JEDS.WORLD
IKEA: Buy Back
IKEA’s Buy Back launched as a major new circular service across 30+ global markets, inviting customers to return their well-loved pieces and give them a second life. The campaign introduced the service at scale through cinematic storytelling, following furniture on its journey back to the store and reframing resale as something emotional, stylish, and culturally relevant. Set against the texture and light of Porto, the work blended elevated filmmaking with real, lived-in moments, creating a cool, confident tone that felt distinctly modern while carrying the weight of a global brand launch. Across film and print, the result positioned Buy Back not just as a service, but a step forward in IKEA’s commitment to circular design.
Director: Jeffery Richt
Role: Creative Lead - Art Director
IKEA: Home Improver
IKEA Home Improver launched as a major new global service across 30+ markets, introducing a trusted network of professionals through a series of sharply observed, comedic vignettes. From a red light therapy setup blowing the fuse to a paint roller hijacking a ceiling fan and a kitchen faucet turning into an indoor fountain, each spot captured the all-too-real chaos of DIY gone wrong before seamlessly pivoting to the solution: easily finding trusted professionals in the app.
Fast, cinematic, and slightly dramatic on purpose, the spots asked a simple question: would this happen to you? No Way! But to someone else? Yes. Somewhere, right now, a ceiling fan is being weaponized by a paint roller. Home Improver steps in for those moments when DIY confidence turns into “okay, I need help immediately.”
Director: Henrik Holmqvist
Production: King Edward
Role: Creative Lead - Art Director
IKEA: We’re Better Together
We’re Better Together is a brand film about what it really means to build a home. Following a family moving into a new space, the story unfolds as friends, neighbors, delivery co-workers, and community step in to help — turning uncertainty into belonging. Rooted in IKEA’s values of inclusivity and individuality, the film balances warmth, humor, and cinematic beauty to show that difference isn’t something to tolerate, it’s something that makes a home stronger. Intimate, emotional, and globally resonant, it positions IKEA not just as a furniture brand, but as a champion for a more inclusive everyday.
Director: Mauri Chifflet
Production: Gade18
Role: Creative Lead - Art Director
IKEA: Second Hand
IKEA Second-hand launched globally with the energy of someone who just found a designer table for half the price and physically cannot act normal about it. We rebuilt the internet’s greatest hits in real life. The Shaq smirk, the aggressively confident thumbs-up kid, the full daytime-TV jaw drop, and that unhinged Waffle House parking lot guy with the mullet doing a hips-first seductive shuffle like he just negotiated world peace just to spotlight unbelievable quality, pricing, pre-assembly, and a 365-day returns policy. The result was a culturally fluent, highly scalable campaign that rolled out across 30+ markets and gave second-hand some elite aura.
Director: Jeffery Richt
Role: Creative Lead - Art Director
Amazon
With more than 1.4 million impressions following launch, the campaign contributed to one of Amazon’s highest-performing stretches on social, translating “Every Day Better” into culture-first content.
To create content that gives a strategic line to better showcase who Amazon is and their intentions we created and worked within an accelerated editorial model that combined social-first ideation, in-house production, creator teams, and partner activations to develop 50+ pieces of high-visibility social creative across Amazon’s social channels.
Agency: Analog Folk/NY
Creative Role: ACD
Videographer: Wheaton Simis
DeLeón Tequila
Rooted in the brand’s “Luxury on the Rocks” philosophy, we created a series of stark social and OOH moments inspired by the polished restraint and nostalgia of Mad Men-era storytelling that was dominating culture at the time. The art direction leaned into shadow-heavy lighting, sculptural compositions, saturated jewel tones, crisp tailoring, analog textures, and controlled negative space to give the bottle a cinematic, mid-century presence.
Timed to major cultural moments including the Grammys, Fashion Week, Cinco de Mayo, and the Mayweather vs. Pacquiao fight, the campaign was featured in Ad Age, The Drum, and Creativity Online earning coverage in Ad Age, The Drum, and Creativity Online and giving the brand a clear, recognizable point of view in a crowded category.
Agency: Blue Flame Agency New York
Creative Role: Art Director
New Balance
SET Creative reimagined the classic New York coffee cart as a mobile retail experience, dropping the product straight into the pace and personality of the city. Instead of competing with oversized runway productions during Men’s Fashion Week, the team looked to the street and created a retail moment hiding in plain sight. Guests could grab a coffee and a donut and leave with a fresh pair of 574S sneakers. The design pulled from iconic NYC coffee cart visuals, bold familiar signage, custom type, poster-style graphics, and Greek diner cups, blending heritage and hype in a way that felt unmistakably local. Every detail connected the brand, the product, and the experience.
The cart moved with intention. It set up in SoHo, then headed to the LES, posting up outside a court and tapped into the city’s culture. The mobility wasn’t just a feature, it was the strategy. Wherever there was energy, the cart followed.
Results
Activation generated more than 70,000 pieces of social content and earned coverage from Hypebeast & Sneaker News, cementing the launch as a true cultural moment within the sneaker and streetwear community.
Agency: Set Creative
Creative Role: Art Director
Hyatt Resorts
As a Junior Art Director on Hyatt Global Accounts at Cramer-Krasselt/Chicago, I partnered with my copywriter to lead the Hyatt Resorts brand across multiple international markets. We developed global print campaigns and brand guidelines rooted in escape and experience, shaping work that felt immersive, transportive, and grounded in a sense of quiet luxury. Beyond concept and art direction, I was deeply involved in production from shoot planning through post-production, overseeing photography, retouching, and final delivery to ensure every execution met the standards of a premium hospitality brand at global scale.
Agency: Cramer-Krasselt Chicago
Creative Role: Jr. Art Director
Finally, a page about Jed Moriarity
Art Director focused on ideas shaped by strategy & culture.
Into type. Into tone. Into work that earns attention.
Chicago house on repeat. Bronze age rabbit holes. Horror film fanboy, and totally chill about it.
Experience across global campaigns in print, film, digital, and experiential for brands including IKEA, Amazon, Hyatt, Disney, Absolut, New Balance, Porsche, Pepsi, and Absolut. Work recognized by The Drum, Adweek, Creativity Online, the Effies and featured in an official White House press release under President Obama (2016).