Role: Design Director, TBWAChiatDay

As Design Director at TBWAChiatDay, Erik developed a collection of premium brand experiences designed to communicate Infiniti's design philosophy to journalists, agency partners, and dealerships around the world.

The collection included an invitation for the Infiniti Design Forum, an exclusive event bringing together internationally recognized designers and creative leaders to explore the role of design across architecture, fashion, hospitality, automotive, and culinary arts. Created for a select group of invited journalists, the invitation established the tone for an event centered on creativity, craftsmanship, and innovation.

To extend the campaign globally, Erik designed a custom series of handcrafted Shodō presentation boxes inspired by the Japanese tradition of calligraphy. Developed from the ground up, each box contained a brush, ink, paper, inkwell, and a custom bamboo USB drive introducing Infiniti's evolving brand vision. Distributed to Infiniti's global agency partners, the boxes served as both a brand toolkit and a source of creative inspiration.

The program also included launch kits for Infiniti and Nissan North America, providing dealerships with a consistent brand experience and ensuring new vehicle launches were presented with the same level of craftsmanship and attention to detail that defined the brand itself.