blockers with solves to ensure on-target, on-budget, on-time and on-brand delivery.

The Climate Pledge Arena’s East Signature Wall visually communicates the meaning behind the Climate pledge, which is a call to businesses and organizations (300+ as of Jan ‘22) to take collective action on the world’s greatest crisis and to work together to build towards a safe and healthy planet for the next generations by achieving net zero carbon by 2040.

Being aware of the customer journey, we aimed our objective for the East Signature Wall to inform and inspire to the passing foot traffic that’s made up of hockey, music and basketball fans.

The live space of the east wall is immense at 200’ x 18’ (3x the height of a person), and is laid out in a gallery format of over 150+ panels (each measuring 39” x 39”), consisting of LED tiles, backlit graphic facings and non-illuminated graphic facings.

Visit the The Climate Pledge for more information.

Motion Content Creator: Digital Kitchen
Head of Global Sponsorships: Emily Tajuddin
Campaign Manager: Mike McCann
Creative Director: Lacy Muhich
Creative Program Manager: Ashley Hjalseth

My Specific Role within the Project:

Championed Amazon’s Global Sponsorship team's workflows and oversaw the entire creative operations program, design development and project management for the Climate Pledge Arena, which opened October 2021 and was mentioned in over 2,396 stories world-wide within the first 10 days after opening.

Owned and lead end-to-end creative processes from hiring external agencies, concepting, production, delivery and installation. Partnered with internal stakeholders and creative teams. Maintained clear communications across agencies, vendors, teams and leadership for in lock step alignment. Ensured regional and global campaign messaging/branding is accurate and works with various Climate Pledge Signatories to keep content and branding integrations seamless.

Proactively planned out overall project scopes, yearly and monthly forecasting for a seven figure budget, multiple project milestones, leadership reviews, roadmap creation, management of ongoing logistics and internal team RAPID creation. Routinely assessed the campaign's progress across multiple teams and managed anticipated potential road blockers with solves to ensure on-target, on-budget, on-time and on-brand delivery.

The Climate Pledge Arena’s Branding projects included the creation of the Climate Pledge and various Amazon rotating LEDs, Seattle Kraken inaugural rally towels, home and away helmets, dasherboards around the rink and the first sports team flag hung up at the Amazon Doppler.

Visit The Climate Pledge for more information.

The Team
Head of Global Sponsorships: Emily Tajuddin
Campaign Manager: Mike McCann
Creative Director: Lacy Muhich
Creative Program Manager: Ashley Hjalseth

My Specific Role within the Project:
Championed Amazon’s Global Sponsorship team's workflows and oversaw the entire creative operations program, design development and project management for the Climate Pledge Arena, which opened October 2021 and was mentioned in over 2,396 stories world-wide within the first 10 days after opening.

Owned and lead end-to-end creative processes from hiring external agencies, concepting, production, delivery and installation. Partnered with internal stakeholders and creative teams. Maintained clear communications across agencies, vendors, teams and leadership for in lock step alignment. Ensured regional and global campaign messaging/branding is accurate and works with various Climate Pledge Signatories (300+ as of Jan 2022) to keep content and branding integrations seamless.

Proactively planned out overall project scopes, yearly and monthly forecasting for a seven figure budget, multiple project milestones, leadership reviews, roadmap creation, management of ongoing logistics and internal team RAPID creation. Routinely assessed the campaign's progress across multiple teams and managed anticipated potential road blockers with solves to ensure on-target, on-budget, on-time and on-brand delivery.

Concept creator, art director and lead designer for the 2019 Seahawks Pro Shop Holiday Campaign. The campaign concept embodies the 12s connection and sense of community within the PNW. Seahawks gear is part of the identity for the 12s and the Pacific Northwest is the familiar landscape in which they dwell or have ties to. By connecting the Seahawks to the local environment, the imagery showcases the idea that Seahawks gear is what makes up “The Fabric of the Pacific Northwest.” The very fabric which stitches the 12s together no matter where they come from or where they go.

Creative campaign was used in print, digital ads, social, gamedays at CenturyLink Field, and other media outlets such as Pandora, Seahawks.com, and NFL.com.

Photographers: Jane Gershovich & Phu Nguyen
Marketing Campaign Manager: Luci German
Art Director/Designer: Ashley Hjalseth

Co-directed the 2016 Color Rush campaign to help generate buzz for the December 15, 2016 game vs the L.A. Rams at CenturyLink Field and to help sell jerseys. I supported asset creation for retail and marketing channels, which were used for media broadcasting, NFL.com, Seahawks.com, gameday marketing, and Fanatics.

The Seattle Seahawks Pro Shop was voted #1 NFL Retailer of the Year in 2016 for the overall execution of the brand and creative for the Color Rush campaign.

The Team
Photographer: Zach Ancell
Co-Art Director/Designer: Ashley Hjalseth

Concept creator, art director and lead designer for the 2018 Seahawks Pro Shop Holiday Campaign.

Overall concept for the campaign was taking, “Home for the Holidays” and connecting our 12s to their home team. No matter where the 12s celebrate the holidays or where they are in the world, there is an immediate bond when you see another 12 wearing Seahawks gear. This connection runs deep with having Pacific Northwest roots and knowing they’re a part of something special, being a 12.

Each shot has unique photo cropping to highlight the specific details of the product rather than the model. The holiday vibe is created through the use of snow, white copy, typeface selections and silver texture detailing.

Creative assets were used for print, digital, and media outlets such as Seahawks.com, Bonneville, Pandora, and Spotify.

The Team
Photographer: Lynnsey Phillips
Marketing Manager: Luci German
Stylist: Vikki Knopf
Art Director/Designer: Ashley Hjalseth

Marshawn Lynch, one of the most iconic players in Seahawks franchise history, announced his retirement during Super Bowl 50. I created designs for social media to honor and thank Marshawn for his time playing for the 12s. 

Lead the concept, art direction, design and copywriting for the 2017 Seahawks Pro Shop Holiday Campaigns. The goal was to let the product be the primary focus. Decided to go with a cool color palette and incorporate a gold foil to give the campaign a holiday feel. Creative assets were used on print, digital and media outlets such as Seahawks.com, Bonneville and Pandora. 

Photographers: Brendan Boden & Jane Gershovich

Developed and hand drew both the Blitz and Boom mascots, which were announced and featured in the Seahawks 2015 season. Additionally, I created the Blitz logo and partnered with McDonald’s to create the first meal box to feature an NFL mascot in 2016.

Blitz was ranked the #1 NFL Mascot from Sports Illustrated for aesthetic design from 2015-2017.

The Team
Mascot Manager: Shawn Christopherson
Designer: Ashley Hjalseth

Directed a team that specialized in food photography and styling for the 2016 CenturyLink Field Concessions. Images were featured on social and throughout the stadium to help market the new gameday menu items. 

The Team
Photographer: John Lok
Art Director: Ashley Hjalseth

Led photo shoot art direction for the first exclusive photo shoot featuring Seahawks leading rusher, Marshawn Lynch, and Skittles. The image was featured in the Hawk Mail Email Newsletter, Seahawks.com, and Seahawks social channels. The article was ranked the number one most viewed on Seahawks.com in 2012.

The Team
Photographer: Seattle Seahawks Official Team Photographer
Art Director: Ashley Hjalseth

The Seahawks were chosen as one of eight NFL teams to host an EA Madden ‘17 Championship Challenger at MoPop in Seattle, WA. My role was to create and lead the event design by incorporating three brands cohesively (e.g., Seattle Seahawks, MoPop, and EA Madden). The creative included stage design, backdrops, broadcast desk, signage, social, credentials, digital broadcasting, email communications, and an advertising campaign.

The Team:
Marketing Manager: Justin Mitchell
Art Director/Designer: Ashley Hjalseth

Led a team of five photographers in different regions within the Pacific Northwest and Canada to capture compelling images for the We Are 12 campaign.

Campaign concept was to showcase the strong bond between the Seahawks and the 12s, by showcasing 12s in different areas around the beautiful PNW region. 12 flags and Seahawks gear was used to illustrate that no matter where you are in the PNW we are a community, but more importantly We Are 12.

The Team
Photographers: Jane Gershovich, Saskia Potter, Justin Tucker, Jeff Marsh, and Jeff Vinnick. 
Campaign Manager/Designer: Ashley Hjalseth

Sea Gals Calendar Cover
With over 12k calendars printed, this calendar became one of the most highly sold calendars in Sea Gals 40-year history. 

Sea Gals Logo Refresh
Redesigned a modern spin on the retro Sea Gals logo to be featured on all things digital, print, signage, e-commerce, and apparel. Inspiration came from the logo from the 80s, but included the modern feathers and Seahawks colors to create a refreshed connection with the team.

Season Schedule Poster
Sea Gal featured was selected from the fans. 10k posters were printed and distributed all over the state of Washington.

Sea Gals Auditions Campaign
Created a Sea Gals auditions campaign that was an expression of the Seahawks main branding campaign, which featured lighting streaks.

The Team
Photographer: Seattle Seahawks Official Team Photographer
Sea Gals Director: Sherri Thompson
Art Director/Designer: Ashley Hjalseth

Led photo shoot art direction, design, and copy for the 2015 and 2016 Seahawks Pro Shop Holiday Campaigns. Creative assets were used on print, digital, and media outlets such as Bonneville and Pandora. 

The Team
Photographer: Seattle Seahawks Official Team Photographer
Stylist: Vikki Knopf
Art Director/Designer: Ashley Hjalseth
Model Agency: Seattle Talent

Worked for both the Seattle Seahawks and the Seattle Sounders FC concurrently. During my time with the Sounders FC, I art directed many campaign photo shoots and designed the 2012 and 2013 Season Ticket Holder scarves.

The Team
Photographer: Seattle Sounders FC Official Team Photographer
Art Director/Designer: Ashley Hjalseth