Role: In-House Creative Director
Team: Groundworks Brand Studio, Stink Studios
Type: Brand Strategy, Brand Marketing, Product Marketing, Digital Marketing, Retail Marketing, Creative Concepting, Creative Direction, Art Direction, Visual Merchandising, Campaign Strategy, Brand Planning, Production
Serra’s presence in Oregon was well-known with discerning fans also in California and nationally. With a flagship retail outlet in West Hollywood being the keystone for a brand launch, I led as Creative Director building brand design systems to set the stage across retail, product, and digital to deeply connect to Serra’s core audience. I led the design of a refreshed website that would include ecomm capabilities, influencer content creation, branded collateral through PR kits, retail design and visual merchandising, product packaging designs, and targeted ad campaigns. From opening day, a line around the block created an established presence.
Role: In-House Creative Director
Team: Groundworks Brand Studio, Commune
Type: Brand Strategy, Brand Marketing, Product Marketing, Digital Marketing, Retail Marketing, Creative Concepting, Creative Direction, Art Direction, Visual Merchandising, Campaign Strategy, Brand Planning, Production
Serra’s presence in Oregon was well-known with discerning fans also in California and nationally. With a flagship retail outlet in West Hollywood being the keystone for a brand launch, I led as Creative Director building brand design systems to set the stage across retail, product, and digital to deeply connect to Serra’s core audience. I led the design of a refreshed website that would include ecomm capabilities, influencer content creation, branded collateral through PR kits, retail design and visual merchandising, product packaging designs, and targeted ad campaigns. From opening day, a line around the block created an established presence.
Press: Uncover LA
Role: In-House Creative Content Director, Art Director
Team: Nike Global Women’s Training Brand Design, Annie Leibowitz
Type: Concepting, Creative Direction, Art Direction, Media and Advertising Strategy, Production Engineering
How do you refresh and recharge the strength of women’s training, globally?
You bring together some of the strongest women athletes with iconic photographer, Annie Leibowitz. In addition to creating this campaign concept, I led the pitches to Nike leadership, Nike athletes and powerhouse photographer, Annie Leibowitz to bring together a globally influential group of women to “Make Yourself”. This project wasn’t plug ’n play - the importance and impact of the content created would springboard the Women’s Training category to new heights in showing the beauty and strength of women in sport.
Role: Creative Director
Team: Groundworks Brand Studio, Ty Boespflug, Director
Type: Campaign, Digital Storytelling, Brand Retail, Concepting, Creative Direction, Content Art Direction, and Design
Role: Agency Managing Creative Director
Team: Nike Brand Design, Dan Tobin Smith/Photographer
Type: Campaign, Digital Storytelling, Brand Retail, Events, Concepting, Creative Direction, Content Art Direction, and Design
How do you respectfully celebrate an iconic product deeply entrenched in sports culture?
You bring to life all the touch points that contributed to a cultural movement that spanned music, sport, art, and innovation. The challenge was to go beyond a 2-d campaign. Working with a highly sought-after photographer and set builder in London, we created a movable sculpture that was part art and part traveling show, highlighted by iconic imagery used in retail, digital, and ad campaigns.
Role: Agency Managing Creative Director
Team: Humbi Entress/Videographer, Manamedia/Production
Type: Motion storytelling
When an award-winning, Swiss-based doc-film agency called to construct content for BKW, an alternative energy corporation, I jumped at the opportunity to concept and execute (un)scripted, rich moments of life. This was a low-budget project with an allhands- on-deck approach - a documentarystyle shoot that was to invoke emotion and the ties to our environment. We shot for 4 days straight, almost for the entire day/evening while never watching a clock - loved every minute of it!
Role: Agency Managing Creative Director
Team: Skullcandy Brand Design and Marketing
Type: Campaign, Digital Storytelling, Brand Retail, Events, Concepting, Creative Direction, Content Art Direction, Social Media, and Design
Role: Agency Managing Creative Director
Team: Netflix Brand Marketing and Global PR
Type: Digital Storytelling, Promotional Reels, Events, Creative Direction, Marketing Content Strategy, Social Media
Role: Agency Managing Creative Director
Team: Google Environmental Impact Team
Type: Ad Campaign, Digital Storytelling, Annual Report, Concepting, Creative Direction, Content Art Direction, Production
Role: Agency Managing Creative Director
Team: Cloudera Brand Marketing
Type: Creative Connecting, Art Direction, Content Strategy
Role: Agency Managing Creative Director
Team: Google Brand Studio
Type: Ad Campaign, Digital, Brand Retail, Concepting, Product Marketing, Social Media, Content Art Direction, Content Strategy
Role: Agency Managing Creative Director
Team: Google Brand Design
Type: Ad Campaign, Digital Storytelling, Brand Retail, Concepting, Creative Direction, Content Art Direction, Ecomm
Client: Various
Role: Creative Content Director
