As Global Executive Creative Director for Urban Outfitters, Joanna led the Creative Marketing, Social Media, and Events teams in the direction of international omnichannel campaigns, experiential activations, and partnerships.
Joanna served as Executive Creative Director for UO's partnership program marketing and imagery. Functioning as a full-service agency, our UO team matched partners and relevant talent for newsworthy campaigns, from concept to execution.
"Urban tapped Nautica and general maritime enthusiast Lil Yachty to model the collection, and, in photos shot by Daniel Shea, he's selling it."
"Photographed by Devyn Galindo, this marks the first collaboration between Tommy Hilfiger and Urban Outfitters."
"Photographed by the famed feminist photographer, Petra Collins, Tinashe stuns in Juicy's signature tracksuits."
"Urban Outfitters and Alpha Industries has tapped 2016 XXL Freshman Class member Denzel Curry to star in their latest campaign."
"Dickies and Urban Outfitters have teamed up on a campaign featuring 16 female talents who are creating their own paths and rewriting the rules about work."
"Shot in London by RJ Shaughnessy, Sasha rocks her Vans x Urban Outfitters gear with the kind of shine that she so easily radiates."
As Executive Creative Director, Joanna has directed industry-leading imagery and content for global retail brands, collaborating with a gifted roster of directors, creators, image-makers, and studio talent.
Content & Curation
Catalog & Print
As Creative and Art Director, Joanna has collaborated with over 50 artists on various catalogs and printed pieces. Photographed on film, many of these pieces are collectible editions.
Teamwork, Dream Work
The work shown here would not be without the brilliant brains and talented people who have put thought, time, and hard work towards making magic. Deepest thanks go to the many team members, partners, and peers along the way, and to Urban Outfitters for the opportunity to bring our ideas to life.
Studio + Consultancy
Joanna Reagan Ewing is an Executive Creative Director and Brand Consultant focused on innovative image-making, storytelling, and global marketing. For the past decade, she has held strategic senior leadership roles within both emerging and established brands.
Concentrated on the convergence of technology, lifestyle, and culture, she brings a balance of creative and business expertise to her consultancy and studio practice. Her culturally-relevant concepts and campaigns are responsible for growing brand equity and awareness while successfully delivering top-line results.
Providing leadership and consultation on a freelance, project, or contract basis, Joanna employs over ten years of experience in assembling collaborative teams, connecting the dots between trends and culture, and delivering impactful creative work to clients in pursuit of aesthetic integrity and peak relevancy.
Most recently, Joanna Ewing was the Chief Executive Global Creative Director at Urban Outfitters. In this leadership role, she inspired, conceptualized and executed Urban Outfitters' global brand imagery, creative marketing, brand partnership campaigns, and experiential activations to deliver a comprehensive omnichannel customer experience. She assembled and directed the North American and European creative teams — over 100 talented individuals — and was responsible for Brand Marketing, Social Media, Content, Music, Editorial and E-commerce Photography, Casting, Styling, Production, Public Relations, Events, and Brand Experience.