Where Big Ideas Meet Bold Execution: Creative Direction by Dane Lafeyette
Hey there – I’m Dane Lafeyette, a Manhattan-based creative director with a passion for turning brand stories into visual experiences that get noticed.
For over 15 years, I’ve led creative campaigns for Fortune 500s, cultural icons, and fearless startups alike.
My creative philosophy? Bold ideas, executed flawlessly. I believe in strategy-first creativity – every visual, word, and interaction should work hard for your brand.
Career Highlights
➣ Creative Lead on Dove’s “Unfiltered” campaign, which generated 120M+ impressions and was recognized by Adweek as one of the top beauty campaigns of the year.
➣ Directed Visa’s “You Belong Here” global ad spot, aired during the Olympics, celebrating immigrant entrepreneurs and inclusivity in business.
➣ Won a Clio Award for conceptualizing “The Mars Mix Project,” an immersive candy-brand activation blending live events and AR technology.
➣ Spearheaded IKEA’s “Spaces” interactive ad series, blending 3D modeling and UX design to showcase small-space solutions; drove a 35% increase in mobile engagement.
➣ Developed HBO Max’s “Off-Script” campaign, spotlighting indie filmmakers through cinematic storytelling and behind-the-scenes content.
My Creative Projects
Unfiltered by Dove
A bold, authenticity-driven campaign that challenged conventional beauty advertising. “Unfiltered” celebrated real skin, real stories, and real people by showcasing unedited, user-generated content across social platforms.
Dane led the campaign's creative direction—from tone of voice and content guidelines to visual identity and influencer casting. The campaign achieved over 120M impressions and was named one of Adweek’s Most Empowering Campaigns of the Year.
Visa: You Belong Here
A globally scaled, emotionally resonant campaign spotlighting immigrant-owned small businesses across five continents.
Dane developed the core messaging, creative narrative, and visual storytelling framework. The centerpiece was a docu-style ad aired during the Olympics, supported by mini-profiles, street photography, and long-form video.
The campaign not only elevated brand affinity but was praised for its cultural relevance and inclusivity.
IKEA Spaces
A modern, mobile-first digital experience that helped young city dwellers visualize space-saving solutions in tight living quarters.
Dane led a team of UX designers, 3D artists, and motion editors to create interactive layouts using IKEA’s newest product lines.
The campaign blended Scandinavian minimalism with dynamic storytelling, resulting in a 35% increase in mobile engagement and extended session durations across key markets.
The Mars Mix Project
A playful, immersive brand experience for M&M’s, built around flavor experimentation and pop culture.
The campaign featured an interactive pop-up event with real-time taste testing, AR filters for social media, and a branded Spotify playlist.
Dane shaped the visual universe, copy tone, and on-site digital interfaces. The activation drew over 20,000 attendees in three major cities and won a Clio Award for Experiential Excellence.
Off-Script with HBO Max
A high-concept promotional series that celebrated rising independent filmmakers. The campaign centered around short-form documentaries and behind-the-scenes storytelling, highlighting the unfiltered creative process.
Dane worked closely with talent and production teams to guide visual themes, direct editorial style, and oversee on-platform branding.
The campaign gained viral traction on Vimeo and YouTube, and was featured in Variety.
Let’s Turn Your Vision Into a Campaign Worth Remembering
Looking to launch a campaign that cuts through the noise? Let’s collaborate. I partner with agencies, founders, and marketing teams to lead creative direction from ideation to execution.
Whether you’re building a brand from scratch or need a sharp eye on your next big launch, I bring high-concept thinking, a strategic lens, and a whole lot of heart.
- Phone: (917) 555-3897
- Email: dane@lafeyettecreative.com
- Instagram: @dane_creative
Get in Touch For Questions, Queries, or Project & Work Opportunities
Use the form below to send me an email and I'll be in touch.