jurielfurukawa

Juriel is an LA based Art Director & Social Creative with a background in Motion and Graphic Design. Interested in a wide range of disciplines from Brand Design, Creative Marketing, Social Media & Campaign work. Previously leading creative on Nikesportswear at d1a.

She also founded Onoka Studios, a Jewelry brand out of her desire to experiment with objects inspired by her Japanese heritage.
⭑Integrating AI and emerging tools to enhance workflows and creativity.

Brand Experience: Nike, Converse, A24, Ulta Beauty, & more.

NIKE SPORTSWEAR

TRUTH OR AIR

ART DIRECTION | DESIGN | SET DESIGN

TEAM:
Agency — Day One
Narrative Lead — Irene Kahling, Clara Malley
CD — Phuong Nguyen
AD, Design — Juriel Furukawa
Designer — John Portis, Brandon Galosi
Strategy — Desmond Jones
Production — Adam Argersinger, Joint PDX
Director & DP — Anton Du Perez
Editor — Ann Lupo
Talent — Annie Rauwerda, Matt Williams

Pre-production art direction, which involved creating mood boards, curating references for set design, props, and styling, selecting talent and directors, storyboarding, and contributing to the initial art direction pitch. This collective effort was pivotal in securing the Air Max Day project.

In post-production, lead design and art direction, overseeing task delegation, guiding asset selection and creation, maintaining design system integrity, making content selects and markups, and ensuring cohesion across all visual elements, including photos and videos. This collaborative approach resulted in the approval of a compelling 4-part episode series exploring Air Max models alongside the launch of Air Max Dn, creating an immersive experience for Nike enthusiasts and historians.

Through meticulous curation of set props and engaging storytelling across platforms like Instagram Stories and the grid, we crafted a narrative that resonated powerfully with our audience and client.

AIBOU SKINCARE

BRAND IDENTITY | GRAPHIC DESIGN | CREATIVE VISUALS

The branding and strategy for Aibou were crafted to emphasize fluidity, versatility, and adaptability, qualities that align with the brand's product being suitable for all skin types. Movement was introduced into the type and logo design to reflect this sense of flexibility, creating a dynamic visual identity that mirrors the adaptability of Aibou's offerings.

The approach integrates sleek, modern design elements while maintaining a sense of softness and flow. By allowing the typography and logo to subtly shift and evolve across various brand touchpoints, the design communicates the idea of transformation and inclusivity. The neutral color palette, combined with clean lines and minimalist layouts, provides a canvas where the brand’s core message—partnership, trust, and adaptability—can shine through in a compelling, visually engaging way.

SHARP SOFT STUDIO

ART DIRECTION | GRAPHIC DESIGN | MOTION GRAPHICS

Sharp Soft Studio is where bold design intersects with strategic creativity, rooted in a passion for balance and contrast. The visual identity and motion work embody the relationship between sharpness and softness, boldness and harmony—creating work that captivates while staying deeply attuned to purpose and impact.

NIKE

YOGA (WELLCOLLECTIVE)

MOTION | GRAPHIC DESIGN | DESIGN DIRECTION | PRODUCTION | EDITORIAL DESIGN

CD: Phuong Ngyugen
Designers: Fiona Ye, Jenna Salvadore
Creative Strategists: Kelsey Demarco,

The @nikeyoga account, created in collaboration with Nike and D1a, aimed to demystify yoga for Gen-Z and yoga-curious athletes. We worked together to develop an inviting and inspiring platform, sharing stories to make yoga more accessible. I contributed to production, designing digital assets, and creative ideation. I helped produce the nikeyoga zine, distributed to the Nike team before the account was sunsetted. These key philosophies and design decisions also influenced the creation of the @nikewellcollective account.

ONOKA STUDIOS

BRAND DESIGN | MOTION GRAPHICS

The branding and strategy for Onoka Studios was developed to fuse the brand’s heritage with a highly modern and conceptual design language. The goal was to create a visual identity that embodies the core values of craftsmanship, sensitivity, and timelessness, while introducing a bold, forward-thinking aesthetic.

Design choices, including the use of a neutral color palette and modern typography, were intentionally selected to create a sense of understated luxury while allowing the craftsmanship of the jewelry to be the focal point.

ONOKA STUDIOS

NOSTALGIA COLLECTION

ART DIRECTION | 3D SCULPTING

3D VISUALIZATION: TONAN AHN

NIKE

CORTEIZ BODEGA AIR MAX 95 LAUNCH

POST ART DIRECTION | RETOUCHING | VIDEO

CD — Phuong Nguyen
Photography — Yahance Burton
Production — Adam Argersinger

[watch here]

A collaboration with UK streetwear brand CRTZ, founded by British Nigerian designer Clint 419, with the goal of generating excitement and offering NikeSportswear's audience an exclusive front-row experience. As the lead, I oversaw the post art direction, filming, editing, and production coordination for the Nike x CRTZ Airmax 95 Pink Beam shoe launch.

From assisting in pre-production by crafting mood boards to being on-site filming and conducting interviews, my role encompassed a wide array of responsibilities. This included selecting talent, directing shots, and providing art direction during filming, and guiding post-production efforts by assisting in video art and design direction, making photo selects and edits, and curating video selects for the editor. Through curation and swift editing, our resulting content surpassed NikeSportswear's average reels and grid posts, resonating deeply with CRTZ's dedicated fan base and effectively capturing the electrifying atmosphere.

ONOKA STUDIOS

OFFICE MAGAZINE: KAROSHI DEATH BY OVERWORK

CREATIVE DIRECTION | ART DIRECTION | PRODUCTION

Photography: Johnny Chang
Stylist: Jeenew

[Read Article here]

This self-led photoshoot series delves into the concept of Karosh (aka death by overwork). Reflecting my experience growing up between the US and Japanese cultures and expanding on the @shibuyameltdown phenomenon.

It's an introspective piece about the faltering economy, working in the corporate world, balancing my purpose, and starting a jewelry brand. Through this series, I aim to shed light on the pressures and cultural expectations that influence our lives. The work also serves as a personal narrative, capturing the challenges and triumphs of navigating two distinct cultural landscapes.

NIKE

CORTEZ

ART DIRECTION | PHOTO COMPOSITING

Creative Direction: Phuong Nguyen
Photo Art Direction: Grant Gulla
Photography: Yohance Burton

A proof of concept image gallery for Nikesportswear's grid carousel post. The gallery showcasing AI-generated images featuring original visuals to promote Nike's new Cortez shoe colorway. Drawing inspiration from the shoe's rebellious, fresh, and youthful qualities, we utilized generative tools and traditional imagery to encapsulate freshness through an urban lens. Inspired by elements like fruit stands, park grass, and condensation on ice cold drinks, this approach creatively highlights the Cortez shoe's appeal while embracing AI technology.

My role encompassed creating mood boards, pitching concepts, editing assets and photos, selecting images, and post art direction. This comprehensive involvement ensured client satisfaction and built trust in our ability to deliver impactful visual campaign concepts.