abacaxi, Marketing & Social Media Assistant
Feb 2025 - Present 📍 Brooklyn, NY
Graphic design, copy, poster design, and video branding for South Asian-American designer Sheena Sood’s sustainable, psychedelic fashion brand.
The goal? To be as playful yet straightforward as Sood’s intricate textiles that are handmade in India by artisans using ancient techniques that are at risk of disappearing. Utilizing a pre-existing design language developed by Labud, campaigns were developed across social media, online advertisements, and mailing lists. In addition, audio mixing for abacaxi’s signature sensory soundscapes and analytics research were conducted.
Meet the Team (April 2025)
A project showcasing the team behind the SS25 collection, Mystic, featuring BTS of a post-launch photoshoot. One of the collection’s sets, the vibrant plaid Cargo and Maxi Skirt, is worn by Andrea Stoker. Sood drew inspiration for the set while eating gelato in Sicily. Each member of the shoot has a lower-third with their title — and, their favorite gelato flavor.
Video: Sheena Sood and Blake McMillan, edited by McMillan
Wardrobe: Sood for abacaxi
Talent: Gabrielle O’Connor, Andrea Stoker, Tenny Zhang
Hair and Makeup: Alex Pacheco
Backstage at Mystic SS25 Show (April 2025)
A video showing BTS at abacaxi’s NYFW Fall 2024, produced to coincide with the release of SS25 Collection, Mystic. Published on April 1st, the script for voiceover work references April Fool’s Day.
Video: Ryan Miller, edited by McMillan
Voiceover: Sheena Sood
Wardrobe: Designed by Sood for abacaxi
Talent: Shreya Navile, Nic Villarosa, Allicia Jagnarine, Tirtha Ratnam, Andrea Ramlall, Alvina Bokhari, Berta Amelinaite, Rebecca Wolf, Melody V, Sangeetha Santhebennur, kr!thi, Jaquessonise Jean-Jacques, Madi Williams, Aurora Tatiana, Grace Adkins
Styling: Casey Huang, Avery Clark
Makeup: Randy Rosenthal
Hair: Takayuki Umeda, 87 Artists
Nails: Nailed by CeeGreenz
Jewelry: Sahiba
Shoes: Teva
Music: “BAILE INoLVIDABLE” by Bad Bunny
LA’s Favs at Our Ririku Popup (June 2025)
Filmed at an abacaxi popup in Los Angeles’s RIRIKU, an independent retail space, guests at the event are asked what their favorite looks are, and where in LA they can see themselves wearing it. This project was published with an alternate graphic at the introduction.
Video: Sheena Sood, edited by McMillan
Talent: Shreya Navile
Summer Postcard Campaign (August 2025)
Three brand lifestyle posts, edited to have a vintage film grain and the logo on top of natural scenes that align with abacaxi’s imagery.
Video: Sheena Sood, edited by McMillan
Audio Mixing: McMillan
Audio: "Aaj Kal Tere Mere Pyar Ke Charche" by Mohd. Rafi & Suman Kalyanpur
Mystic Grid Collage (April 2025)
Using footage shot during a photoshoot for the SS 2025 Mystic collection, as well as Sood’s footage from trips to Sicily that inspired the collection, this collage of videos alternates between other clips. The sound effect of a vintage camera clicking accompanies the transitions. Gradually, the grid falls away to reveal a final image of two models wearing abacaxi. Mixed in the background throughout is audio from a Sicilian coffeehouse that fades into the traffic outside of Port Authority Bus Terminal on 7th Avenue in Midtown Manhattan. This soundscape represents the location that inspired the collection, as well as the location where abacaxi is based.
Video: Sheena Sood, edited by McMillan
Audio: Mixed by McMillan
Wardrobe: Designed by Sood, for abacaxi
Talent: Gabrielle O’Connor, Andrea Stoker, Tenny Zhang
Mailer GIFs Samples
Fast paced GIFs used in abacaxi mailers, utilizing blending modes found in abacaxi’s brand identity to create an interesting alternating color way.
Proposed “Summertime Blues” GIF (July 2025)
Video: Sheena Sood
Wardrobe: Designed by Sood, for abacaxi
Talent: Andrea Stoker
GIF: McMillan
Finalized “Summertime Blues” GIF (July 2025)
Video: Sheena Sood
GIF: McMillan
Bandhini Process GIF, showcasing an example of an ancestral technique used in some abacaxi pieces (April 2025)
Video: Sheena Sood
GIF: McMillan
April 26th ‘Motocaxi’ Popup Flyer (April 2025)
Editing a photo taken in the abacaxi studio, the branding of a vintage Motorola RAZR V3 is replaced with abacaxi iconography; the “M” usually found at the top of the device has been substituted with the silver abacaxi flower monogram. The abacaxi logo has also been edited in lieu of the Motorola logo iridescent inlay. To replicate the 18-bit display, elements were ‘traced’ in cube form in Adobe Illustrator, and made purple, pink, and green.
Photo: Shot and edited by McMillan
Animation: McMillan
An animated version was created as well, with a snippet of Andy Sach’s pager ringtone from The Devil Wears Prada. The published version of the animation is condensed.
abacaxi & Friends Popup (May 2025)
A series of flyers made in multiple brand design styles, with the alternate versions used to reflect the guest designers whose work was showcased at a popup. The “& Friends” typography was created by converting a typeface to outlines, and putting modified versions behind to create a cute but ghostly apparition. The subheaders slowly sink down into the prism to match its shape.
The original poster using abacaxi’s more vibrant color palette.
A green and yellow variant to match the earth tones found in designer Tala Barbotin-Khalidy’s branding.
A dark variant for brands like Imli Dana and Gundi Studios.
Earth Day Sale 2025 (April 2025)
Created with footage from Sood’s trips to India and archived abacaxi collection promotional material.
Video: Sheena Sood, edited by McMillan
Script: McMillan
Voiceover: Sood
Summer Rising Flyer (May 2025)
Branding for an abacaxi event at wine bar Heaven & Earth in Brooklyn. Event logo was handwritten in Procreate. Elements were overlayed on scanned paper textures. An abacaxi stamp was pressed on a different scanned sheet of paper, then isolated using blending modes. Sood’s handwriting was pulled from a notepad and made purple using a color overlay. An animation of the logo and an interactive “Add Yours” story were also created.
Flyer Design: McMillan
Summer Rising Handwriting: McMillan
Body Text Handwriting: Sheena Sood
Animation: McMillan
