Art Direction Image Direction Ecommerce Strategy & Operations

Craft Sportswear NA - Ecommerce Visual Rebrand
Visual overhaul for the North American D2C Shopify platform, establishing a 'Technical Luxury' aesthetic and achieving strict visual cohesion across 750+ SKUs. By elevating on-model art direction, introducing dynamic apparel-and-accessory styling, and applying a signature tactile grain, I helped transform the brand’s visual language from sterile ecommerce photography into a cinematic, grit-infused experience. To guarantee pristine visual integrity, I standardized a 4000px high-resolution requirement across all digital touchpoints, enhanced PDP functionality and design, and streamlined the end-to-end asset pipeline - from initial creation to B2B 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

Art Direction Image Direction Ecommerce Strategy & Operations

Sp5der - Ecommerce Visual Identity
Consulted for Sp5der on their new e-commerce site, setting product imagery and PDP standards, styling frameworks, and art direction guidelines. Moving away from generic product shots toward a signature, elevated brand language across 250+ SKUs, we standardized rigorous asset guidelines, including 2000px to 4000px high-resolution capture and multi-angle coverage to ensure visual cohesion, consistency, and a distinct digital experience across all customer touchpoints.

2026

Credits: David Friend, Maria Rubin, Brandon Bowen, Garfield Larmond, Jonathan Head, Victoria Taylor

Art Direction Image Direction Video Direction

Craft Sportswear NA - 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 Sourcing Design Direction

Craft Sportswear NA - 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

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 Post Production

Craft Sportswear NA - Nordlite Speed 2/Endurance 3 Shoe Campaign
Image and art direction for the launch of Craft Sportswear's Nordlite Speed 2 and Endurance 3 running shoes. The campaign builds on an ongoing partnership with Craft, translating the technical performance of both silhouettes into a visual language rooted in movement, terrain, and the discipline of distance running - shot on location rather than in studio, in keeping with the documentary approach that defines Craft's product storytelling. Direction spanned photo and video, from product-focused stills to motion content built for the shoes' launch across digital and retail channels.

2026

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

Art Direction Design Direction Experiential Design

Craft Sportswear NA - 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 Image Direction Video Direction Post Production

Craft Sportswear NA - TGE 198g Kype Pro Collaboration
Contracted on the art direction and ecommerce strategy 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

Art Direction Image Direction Brand Identity

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, Emerson Redd

Creative Direction Image Direction Video 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

Art Direction 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

Credits: Brian Wright, Sophie Ryder, S30 Projects, New Balance Baseball