Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
Jolie Clemens
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
ALBUM CAMPAIGNS
ROLE: CREATIVE DIRECTOR, ART DIRECTOR, DESIGNER
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CLICK IMAGES TO ENLARGE
JOLIE CLEMENS
CREATIVE DIRECTOR
A MULTI-SENSORY EVENING OF CULINARY ARTISTRY + DESIGN
MA DER MA DER
VIDEOGRAPHY + EDITING: DALLAS CURRIE
OVERVIEW: Ma Der Ma Der was conceived as both a launch for TASTE POETIC and a proof of concept: a sensory, editorially driven experience that lives beyond traditional food events. Rooted in fashion-editorial thinking and expressed through hospitality, design, and atmosphere, the evening invited guests into a world where food, visual language, and experience were inseparable.
From the outset, the goal was not to stage a dinner, but to author a moment. One shaped by intention, restraint, and feeling, where every detail contributed to a cohesive emotional arc.
CREATIVE APPROACH: The project unfolded as a seamless integration of editorial and experiential thinking.
A fashion-forward editorial campaign established the visual tone, informing everything from palette and texture to pacing and mood. That language was then carried into the live experience, shaping spatial decisions, table composition, lighting, and flow.
Ma Der Ma Der was designed to feel immersive yet intimate. Elevated, but deeply human. Guests weren’t spectators; they were participants inside a carefully composed environment.
PHOTOGRAPHY: LAUREN KRYSTI
EXECUTION: Originally planned as an outdoor event in Loring Alley, the event had to pivot at the last minute due to severe weather. The transition was executed rapidly and without compromise to the concept.
Rather than diminishing the experience, the pivot became a testament to the project’s clarity and resilience. Guests noted the atmosphere, hospitality, and seamlessness of the evening, responding not only to the food, but to the care and cohesion of the entire environment.
The event sold out in three days.
Culinary leadership by Chef Ann Ahmed and Chef Brooke Faudree anchored the experience, with hospitality, design, and pacing working in concert to create a sense of warmth, generosity, and intention throughout the night.
IMPACT:
• Sold out in three days
• Strong guest response to atmosphere, hospitality, and design
• Positive word-of-mouth and editorial coverage, including Artful Living
• Successfully launched Taste Poetic as a multidisciplinary experiential studio
• Demonstrated the ability to adapt under pressure without sacrificing vision
ROLE:
- Creative concept & strategy
- Visual Language and Editorial Direction
- Fashion Editorial Direction
- Experiential & Event Concepting
- Spatial and installation design (with Alison Hoekstra)
- Partner and stakeholder collaboration
- Copy, naming, and tonal direction
- On-Site Execution & Oversight
WHY IT MATTERS: Ma Der Ma Der illustrates how editorial thinking can shape not just imagery, but experience itself. By allowing visual language, hospitality, and design to move together as one system, the project created a moment that felt authored, resilient, and emotionally resonant, even under constraint.