Creative director across video, digital, print, and audio for brands.
I develop concepts that define how an organization communicates what it stands for. Some projects require building the system; others require directing the people who bring it to life. The goal is the same: clarity that lasts beyond the campaign.
1.5M+
1,500,000 Global Brand Impressions
West Elm existed in a space many modern design brands eventually reach, widely recognizable, but increasingly defined by aesthetic rather than intent. As “modern” became a visual shorthand across retail, the risk wasn’t losing relevance, but losing meaning.
Homes, however, aren’t experienced as styled images. They’re lived in: worn materials, small decisions, objects chosen for how they function as much as how they look. The opportunity was to reposition modern not as a look to replicate, but as a point of view about living.
The campaign shifted attention away from products and toward the people making them. Through a documentary-style brand film and supporting interviews, designers spoke about choices, constraints, and process, allowing the brand to evolve without abandoning its foundation.
By framing authorship instead of aesthetic, the work reframed West Elm as a perspective on modern living and launched the brand’s updated direction, reaching over 1.5 million viewers.
Direction is clarity. Everything else is decoration.
Before visuals, before motion, before sound, there is intent. I start by identifying what matters most: the message, the audience, the outcome. Once that’s clear, every decision has a reason. The result is work that feels focused, purposeful, and built to move people, not just impress them.
Essentials for the Untamed
California remains one of the few shared myths in American culture: departure, reinvention, the permission to become someone else. Its symbolism persists across generations not as nostalgia, but as direction, the idea of moving toward possibility.
The project explored whether a garment could carry narrative without visual complexity. A black t-shirt and hoodie using familiar license plate lettering functioned as a quiet marker rather than a graphic statement, supported by imagery of motion, travel, and self-determination. The clothing stayed minimal; the meaning came from association.
By treating the product as an artifact within a larger story, expressed through film, photography, and digital presentation, the work tested whether cultural symbolism could create attachment to a simple object, allowing identity to exist without decoration.
Essentials for the untamed.
A nod to the golden era, when California wasn’t just a place, it was a mood. Inspired by the effortless cool of vintage Americana, this set brings that timeless energy forward: simple, lived-in, and unbothered by time.
