Art Direction Image Direction Design/Brand Collateral Post Production/Photo Retouch

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. 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.

EU, Sweden

2026

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

Art Direction Image Direction Post Production/Image Retouch

Houdini Sportswear x Demon - Silvestre Collaboration
Helped achitect 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.

USA, Seattle

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 achitect 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.

EU, Sweden

2026

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

Moodboarding Image Direction Production Assistant

Nike x Procell - Total 90 Heirloom
Shot by photographer and close friend Ant Soulo, I helped guide the image direction and mood boarding for this collaboration. I focused on bridging the gap between high-performance heritage and contemporary interior aesthetics. By treating the iconic Total 90 silhouette as a canvas for a custom, Bouclé-inspired textile print, we grounded the design in rich, sophisticated neutrals. The result is a modern expression of vintage sensibilities, where subtle branding and curated details speak for themselves. Procell's expert curation of vintage clothing, goods and artwork lives at 5 Delancey in New York City.

USA, New York City

2026

Credits: Anthony Hilliard, Marika-Ella Ames, Skye Melena, Christine Cherbonnier, Lauren Nikrooz, Studio Lou, Michael Kusumadjaja, Hayden Bullard

Image Direction Art Direction Design Direction Film Direction

Craft Sportswear- Nordlite Speed 2/Endurance 3 Shoe Campaign
Collaborated on the creative framework for the Nordlite series, shaping the visual identity and campaign strategy. Established the mood and technical aesthetic via high-level briefing, guiding the team to effectively showcase Craft's performance innovation.

EU, Sweden

2026

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

Image Direction Art Direction Styling Experiential Design/Brand Collateral

Nike - Air Max 95 Atlanta
To celebrate Nike’s iconic "404 Day," four of Atlanta’s premier cultural retail anchors, Walter’s, Wish ATL, Sole Play, and A Ma Manière -partnered with Nike to launch the city's exclusive Air Max 95. Stepping in as assistant Art Director and creative partner alongside Six Degrees Creative Agency, my objective was to establish a visual narrative that bypassed standard product photography in favor of true cultural immersion. I set a visual identity that contrasted the refined, classic grandeur of the historic Fox Theatre with the raw, grit-infused energy of Atlanta’s urban streetscapes. By curating this specific aesthetic juxtaposition, the campaign served as an authentic love letter to the city's fashion, music, and sneaker heritage, ultimately generating massive organic buzz across apex style platforms like Complex and Sneaker News.

USA, ATL

2024

Credits: Julian Kennedy, Elijah Watkns, Brian Wright

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.

EU, Sweden

2025

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

Image Direction Art Direction ECommerce Strategy

Craft Sportswear - Ecommerce Image Production Overhaul
Led the comprehensive visual identity revamp/overhaul for the North American e-commerce 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.

USA, Seattle

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.

USA, California

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.

USA, New York

2025

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

Image Direction Creative Direction

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.

USA, Atlanta

2025

Credits: Emerson Redd, Interscope Records

Strategy Creative Direction Art Direction Image Direction

T:ME x A24 Music - 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.

USA, NYC

2023

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

Image Direction Art Direction Design Direction Film Direction

Craft Sportswear- Houdini Sportswear Kype Pro Collaboration
The Craft × Houdini "Kype Pro Sand" campaign merges elite trail performance with circular, minimalist design. Grounded in a "Geological Precision" aesthetic, the creative direction highlights the shoe’s technical capabilities through a palette of elemental tones and raw, high-contrast textures, positioning this high-performance collaboration as the definitive benchmark for sustainable off-road endurance. Articulated the creative vision for this technical partnership, merging the distinct identities of both brands through refined moodboarding and strategic briefs. Set the high-level aesthetic tone to emphasize the fusion of sustainable design and elite performance gear.

EU, Sweden

2025

Credits:

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.

USA, Seattle

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.

USA, New York

2024

Credits: Toni Bakalli, Shayna Owens

Image Direction Creative Direction

Craft Sportswear - SS25/Race Ready Campaign
Campaign direction for the ultra-lightweight, streamlined running apparel designed to maximize speed and eliminate drag during peak performance. The collection is engineered to keep athletes cool, comfortable, and fast, whether they are chasing marathon PRs or tackling road races.

USA,Seattle

2025

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

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