**A multidisciplinary creative turning brand marketing into consumer magic
(CREATIVE DIRECTOR)
JORDAN
‘COVERSHOT’_SERIES
An exercise in athlete-centric content, supplemented by product.Content was used across social, web and PR.
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Developed creative that would present athletes in a premium environment without an editorial budget or giant setbuild.
Instead, creative involved leveraging light, unique shotlists, and design elements to tell a complete story.
Crucial to this series was leaning into, and being familiar with, trending photographers and treatments so that the content felt elevated
TOOLS
Deck Building
Leveraging Trends
Creative Strategizing + Innovation
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Led the Cover Shot series from start to finish by guiding our production team and problem solving during the pre-production phase.
On set my main role is directing and working with our DP + Photographers to ensure a beautiful, seamless capture.
TOOLS
Directing
Production Strategy
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Directed every ‘Cover Shot’ from start to finish, working with our DP to employ a wide array of focal lengths, angles, and motion-centric shots.
Worked with the athletes on-set directing their motions, emotions, and poses to give our team the maximum potential in post.
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Worked with our post teams providing direction for everything from color grade to photo treatments to video cadence.
Managed workback schedules making sure they were client friendly and deadlines were met on both sides.
Helped solidify direction on story layouts, design elements, and how many assets each post should include.
TOOLS
Treatment Plan
Timeline Management
Design
Post-Lead
ADIDAS
NAM_‘GAMETIME’
Utilizing brand assets to create an Adidas anthem speaking to athletes, the culture, and what it means to be part of the three stripes.
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Led ideation on a narrative piece that would inspire from an Adidas lens and highlight the achievements of their athletes and the company.
Fierce tones, poppy imagery, and dynamic effects were pitched to make the film feel heavy and keep the audience engaged.
TOOLS
Deck Building
Brand Reference Utilization
Tone/Voice Setting
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Wrote the script and worked alongside a copywriter to refine it while including subtle brand references, uplifting tones, and the “It’s Game Time” tagline.
Scouted voice actors and reads until finding talent that synced with the script.
TOOLS
Scriptwriting
Voice Talent Scouting
Sound/Music Direction
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Managed our post-production team by cataloging brand assets, designing a video timeline with clear guidance on where assets should go, and worked with an AE specialist to add dynamic elements.
TOOLS
Post-Production
After Effects
OMORPHO
‘TRAIN ANYWHERE’
Create content with athletes highlighting the beneficial features of Omorpho’s signature product ‘The G-Vest’. Output on Hulu, digital, and social.
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Employ the use of signature athletes and unknown athletes to flex the design appeal of the ‘G-Vest’ as well as the benfits during any workout.
Instead of presenting typical workouts we pitched alternative scenarios where using the vest would be simple and effective and captured it all.
TOOLS
Broadcast Strategy
Rollout Plan
Athlete Pitch Deck
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On set directed worked with the team to identify unique shots and angles for each capture. Worked to capture motion that felt authentic, dynamic, and powerful.
TOOLS
Directing
Talent Direction
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Managed our post-production team working with a producer and two editors to ensure healthy timelines and video/photo treatments that felt ownable in the fitness space and true to the ‘Omorpho’ brand guidelines.
TOOLS
Treatment Plan
Timeline Management
Post-Lead
JORDAN
LUKA_CARS+Q’s
Taking B-Roll footage and starting a mini-series that helps illuminate Luka as an athlete and off-court personality. Social specific output across TikTok and Instagram Reels.
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TikTok content is engaged with differently than other outputs and the goal was to leverage that insight.
Rather than a standard interview the idea was to employ sound effects, dynamic zooms, and quick cuts to help audiences stay focused and potentially share the content.
TOOLS
Audience Insights
Content Trends
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Curating an editor understanding of the social space was key in making the series snackable and lighthearted.
TOOLS
Adobe Premier
Workback Schedule Management
JORDAN
HOLIDAY_COLLECTION
Bringing the warmth of the Holidays into a brand setting via product and friendly faces. Assets lived on the Jordan front page for the duration of the season.
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Worked to take abstract ideation, and turn it into a solid editorial direction with a concrete plan for execution.
Premium materials from background to furniture were leveraged to accompany an already premium product.
TOOLS
Set Direction
Photographer Reccomendation
Creative Conception for Mood + Posing
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Procured contractors and managed teams for every piece of the production process.
Lighting, gaffing, stylists, models, MUAH, etc. were all scouted, pitched to the brand, and then onboarded after brand approval.
TOOLS
Talent Scouting
Team Management
Creative Onboarding
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Presented photo treatment options and oversaw said treatment as well as heavy retouching notes before web go-live.
TOOLS
Retouching
Color Direction
Design Elements
JORDAN
JT1_‘BLUEPRINT’
Creative concepting around digital output for the Jayson Tatum JT1 ‘Blueprint’ supported with photography and design.
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The JT1 ‘Blueprint’ was inspired by Jayson’s life and needed to be presented visually to understand the shoe’s design.
Instead of creating simple PDP imagery we took it to the next level by showing Jayson’s life events in blueprint-like illustrations. These illustrations were then integrated into the photos we took along with other VC.
TOOLS
Visual References
Artist Procurement
Deck Building
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Photos were taken of each shoe and passed off to the colorist/retoucher.
The designer was presented with story inspiration for each of Jayson’s mini-stories and through rounds of feedback created designs that ended up living as stickers over the assets.
TOOLS
Design Oversight
Project Management
Photo Production
