To celebrate Timberland's 50th Anniversary, I developed the strategic narrative and led the creative direction for Color Blast, reimagining the Original Boot as a canvas for creativity and self-expression. Anchored by the platform This Is Not a Boot. This Is Your Canvas., the campaign transformed an iconic product into a cultural expression through artist collaborations, immersive storytelling, and a globally scalable creative system.

Partnering with artists, cross-functional teams, and creative collaborators, I led the creative vision across storytelling, retail, digital, and experiential activations, transforming an iconic product into a broader cultural expression of the brand.

SUPERFEET | RUN PACER ELITE™

Through Hovers Over Water™, my team and I partnered with Superfeet to define and launch Run Pacer Elite, the brand's first elite racing insole. From strategic positioning and creative concept through campaign development, launch strategy, athlete seeding, retail, digital, PR, content production, and experiential activation, we built an integrated launch platform that transformed technical innovation into a compelling performance narrative and established the foundation for a new franchise.

For Spring/Summer 2025, I started with creating the concept, then led the strategy and creative direction for Timberland North America's From The Boots Up campaign. The platform unified lifestyle and workwear under one cohesive narrative, anchored by the headline Crafted For Confidence, positioning Timberland's products as the foundation for confidence in every environment and every condition.

Through my own agency, my team and I developed the concept and led the creative direction for adidas' UltraBoost 20 Space Race campaign, translating the product's innovation into an immersive flagship experience and scalable retail system across DTC environments.

GOODBYE GRAVITY.

Through my own agency, I developed the product identity, narrative, creative direction, and launch toolkit for Supra's newest lifestyle footwear franchise, STATIK. The work included brand positioning, creative copy, motion graphics, digital content, and a scalable creative system designed to support the product from launch through market.

Timberland Brand Voice Campaign
BUILT FOR THE BOLD™

In partnership with our CMO, executive leadership and agency collaborators, I developed the strategic narrative and creative platform for Built For The Bold™, Timberland's global brand voice campaign designed to redefine what it means to be bold. Rooted in getting sh*t done, the platform challenged outdated stereotypes while establishing a new creative direction for the brand.

Structured across four phases, Tease, Launch, Localize, and Product Storytelling, the campaign celebrated adventurous doers from global icons to local heroes. A combination of anthem films and hyperlocal content created a scalable creative system that established a new North Star for Timberland's evolving brand voice.

Featuring:
Mary J. Blige, Biggie, Roc Marciano, IDK, Arlo Parks

Nike Men's Training lacked a distinct voice. My team and I developed Just Don't Quit, a strategic platform built around the discipline, resilience, and unseen work that define every athlete's journey.

Rather than celebrating victory, the campaign focused on the breaking point, the moments of doubt, struggle, and persistence that ultimately define greatness.

Great achievements are made by pushing through the breaking point.

Just Don't Quit.

Vans x Timberland
Concept: Meet in the Middle

In partnership with executive leaders at Vans and with the support of energy marketing, I developed Meet in the Middle, the creative platform for the Vans × Timberland collaboration, built around the convergence of two iconic footwear silhouettes and the cultures they helped define. The campaign celebrated the meeting point between skateboarding and the outdoors, culminating in a launch experience set in Lincoln, Nebraska, the geographic midpoint between both brands' headquarters.

Through my own agency, my team and I created the concept and led the creative development of adidas Running's LIGHTSTRIKE Challenge, an immersive brand activation created to launch the SL20 and demonstrate its speed-first performance positioning. Brought to life through a large-scale interactive gaming experience inside adidas' NYC flagship, the activation transformed product trial into memorable brand engagement.

Total Brand Overhaul for REVERE

REVERE tapped me and my team at Hovers Over Water™ to lead a complete overhaul of their brand—from foundational strategy to visual execution. As an event experience company rooted in storytelling through live events, design, and digital production, REVERE needed a brand as bold and unforgettable as the moments they create.

We defined their brand narrative, mission, vision, tone of voice, and archetype, then brought it all to life through a striking new visual identity system.

In addition, we developed comprehensive photography and video guidelines, along with a robust social media and digital content strategy to ensure cohesion and impact across every platform.

The result: a fearless, fully integrated brand experience designed to inspire awe, ignite possibility, and deliver a resounding “fuck yes” at every touchpoint.

Branding, identity, copy and content creation for Red Bull Conquest… The Greatest E-Sports Gaming Battle in the Nation!

In early 2018, RedBull announced a series of E-Sports events called Red Bull Conquest. The campaign challenged local market participants to “rise, rally, and conquer” their opponents to reach the national finals. The new content supported a digital campaign, event production and merchandise. The success of the brand and events compelled Red Bull to continue the series annually.

To celebrate the 50th Anniversary of the Original Timberland® Boot, I partnered on the creative vision for This Is Not a Boot: The Story of an Icon, a documentary chronicling its evolution from rugged workwear essential to global cultural symbol.

Told through the voices of artists, designers, musicians, and cultural pioneers who helped shape its legacy, the film celebrates the communities that transformed an iconic product into a lasting symbol of creativity, craftsmanship, and self-expression.

Directed by Tom Gould.
Media Partner: Highsnobiety.

Conceptual direction, graphic design and illustrations for various apparel/FTWR collections and categories including NSW, Nike Running’s Air Zoom Pegasus & React Infinity, Nike Yoga, Nike By You (Global Retail), Footlocker & Men’s Training.

Adidas Originals ZX 2K BOOST seeding kit. Minimal by design this ‘Premium Artifact’ concept represents a look from the past - resurrected in the future present tense. This custom engineered box offers a truly unique unveiling and comes adorned in it’s own retro space-tech reusable carrying case.

Transcend the past. Progress forward.

____

WELCOME TO THE FUTURE.
Since it’s launch in 1984, the ZX series has always represented progress by pushing the boundaries of footwear design and technology. Taking inspiration from the 1987 ZX 710 OG, the ZX 2K BOOST remains at the forefront of progression. Fusing iconic design elements with advanced technology, the ZX 2K BOOST reinvents the running-inspired sneaker to provide unprecedented comfort and wearability.

Responsible for the creation of overall concept, graphic tool-kit, all digital assets and 2 custom packaging kits for influencer/athlete product seeding. Featured in this campaign are two super star athletes:

-MLB’s Alex Bregman

-NHL’s PK Subban

Creative Direction, story development and product identity for Supra™ Footwear. New product launch for Instagate™ - Raised On Concrete.

I had the honor of concepting, organizing and directing a custom mural for Adidas in NYC's Times Square! I collaborated with Rich Tu to help bring this project to life.

PHASE01: Concept, creative direction and campaign narrative development

PHASE_02: Product and asset creation inclusive of product photography, head-toe-toe (on-model) key looks, motion graphics, animations, social content creation, final tool-kit development.

THE OBJECTIVE WAS TO DEFINE THE NIKE TRAINING ATHLETE AND CREAT ASSETS THAT WERE BOLD, ICONIC AND SPEAK DIRECTLY TO THAT CONSUMER AND HIS TRAINING MENTALITY. THIS WAS A PROJECT SPANNING ACROSS BRAND, APPAREL AND FOOTWEAR. IT ALSO BECAME A PLATFORM TO RE-LAUNCH THE METCON THROUGH NIKE ID.

BRAND: Adidas

STORY: The Adidas limited edition UltraBoost has been dubbed 'Cookies & Cream' across all social media by sneaker heads and Adi fans alike. 

BRIEF: Create an unexpected seeding kit that represents the footwear story and delivers a unique experience to the target consumer. 

ROLE: Creative direction, design and execution from concept to completion including all campaign key visuals and box engineering. 

Kit elements include:
•Custom 'Milk Carton' shoe box
•Adidas UltrBoost footwear
•Custom Adidas Cookies
•Dunking Mug
•Stickers
•Adidas socks

Launch campaign for the Adidas NCAA A1 College Uniforms. Responsible for creative direction and concepts for video and photography through to motion graphics and kinetic typography.

Adidas Running is the official performance apparel and footwear sponsor for one of the most iconic running event in history, The Boston Marathon. 

This concept wasn’t built around a headline or a heavy narrative. It was built around a feeling. A sort of calm before the storm. A subtle shift that mirrors the moment before the race begins, offering a sense of optimism through color.

The visual system is intentionally clean and minimal, using a blue-to-yellow gradient and simple branding. A subtle approach meant to function more as a lookbook than a traditional athlete-in-motion capture.

The bold fields of color are designed to evoke a certain sense of energy, alluding to both the early morning miles and the sunset strides.

There's nothing more inspiring than when a powerful brand gives back to the community. I am proud to say I cofounded, organized and contributed to the Nike Graphic Studio Art Show series - an ongoing project focussed on raising money for charities such as The Girl Effect, Japan Tsunami Relief, Children’s Healing Art Project (CHAP) and Make A Wish Foundation.