CREATIVE DIRECTION & BRAND NARRATIVE
IDEAS THAT SHAPE
THE WAY BRANDS FEEL
not just how they look…👀
At the intersection of strategy and emotion, I shape narratives, platforms, and campaign worlds for brands across fashion, beauty, sport, and culture.
Creative Director for Madewell’s Cazzie David denim campaign, developing “Denim Expert,” a character-driven platform that taps into Cazzie’s famously opinionated, neurotic-but-relatable voice to turn her very specific thoughts about denim into entertaining content, advice, and cultural commentary.
LATEST WORK
Coming up with ideas that create worlds people can physically enter.
BUILDING THE STORIES THAT HOLD EVERYTHING TOGETHER.
EMOTIONAL TRANSLATION.
MAKING THINGS MEAN SOMETHING.
FINDING the human/cultural insight and turn it into the idea.
RECENT WORK
Reebok
Concept Narrative & Brand Voice
Reinvigorating what it means to be classic today.
Reframed “Classic” as the ever-evolving framework of Reebok’s cultural identity
Built a narrative system rooted in contemporary icons keeping the Reebok legacy going in a modern way
Shifted the brand from heritage as nostalgia → embodied heritage
Sephora
Global Tagline & Launch campaign direction
A unifying global call — pioneering inclusivity in beauty.
Defined a platform rooted in openness, access, and self-definition
Wrote the now global tagline and concepted launch Campaign
Positioned inclusivity not as messaging, but as the foundation of the brand
Savage X Fenty
Brand PLATFORM & CAMPAIGN IDEATION
A world built on sensuality, sensoriality, and feeling good in your skin.
Shaped a narrative language grounded in confidence and embodiment.
Centered physicality, intimacy, and playful self-expression.
Ideated seasonal campaigns and social content based on new platform.
Swarovski
BRAND PLATFORM & LAUNCH CAMPAIGN
Inviting the world to ignite the maximalist within.
Created the idea of The Wonderlab — a new brand world rooted in imagination and transformation
Concepted the launch campaign film to set the tone
Directed a tone that celebrates excess, fantasy, and self-adornment
I help brands speak with REAL feeling — grounded in TRUTH, elevated by story.
What I do
Creative direction & brand platforms
Campaign concepts, taglines, and manifestos
Narrative systems & tone-of-voice playbooks
Scriptwriting (film, social, press language)
Experiential & activation concept
Current & Previous Clients
Fashion & Beauty
Madewell
UGG
Tory Burch
Tommy Hilfiger
Cole Haan
Savage X Fenty
Loro Piana
Swarovski
Coach
Moncler
Louis Vuitton
Prada
Marc Jacobs
Diesel
Eittem
Tom Ford Beauty
Khloé Kardashian
Good American
Ariana Grande
Boy Smells
La Mer
Estée Lauder Companies
Glossier
Summer Fridays
Spanx
Moroccanoil
ZO Skin Health
Wella Professionals
MAC Cosmetics
Moose Knuckles
Moon Boots
Bogg Bag
Lancôme Paris
AmorePacific
Lumene
Bonastre
Madina
Stuart Weitzman
Narciso Rodriguez
Origins
Bobbi Brown
Holt Renfrew
Luxury, Lifestyle & Spirits
LVMH
Lugano Diamonds
Parent Company
Ferrari
Spring Place
Sports & Movement
Adidas Women’s Collective
Reebok
Puma X Fenty
Cultural, Retail & Institutional
CFDA (Council of Fashion Designers of America)
DKMS (We Delete Blood Cancer)
Redi (Ratner Early Detection Initiative)
Le Bon Marché
Bonastre
Spring Place
Le Bon Marché
Sephora
Concrete Projects
STUDIO
A quieter practice that explore simultaneous expressions of woman and motherhood, beauty and trauma.
CONTACT