Roi ELFASSY

VP CD | AUTHENTIC BRANDS GROUP

Roi is the Vice President and Creative Director of Juicy Couture. He has worked on digital and print media campaigns for companies including BLACKROSE, American Eagle Outfitters, and ANN INC.

questionnaire

What was your very first job? 

MY first Professional real job was working for Women Models in 1996. I had assisted photographer here and there but I never really considered that a real job it was more learning.

Please describe, in your own words, what your job is and what work it entails. 

It was interesting. I worked for all the bookers at the time helping compile model swipe from their editorials and then helped to put the books together.

It really helped me understand composition. It also taught me a lot about the industry. Photographers, stylist etc. At that time they had the biggest models such as Kate Moss and Naomi Campbell, so a lot of great talent would come to the office all the time. 

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

I was always attracted to photography and that was my main focus.  I decided to go to school for it. I realized that it takes more than just a good eye to make it an actual profession. I was much more shy back then and realized that I would much rather be behind the scene then behind the camera. I believe that it’s all about the team and felt that art direction would still allow me to be part of the create without having to be the guy that clicks the camera. The train of events that brought me to where I’m at today are really credited to the wonderful talented people I have worked with. The day to day people as well as the Talent I have the pleasure of working with on set.

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

These days I feel that inspiration is constantly being pushed out at you.  You can’t get away from Social media. It’s kind of addicting. I know this sounds Cliché but personally I like walking around NYC. There is so much inspiration all around.

If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?  

Most recent work would be The Juicy couture 21 campaign Fall 2016. It really paved the way for the brand to get momentum. We gained over a billion impressions and had great feedback. It was a risk because we totally changed the direction from where we were previous seasons and it worked.

jury

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