Art Direction Image Direction Post Production

Craft Sportswear - FW26/ Kype Gravel Campaign
Guided the art direction and photo manipulation/mixed media for the Craft Sportswear’s latest gravel shoe to hit the market. This next-generation gravel supershoe builds on the ultrafast Kype Pro road shoe. Powered by an Arkema glass-fiber-reinforced polyamide plate and our two high-performance PEBAX and ETPU midsole foams, it delivers explosive propulsion and lasting comfort across mixed surfaces.

2026

Art Direction Image Direction Post Production

Craft Sportswear - FW26/Kype Gravel Shoe Lookbook
Guided the art direction and photo manipulation/mixed media for the Craft Sportswear’s latest gravel shoe to hit the market. This next-generation gravel supershoe builds on the ultrafast Kype Pro road shoe. Powered by an Arkema glass-fiber-reinforced polyamide plate and our two high-performance PEBAX and ETPU midsole foams, it delivers explosive propulsion and lasting comfort across mixed surfaces.

2026

Art Direction Image Direction Post Production

Houdini Sportswear x Demon - Silvestre Collaboration
Helped achitect a high-performance partnership between Swedish pioneer Houdini and Italian footwear avant-gardists Demon. My role was to define the strategic bridge between these two distinct brand identities, conceptualizing a "third space" that merged minimalist alpine functionality with aggressive, heritage-driven craftsmanship.

2026

Art Direction Image Direction Post Production

Craft Sportswear - Nordlite Speed 2/Endurance 3 Campaign
The Nordlite Speed 2 and Endurance 3 focuses on a dual-terrain narrative, bridging the gap between urban environments and natural landscapes. As the creative lead for this global rollout, the visual strategy centers on maintaining high-resolution standards while incorporating a signature aesthetic grain to provide the imagery with a distinct, high-energy "punch".

2026

Creative Direction Video Direction Video Editing

Craft Sportswear - Nordlite Speed 2/Endurance 3 Campaign

The Nordlite Speed 2 and Endurance 3 focuses on a dual-terrain narrative, bridging the gap between urban environments and natural landscapes. As the creative lead for this global rollout, the visual strategy centers on maintaining high-resolution standards while incorporating a signature aesthetic grain to provide the imagery with a distinct, high-energy "punch".

2026

Art Direction Image Direction Ecommerce Strategy

Craft Sportswear - Ecommerce Asset Production Revamp
Directed a comprehensive visual identity revamp 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.

2026

Art Direction Experiential Design

Craft Sportswear- Lucia Kype Pro Collaboration / 2025 NYC Marathon Pop Up Shop

We designed 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.

2025

Art DirectionImage Direction

Craft Sportswear - TGE 198g Kype Pro Collaboration

The Craft Sportswear × TGE Kype Pro collaboration explores the concept of weightlessness through a partnership with The Great Exhibition agency. Centered on a "formless" blue aesthetic, the creative direction mirrors the vastness of the sky to visually communicate the shoe’s ultralight 198g construction. By stripping away visual weight and focusing on ethereal, atmospheric textures, the campaign reimagines high-performance machinery as an extension of the elements, positioning the Kype Pro as a transcendently light tool for the elite athlete.

2025

Art Direction Image Direction

Interscope Records - Untiljapan “Trompe l’oeil”

The Interscope Records × Untiljapan "Trompe l’oeil" campaign subverts classical tradition through a provocative, editorial lens. Set within the architectural grandeur of a cathedral, the creative direction utilizes live ballerinas to create a kinetic, high-art backdrop that contrasts against Untiljapan’s modern silhouette. This juxtaposition of sacred space and fluid, classical movement serves the "Trompe l’oeil" theme, blurring the lines between high-fashion performance and hip-hop’s avant-garde to establish a visual identity that is both hauntingly elegant and disruptively contemporary.

2026

Art DirectionImage DirectionVideo 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.

2025

Art Direction Design Design Direction

Craft Sportswear - Women’s Ultra Trail Pro Running Shoe

The Craft Sportswear Women’s Ultra Trail Pro campaign centers on the intersection of aggressive performance and anatomical precision, specifically inspired by the vibrant, organic hues of Açaí and wild berries. To anchor the graphic design assets, the creative direction utilized authentic purple wine stains, creating a raw, tactile aesthetic that bridges the gap between high-performance technology and the visceral, earth-bound reality of trail running. This visual narrative emphasizes carbon-plated responsiveness while grounding the elite racing shoe in a bold, elemental palette that defines the pinnacle of female-specific endurance gear.

2025

Creative DirectionExperiential DesignDesign DirectionActivation Strategy

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

Creative DirectionImage DirectionVideo 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.

USA, NYC

2023