Art Direction Campaign Strategy Image/Video Direction

Craft Sportswear - AW26 Campaign/ Kype Gravel Shoe Campaign
Guided the overarching art direction, visual narrative, and image identity for Craft Sportswear’s highly anticipated entry into the premium gravel market. Built on the design language of the ultrafast Kype Pro road racing shoe, the campaign was engineered to visually communicate explosive propulsion, elite technical performance, and rugged, lasting comfort across unforgiving, mixed terrains. Guided the overarching art direction, visual narrative, and image identity for Craft Sportswear’s highly anticipated entry into the premium gravel market.

2026

Credits: Jake Rawson, Shannon May, Daniel Högling, Niklas Moberg, Lina Rydh, Nicklas Göhle, Laurie Cohen, Gail Cootes

Art Direction Graphic Design/Brand Collateral Production & Sourcing

Craft Sportswear - AW26 Campaign/ Kype Gravel Shoe Lookbook
Guided the overarching art direction, visual narrative, and image identity for Craft Sportswear’s highly anticipated entry into the premium gravel market. Built on the design language of the ultrafast Kype Pro road racing shoe, the campaign was engineered to visually communicate explosive propulsion, elite technical performance, and rugged, lasting comfort across unforgiving, mixed terrains. Guided the overarching art direction, visual narrative, and image identity for Craft Sportswear’s highly anticipated entry into the premium gravel market.

2026

Credits: Arthur Vailant, Mattia Greghi, Elliot Davenport, Matija Gabrilo, Alberto Deon

Art Direction Image Direction Post Production/Image Retouch

Houdini Sportswear x Demon - Silvestre Collaboration
Helped architect the campaign photo shoot behind the high-performance partnership between Swedish pioneer Houdini and Italian footwear avant-gardists Demon. I directed the overarching aesthetic narrative, moving beyond traditional outdoor tropes toward a sophisticated, "raw elegance" and curated the multi-disciplinary creative team necessary to execute the campaign’s stealth-performance visual language. From orchestrating the talent selection to overseeing the launch strategy within Tier-1 global retailers, I ensured every touchpoint reinforced the product's status as a pinnacle design object for the modern explorer.

2026

Credits: Arthur Vailant, Mattia Greghi, Elliot Davenport, Matija Gabrilo, Alberto Deon

Art Direction Image Direction Video Direction/Editing Post Production/Retouch

Craft Sportswear - Nordlite Speed 2/Endurance 3 Shoe Campaign
Image direction and art direction for the Nordlite and Endurance series running shoes.

2026

Credits: Jake Rawson, Shannon May, Daniel Högling, Niklas Moberg, Lina Rydh, Nicklas Göhle, Laurie Cohen, Gail Cootes, Robert Scott

Image Direction Art Direction Design Direction Film Direction

Craft Sportswear - TGE 198g Kype Pro Collaboration
Guided the ccreative direction for this technical partnership, establishing the visual language through strategic moodboarding. Defined the aesthetic direction and project briefs to highlight the collaboration's focus on ultralight performance and specialized engineering.

2025

Credits: Jake Rawson, Shannon May, Daniel Högling, Niklas Moberg, Lina Rydh, Nicklas Göhle, Laurie Cohen, Gail Cootes

ECommerce Strategy & Operations Art Direction Image Direction

Craft Sportswear - Ecommerce Image Production Overhaul
Led the comprehensive image product and on-model image revamp/overhaul for the North American D2C Shopify platform. centering on a "Technical Luxury" aesthetic. The project standardized a 4000px high-resolution requirement across all digital touchpoints to ensure visual integrity on high-density displays. By integrating a signature aesthetic grain and tactile texture, the overhaul moved the brand away from sterile product photography toward a cinematic, grit-infused visual language. I streamlined the end-to-end asset pipeline - from asset creation, image bank management to wholesale delivery for Nordstrom and REI - ensuring premium brand consistency and operational efficiency across the global digital ecosystem.

2026

Credits: Waypoint Outdoor, Renata Manino, Mark McDonald, Shannon May, Laurie Cohen, Gail Cootes

Image Direction Art Direction Post Production Film Direction

Dava - Pale (Music Video)
Conceptualized the visual atmosphere for "Pale," focusing on a visceral juxtaposition of raw nature and ethereal grace. Directed and post produced the creative mood by utilizing heavy, dark tones to evoke a gripping, angelic narrative set against the power of a cascading waterfall.

2026

Credits: Milo Lee, Dava Norman, Rachael Previti, Pack Records, Jett Wells, Sky McElroy

Brand Identity Art Direction Design/ Brand Collateral Experiential Design

Craft Sportswear- Lucia Kype Pro Collaboration / 2025 NYC Marathon Pop Up Shop
Helped design the visual identity and campaign rollout for the Craft Sportswear x Lucia Pizza collaboration. The project includes image direction, logo refinement, printed materials, and brand materials, creating a cohesive system that reflects the brands editorial and contemporary character through an experiential pop up event hosted in a retail space in SoHo, NY - during the 2025 NYC Marathon.

2025

Credits: Jake Rawson, Shannon May, Daniel Högling, Niklas Moberg, Lina Rydh, Nicklas Göhle, Laurie Cohen, Gail Cootes

Art Direction Creative Direction World Buidling

Interscope Records x Untiljapan - Untiljapan “Trompe l’oeil”
Spearheaded the visual world-building for this release, crafting the aesthetic foundation through immersive moodboards and creative briefs. Established a high-level artistic vision that mirrored the project’s namesake, blending distorted perceptions with a sharp, contemporary edge to define the campaign's identity.

2025

Credits: Interscope Records

Creative Direction Art Direction Image Direction

T:ME - Don’t Trip
For 'Don’t Trip' release, the creative direction was centered on a homecoming narrative. I conceptualized an editorial campaign that juxtaposed high-concept streetwear with the intimate, lived-in textures of the artist’s childhood home in Brooklyn. By staging the shoot in spaces that held personal history - kitchen tables, worn hallways, and family stoops - we bridged the gap between T:ME’s current trajectory and his foundations. The goal was to humanize the 'executive' aesthetic, using film-inspired grain and natural lighting to evoke a sense of memory and unfiltered family legacy.

2023

Credits: Toni Bakalli, Shayna Owen, Zoe Scott, Yuki Omatsu, Koffi Kovaly

Brand Identity Art Direction Strategy Experiential Design

New Balance - Cal Raleigh “Dump Truck” Activation
The New Balance × Cal Raleigh “Dump Truck” activation brought viral baseball culture to life through a high-impact, physical brand experience. The creative execution focused on the graphic decal placements and technical installation of the custom-branded truck and environmental assets, ensuring the industrial "Big Dumper" aesthetic translated seamlessly from digital concept to physical reality. By bridging the gap between heavy-duty logistics and elite athletic performance, the installation served as a rugged, tactile centerpiece that anchored the "When it rains, it dumps" campaign within the community.

2025

Image Direction Art Direction DesigPost Production/Image Retouch

DAZED Magazinen - T:ME for DAZED
T:ME‘s editorial debut serves as a high-concept visual introduction for the artist, blending avant-garde fashion with raw, cinematic energy. Developed in direct collaboration with the DAZED editorial team, the creative strategy focused on a disruptive narrative that balanced high-fashion sophistication with a contemporary edge.

2024

Credits: Toni Bakalli, Shayna Owens

Brand Identity Art Direction Design/Event Collateral Experiential Design

Don Toliver x Amazon Music - Love Sick Album Experience
Amazon Music and AMP hosted a highly anticipated album release event for Don Toliver’s “Lovesick” at the Landmark Westwood Theatre in Los Angeles, CA. As the Creative Director, I was responsible for developing all creative assets, including the event’s visual identity, menu designs, and credentials. I collaborated closely with the team to ensure the event experience was cohesive and reflective of the album’s unique vibe. Additionally, I co-produced the entire experience, overseeing production logistics and creative execution to deliver an immersive experience.

2023

Credits: Julian Kennedy, Brian Wright, Dez Wright, Elijah Watkins, Caty Timmerman

Creative Direction Experiential Strategy Experiential Design

Dreamville x Amazon Music - Dreamville Fest
Amazon Music and Dreamville partnered to kick off Dreamville Festival with a vibrant block party that blended indoor and outdoor experiences. As Creative Director, I collaborated with the team to conceptualize and produce an immersive experience that celebrated the legacy of Dreamville and J. Cole. Inside, we designed a museum-style exhibit featuring five key touch points: J. Cole’s childhood bedroom, the Sheltuh studio (where attendees could actually record music), two of Cole’s iconic tour looks, a life-sized vintage CD book holder, and a recreation of the Cole World: The Sideline Story album cover. Outside, we brought the festival theme to life with the “Dollar and a Dream” gas station installation, complete with oversized floral sculptures and branded visual elements. I helped lead both the strategic vision and production design, working closely with producers to ensure a seamless execution.

2024

Credits: Julian Kennedy, Brian Wright, Dez Wright, Elijah Watkins, Caty Timmerman

Creative Direction Experiential Strategy Experiential Design

Ella Mai x Amazon Music - Heart on My Sleeve LA Bus Tour Activation
Helped strategize and execute the Ella Mai x Amazon Music "Heart on My Sleeve" LA Bus Tour activation. To celebrate the launch of Ella Mai's sophomore album, we transformed a classic double-decker bus into a mobile R&B experience that toured key Los Angeles landmarks, I designed the full vehicle wrap and spatial branding for the event. Fans were able to RSVP and come listen to the album on a custom double-decker bus and meet Ella Mai herself. The bus – wrapped in an album-cover image of Ella Mai – was secretly parked in a parking lot where attendees would get to meet the songstress, receive customized swag and enjoy meals from Savage Tacos catering.

2022

Credits: Wife of The Party, Julian Kennedy, Brian Wright, Dez Wright, Elijah Watkins, Caty Timmerman

Creative Direction Design/Event Collateral Experiential Design

Lil Baby x Footlocker - Oakland City Basketball Court Revamp
Designed the court redesign, visual identity, and environmental execution for Foot Locker Atlanta and Lil Baby’s community initiative in Oakland City Park with the team at Six Degrees Creative Agency. Anchored by a royal blue and white aesthetic, the design framed the surrounding wooded landscape while integrating custom court graphics and partner branding for Foot Locker, 4PF (Four Pockets Full), and Lil Baby. The activation transformed the park into a permanent neighborhood hub for basketball and youth recreation, launched via a major community unveiling that featured promotional content shoots and the surprise giveaway of over 200 bicycles to local kids.

2023

Credits: Julian Kennedy, Brian Wright, Dez Wright, Elijah Watkins, Caty Timmerman

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