CREATIVE DIRECTION

I craft campaigns that tell clear, cohesive stories—visually, emotionally, and strategically. From art direction to messaging, every detail is intentional, creating experiences that not only communicate a brand’s story but invite people to experience it as a feeling

Ansea

I was commissioned to create a surf brand for women—but I set out to build something deeper. The vision expanded beyond surf to embrace all women who feel at home near the water—those who move with it, listen to it, and draw strength from its rhythm.

To bring this to life, we shot the campaign both on the water and in the city—highlighting not just the versatility of the brand, but the women it was made for. The soundtrack, a custom piano composition, was sophisticated yet fluid—echoing the balance of strength and ease at the heart of the brand.

CALYPSO

I had the great pleasure of reviving the beloved Calypso brand, reimagining it through the essence of islegance—a blend of island living and effortless elegance. The campaign embraced the strong, radiant beauty of nature and the women who thrive in it—sun-soaked, windblown, and free. We captured her in bright west coast light, at ease in her skin and surroundings, supported by a soundscape of nature that underscored the sensory richness of the world she inhabits. It was a love letter to the elements—and to the woman who feels most alive in them.

Frangipani Dawn

In collaboration with one of the most talented noses in the business, we created Frangipani Dawn—a fragrance that felt right at home in the Ansea world. Inspired by surfing at sunrise in Bali, it captures the calm, clarity, and quiet joy of early morning waves. The campaign was shot in warm, golden light with strong morning shadows—mirroring the scent’s notes of lemongrass, frangipani, coconut milk, and driftwood, and evoking the feeling of a new day just beginning.

LORICK

For Lorick Fall 2009, I drew inspiration from La Mariée Était en Noir and the moody elegance of French noir cinema. The campaign explored the theatrical beauty found in shadow—where every gesture felt like a scene and every silhouette told a story. With rich, dark tones and cinematic styling, it was a celebration of contrast: softness and structure, mystery and refinement. An invitation to embrace the beauty in darkness.