Design transforms everything
As a multi-disciplinary Creative Director with over 15 years of experience, I specialize in crafting innovative brand campaigns that resonate across mass and luxury markets. My expertise spans celebrity merchandise, entertainment, custom luxury homes, health & wellness, and tech sectors. I excel at developing omnichannel narratives and evergreen communications that captivate audiences and elevate brands into cultural touchstones.
C R E A T I V E V I S I O N A N D S T R A T E G Y
My approach combines creativity, product marketing, research, and strategic insight to deliver compelling consumer experiences. I thrive on solving complex problems and connecting diverse elements to bring brands to life in meaningful ways. By pushing boundaries and challenging norms, I help companies establish sustainable, forward-thinking brands that make a lasting impact.
| E X P E R I E N T I A L | L I V E I N - P E R S O N | M E R C H A N D I S I N G
| C R E A T I V E D I R E C T I O N
A standalone pop-up store tailored specifically for Dreamsforce, embodying the theme of Dreamforce National Park. It includes both the front-of-house retail area and back-of-house storage for restocking, all within one self-contained space.
| D I G I T A L | S T R A T E G Y | B R A N D I N G | M E R C H A N D I S I N G
| C R E A T I V E D I R E C T I O N
Conceived the vision, mission, DNA, and developed the strategic plan for Culinary Homes to be the go-to brand for custom home models focused on the culinary lifestyle–centered around the kitchen and entertaining spaces.
| C O R P O R A T E | B R A N D I N G | T Y P O G R A P H Y
| D E S I G N + C R E A T I V E D I R E C T I O N
Create a pitch that captures the essence of a museum dedicated to creativity and the creative process, ensuring relevance, engagement, and clear expression of the concept.
| E N T E R T A I N M E N T | B R A N D I N G | 3 6 0° C A M P A I G N
| D E S I G N
Develop a comprehensive 360° campaign aimed at sparking public interest in the new Amazon Original Limited Series.
| P A C K A G I N G | B R A N D I N G
| C R E A T I V E D I R E C T I O N
Modern and streamlined identity for a premium cannabis oil reflecting the product's clean and high-quality ingredients.
| E X P E R I E N T I A L | G R A P H I C S | S I G N A G E | T Y P O G R A P H Y | I L L U S T R A T I O N
| D E S I G N
Commissioned to design annual posters for the member-formed ISTAT rock band, reflecting on the event’s theme and location through design.
International Society of Transport Aircraft Trading | ISTAT →
| C O R P O R A T E | B R A N D I N G
| C R E A T I V E D I R E C T I O N
Create a guide that not only embodies the brand and tone of ABC-Clio, an American publishing company specializing in academic reference works and periodicals primarily focused on history and social sciences for educational and public library environments, but also offers a concise overview of the solutions they offer across fifteen subject areas.
| C A T A L O G | T Y P O G R A P H Y
| P H O T O A R T D I R E C T I O N + D E S I G N + A R T D I R E C T I O N
Create a dynamic catalog that embodies a vibrant, cutting-edge attitude, showcasing the latest ski graphics and technology for Kastle Ski, a brand renowned for its performance, quality, and durability.
| A D V E R T I S I N G | C O R P O R A T E | SWAG
| C R E A T I V E D I R E C T I O N
Creative Director for Reebok, collaborating with Martin Venezky of Appetite Engineers, I am tasked with developing a design theme to bolster Reebok's latest campaign, “Are You Feeling It.”
| E X P E R I E N T I A L
| D E S I G N
Create a dynamic trade show back panel for a global independent investment bank
| D I G I T A L | S T R A T E G Y | B R A N D I N G | P A C K A G I N G
| C R E A T I V E D I R E C T I O N
Formulated a brand strategy, and oversaw the development of the digital presence, social media initiatives, product development, and packaging that resonated with Dick Gregory’s vision, emphasizing authenticity, oneness with nature, laughter, and vitality for all.
| C A T A L O G | S T R A T E G Y
| D E S I G N + P H O T O A R T D I R E C T I O N
Craft a fresh brand strategy for the Sundance catalog, established in 1969, aimed at reshaping the brand's perception and enhancing subscription and purchase rates among urban/city customers.
| C A T A L O G
| D E S I G N + P H O T O A R T D I R E C T I O N
Design a new catalog that captures the essence of the Converse brand, its distinctive attitude, and lifestyle, while offering user-friendly navigation and clear information about the latest footwear line.
| A D V E R T I S I N G | P H O T O A R T D I R E C T I O N
| C R E A T I V E D I R E C T I O N + F I L M A R T D I R E C T I O N
Creative Director for Reebok, collaborating with Berlin Cameron advertising agency to develop a strategy for a new line of footwear for NBA star Allen Iverson
| A D V E R T I S I N G
| C R E A T I V E D I R E C T I O N + P H O T O A R T D I R E C T I O N
Creative Director for Reebok, collaborating with Berlin Cameron advertising agency to develop a strategy for a new line of footwear influenced by the style and athleticism of Venus Williams and Allen Iverson on Manhattanites
| P A C K A G I N G
| D E S I G N + A R T D I R E C T I O N
Develop a custom shoe box packaging for an exclusive release of the new DMX Lite running shoe, tailored specifically for distribution to celebrity influencers.
| L I C E N S I N G | M E R C H A N D I S E
| I L L U S T R A T I O N
Eighteen year relationship designing concepts for German glassware + ceramic manufacturer Ritzenhoff