Creative Direction
Matthew Axe is a New York based Creative Director specializing in the beauty, food, home and celebrity founder categories. He partners with brands to develop impactful and enduring creative projects.
Matthew leads cross-functional teams working on art direction, design, copywriting, packaging, photography, 360 campaigns, video production, visual merchandising, online retail, social media, events and CRM.
With a specialty in being an all-in-one creative partner, Axe can operate as an agency or senior level support to teams of any size.
He is equally comfortable creating social-first brand experiences, directing live action and still photography campaigns, as well as envisioning complete brand redesigns.
Beauty
Josie Maran
Aveda
Caudalie
Darphin Paris
Elemis
Fresh
Jo Malone London
Pat Mcgrath
Shiseido
Home
Baker Furniture
Bed Bath and Beyond
Common Good
Design Within Reach
Destination Kohler
John Lewis
Martha Stewart Living
Rizzoli
Williams-Sonoma
Food
Bellocq
Gwyneth Paltrow
Martha Stewart Living
Simply Gum
Williams-Sonoma
Josie Maran Global Brand Redesign
Concept & Creative Direction: Matthew Axe
Photographers: Coliena Rentmeester, Rich Begany
Brand Videos and Social Media Collateral
Brand Multi Channel Campaign
Josie Maran Range Packaging Redesign
Concept & Creative Direction: Matthew Axe
Form: Mcgregor-Mcgregor
Josie Maran Skincare Refill Packaging System
Concept & Creative Direction: Matthew Axe
Josie Maran Haircare Brand Extension
Concept & Creative Direction: Matthew Axe
Form Creative Direction : Mcgregor-Mcgregor
Scalable Eco-Friendly Packaging Program and Brand Collateral
Jo Malone London Multi Channel Campaign
Concept & Creative Direction: Matthew Axe
Photographer: Mitch Feinberg
Creative Direction: Concept and Photography
Jo Malone London Multi Channel Campaign
Concept & Creative Direction: Matthew Axe
Director: Charles Mehling
Love Letters Journal
Concept & Creative Direction: Matthew Axe
Photograhers : Richard Phibbs, John Dolan, Yasu and Junko, Richard Pierce, Frank Frances, Bettina Lewin, Squire Fox
Branding, Multi Channel Launch Campaign, Social, Web
Concept, On Set and Post Production
Live Action Concept, On Set and Post Production Direction
DWR Influencer Multi Channel Campaign
Concept & Creative Direction: Matthew Axe
Photographer: Amy Neusinger
Influencer Partnership Production and Location Photographic Shoots
Elemis - Morning Matrix Launch Campaign
Concept & Creative Direction: Matthew Axe
Photographer: Tara Sgroi
Bed Bath and Beyond Registry
Concept & Creative Direction: Matthew Axe
Photographer: Squire Fox, Frank Frances, Con Poulos
Concept and Location/On-Set Photography
Hachette Book Group
Book Design: Matthew Axe
Photographer: Ditte Isagar
Book design