New Rules of Business:
The Ten Kimmandments
I led the art direction and design for Kim Kardashian’s MasterClass, an inside look at the principles and strategy behind her billion-dollar empire. From defining the class’s visual design language to developing the photo art direction brief, I crafted a system that highlighted these principles and framed the evolution from reality star to global entrepreneur. My role was to translate her philosophy into a refined visual narrative that felt bold, aspirational, and unmistakably Kim.
ART/PHOTO direction & DESIGN: TEMI OYELOLA
CREATIVE DIRECTION & MONOLITH DESIGN: ANTHONY MORGAN
COPY: NOELLE SHACHTER
FALL 2025
Banana Republic NYFW Campaign
ART DIRECTION
PHOTOGRAPHY
SOCIAL & DIGITAL DESIGN
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Strategic. Bold. Unmistakably Kim.
The project began with a cross-functional sprint, where I collaborated on developing two early marketing pitches built around Kim’s Ten Kimmandments, the core business principles at the heart of the class. The first pitch was an out-of-home campaign featuring a monolith representing each of the Ten Kimmandments, designed to appear in key cities, this concept eventually evolved into a single large-scale installation in New York’s Financial District, the symbolic center of modern business. The second marketing idea was an NDA teaser, a playful non-binding “agreement” that Kim shared on Instagram to spark intrigue and set the tone for the class launch.
From there, I explored multiple creative directions, ultimately landing on an approach that positioned Kim as a modern entrepreneur, one who breaks rules, challenges tradition, and redefines what leadership looks like today. I leveraged her signature muted neutrals as a backdrop to bold, dynamic copy treatments that echoed the energy of contemporary entrepreneurship.
The result: the highest-engaged class launch in MasterClass history, with over 9M trailer views in 24 hours, 75+ press hits, and more than 10,000 unique class viewers.
