In Rainbow Order
As Creative Director at Function of Beauty, I spearheaded three years of innovation for this internet-native beauty-tech brand, influencing product development, packaging, campaigns, social media strategy, brand evolution, emails, and paid media.
—creative direction, design, branding
Spotify RADAR: Meet Sexyy Red
Performance, interview, and content video series featuring Sexyy Red.
—art direction
Meg Movement
Transforming the neglected pile of laundry into a sentient being, our team conceptualized and produced a modern dance-inspired paid ad campaign.
—art direction, directing, VFX
A Most Intriguing Lady
A whimsical social video series promoting Sarah Ferguson's historical romance novels. Part of The Duchess's 2023 rebrand, it marries her new vibe with eccentric, charming concepts.
—creative direction
Thanks, it has pockets.
Meg’s clothes empower their customers with functional fashion. Not a dress without pockets—ensuring a balance of style and utility. Our social campaign blends fashion with movement to demonstrate utility.
—creative direction, vfx
The Internet Can’t Stop Talking About…
Function of Beauty's first broadcast TV spot, “The Buzz”, creatively leverages real customer testimonials, combining live action and animation in familiar social formats. Dive into the exciting, viral world of friends raving about hair care in real-time.
—creative direction
Memes as Marketing
From social platforms to subway platforms, Function of Beauty's MTA brand awareness campaign reimagined internet-native concepts to resonate with New Yorkers.
—creative direction, design, copywriting
Amazon Halo x T Brand Studio
T Brand Studio partnered with Amazon Halo for Movement Health, an editorial on body mechanics, spotlighting the Halo wristband.
—directing
Content and Partnerships
As a content creator, I occasionally engage in brand partnerships. Here, you'll find a compilation of collaborative content, partnerships, and explorations.
—content creation
We Are Goat People
For Naadam's sustainable cashmere broadcast spot, our team embarked on an unconventional storytelling journey to change the rhetoric around cashmere.
—executive creative direction
Just Cavalli
I created a visually captivating social media campaign in collaboration with Just Cavalli for the Xena sneaker launch, utilizing replication and surrealism to generate attention-grabbing video loops that begged a second look.
—creative direction, editing, vfx
#goodhairlife
Function of Beauty's creative evolution went beyond digital, embracing life phases in a paid social campaign. Women share milestone moments, highlighting essential hair care values across generational boundaries.
—creative direction
Andie Beach
Andie Beach, Andie Swim’s first broadcast spot, transports a hero from her bedroom to a wedgie-free paradise, highlighting comfort and fit.
—executive creative direction, directing
Music Videos
My music videos, born as informal projects for friends, have evolved into social media-centric short-form content, capturing the evolution of my directorial exploration.
—creative direction, directing, production, editing, vfx
Get This Look Without Leaving Home!
GTLW/OLH is a fashion editorial project about styling your hair with items from around your house, like a vacuum or lint rollers.
—art direction, props styling
Balcoltra Cycling Class
In birth control messaging, clarity and amplification are crucial. Our Balcoltra campaign combines facts with humor, featuring a lively instructor who seamlessly weaves the telehealth service narrative into her workout class.
—executive creative direction
Hoop Nose Ring Music Video
"Hoop Nose Ring" explores color, gestural animation, and the human body. This no-budget passion project thrives with a grassroots, mostly-female production crew, embodying free creative agency and self-validation in NYC's diverse community.
—creative direction, directing, production
Exponents Brand Refresh
Revitalizing Exponents, a pioneering non-profit aiding those affected by substance abuse, HIV/AIDS, and incarceration. My redesign embodies the organization's vibrancy, diversity, and joy, mirroring the positive impact experienced in their transformative community programs.
—branding, design