Notes on shaping brands, campaigns, and the ideas behind them.
Notes on shaping brands, campaigns, and the ideas behind them.
Notes on shaping brands, campaigns, and the ideas behind them.
Thinking
•
Let it Go
Knowing when to keep pushing and when to let the work go is part of creative judgment. The challenge is making sure the extra effort still serves the audience, the client, and the job the work needs to do.
Thinking
•
Be Water, My Friend
How Bruce Lee’s philosophy shapes my approach to creative work, leading a team, and staying open to a better way.
Thinking
•
Trust Is Part of the Creative Process
Creative trust isn’t about avoiding disagreement. It’s about creating enough confidence that people can challenge ideas, make decisions, and keep the work moving without getting defensive.
Thinking
•
How should creative teams use AI without sacrificing creative judgment?
AI can generate more creative options than ever. The harder – and increasingly more valuable – part is knowing which ones are actually worth pursuing.
Thinking
•
We Are All Describing a Different Part of the Elephant
The strongest creative work comes from combining perspectives across disciplines – and creating enough trust for people to share what they actually see.
Work
•
Chromatic Sleeves: Color in Motion
A monochromatic motion study for Targus laptop sleeves, using color, lighting, and subtle movement to turn a simple product showcase into a more distinctive brand moment.
Thinking
•
AI Scales Possibilities. Creative Direction Determines Which Ones Matter.
AI can generate more options faster, but creative direction turns that abundance into focused, ownable work through judgment, taste, and clear systems.
Work
•
More with Less
Smaller teams, tighter budgets, and the same expectations for quality. A look at the hands-on creative work behind AI-assisted campaign imagery for Targus.
Work
•
Fruit Forward: A Little Summer, Year-Round
A beverage concept built around one simple idea: make it feel like summer. Identity, custom illustration, packaging, and campaign thinking developed as one cohesive visual system.
Work
•
EcoSmart: Building an Identity That Could Work Everywhere
The EcoSmart logo redesign started with a simple mark, but the real challenge was building an identity that could hold together across products, packaging, digital, retail, and materials.
Work
•
From Coffee to Cocktails
Creative direction for Targus’ Newport Collection – building a lifestyle campaign designed to move naturally from the workday into the evening.
Work
•
Work Reimagined: A Case Study Built Like a Trailer
A 16-second motion piece designed to turn a campaign case study into something people would stop and watch.
Thinking
•
The Most Underrated Creative Skill Isn't Talent
A story from Frank Miller about criticism, persistence, and why creative growth comes from showing up again.
Thinking
•
Let it Go
Knowing when to keep pushing and when to let the work go is part of creative judgment. The challenge is making sure the extra effort still serves the audience, the client, and the job the work needs to do.
Work
•
More with Less
Smaller teams, tighter budgets, and the same expectations for quality. A look at the hands-on creative work behind AI-assisted campaign imagery for Targus.
Thinking
•
Be Water, My Friend
How Bruce Lee’s philosophy shapes my approach to creative work, leading a team, and staying open to a better way.
Work
•
Fruit Forward: A Little Summer, Year-Round
A beverage concept built around one simple idea: make it feel like summer. Identity, custom illustration, packaging, and campaign thinking developed as one cohesive visual system.
Thinking
•
Trust Is Part of the Creative Process
Creative trust isn’t about avoiding disagreement. It’s about creating enough confidence that people can challenge ideas, make decisions, and keep the work moving without getting defensive.
Work
•
EcoSmart: Building an Identity That Could Work Everywhere
The EcoSmart logo redesign started with a simple mark, but the real challenge was building an identity that could hold together across products, packaging, digital, retail, and materials.
Thinking
•
How should creative teams use AI without sacrificing creative judgment?
AI can generate more creative options than ever. The harder – and increasingly more valuable – part is knowing which ones are actually worth pursuing.
Work
•
From Coffee to Cocktails
Creative direction for Targus’ Newport Collection – building a lifestyle campaign designed to move naturally from the workday into the evening.
Thinking
•
We Are All Describing a Different Part of the Elephant
The strongest creative work comes from combining perspectives across disciplines – and creating enough trust for people to share what they actually see.
Work
•
Work Reimagined: A Case Study Built Like a Trailer
A 16-second motion piece designed to turn a campaign case study into something people would stop and watch.
Work
•
Chromatic Sleeves: Color in Motion
A monochromatic motion study for Targus laptop sleeves, using color, lighting, and subtle movement to turn a simple product showcase into a more distinctive brand moment.
Thinking
•
The Most Underrated Creative Skill Isn't Talent
A story from Frank Miller about criticism, persistence, and why creative growth comes from showing up again.
Thinking
•
AI Scales Possibilities. Creative Direction Determines Which Ones Matter.
AI can generate more options faster, but creative direction turns that abundance into focused, ownable work through judgment, taste, and clear systems.
Thanks for looking. Stay in touch.