As part of Timberland’s 50th Anniversary strategy, I led the launch of the Color Blast campaign, a bold reimagining of the Original Boot in vibrant colors. Framed under the narrative ‘This Is Not a Boot, This Is Your Canvas,’ the campaign championed self-expression and creativity, positioning the boot as a canvas for artistic exploration. To amplify this, we collaborated with global illustrators, whose vibrant designs reinforced the theme of personal expression.

Timberland Brand Voice Campaign:
BUILT FOR THE BOLD™
This campaign redefined and reinvents what it means to be bold, breaking stereotypes and setting a new tone for Timberland—rooted in getting sh*t done. Executed in four phases—(1)Tease, (2)Launch, (3)Localize, (4)Product Storytelling—the campaign celebrated adventurous doers from all walks of life, from global icons to local heroes. A mix of high-impact anthems and hyperlocal digital content established a new North Star for the brand’s future.

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

Concept, creative direction and design of the NYC Flagship Brand Experience and all DTC retail environments for the Adidas UltraBoost Space Race Campaign.

GOODBYE GRAVITY.

Product identity, creative direction and tool-kit development for Supra’s newest lifestyle footwear franchise, THE STATIK. Includes creative copy, product narrative and tagline as well as motion graphics and all digital content.

For Spring/Summer 2025, I led the creative direction and strategy for Timberland’s North America campaign, ‘From The Boots Up.’ This initiative unified lifestyle and workwear under a cohesive narrative, anchored by the headline ‘Crafted For Confidence.’ The campaign highlighted Timberland’s craftsmanship and weather-ready style, positioning its products as the foundation of confidence in any environment and any condition.

Concept:
MEET IN THE MIDDLE
Vans x Timberland

Two of the most iconic footwear brands are coming together and we are converging their most iconic silhouettes together. The Vans Half Cab and the Timberland 6-Inch Boot. To celebrate Vans and Timberland are meeting in the middle. And what better place to launch it than finding the exact middle ground between the two brands headquarters – Lincoln, Nebraska.

Creative Director developing and overseeing the launch of the Adidas SL20 - Faster Than campaign activation and immersive brand experience. This was brought to life through the bespoke creation of a large-scale, interactive gaming concept, dubbed the LIGHTSTRIKE CHALLENGE, where guests put the SL20 cross-trainer to the test at the NYC Adidas flagship.

THIS IS NOT A BOOT: THE STORY OF AN ICON

In celebration of The Original Timberland Boot’s 50th anniversary, this documentary chronicles the silhouette’s rise from its rugged beginnings to bonafide streetwear staple—all from the perspective of cultural titans who witnessed and helped shape it.

For decades, the Original Timberland® Boot has proven to be a timeless staple of style and culture; built to embrace and empower communities from construction to creativity, from hip-hop to homebuilding, from fashion to fine art.

In celebration of its 50th anniversary, we’re telling the story of the Original Timberland® Boot through the lens and voices of the communities that made it an icon across the world. Visually led by a diverse team of artists - Tom Gould, Zoë Simone-Yi, and Lelani Foster - the documentary recounts stories of the boot’s humble beginnings as a construction work boot to its bold adoption across the hip-hop community and global movements such as the Milan Paninari. It is what could be called a love letter to the boot’s rich history, featuring interviews from Jeff Staple, Bircide, Angie Martinez, Thirstin Howell III, and many other changemakers and cultural icons.

Directed by Tom Gould.
Media Partner: High Snobiety

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.

Brand: Nike

Category: Men's Training

Problem: How do we define a culture that has no specific sport? How do we create a distinct voice that speaks to our athletes?

Solution: We proclaim that the road to all sports is through training. We focus on the athlete in the off-season, outside of the spotlight. We go deep into the moments of building discipline through hard work and struggle. The unsung moments spent busting his ass to get better, to improve, to overcome the odds and to break the mold. We focus on the moments when all athletes feel the urge to give up… Then we say, don’t quit! Just do it. 



Great achievements are made by pushing through that breaking point. 



Just Don’t Quit.

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.

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.

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.

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.

BRAND: Adidas

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

BRIEF: Create a digital lookbook for the 2018 Adidas Running collection which also includes official Boston Marathon Association (BAA) apparel. 

ROLE: Responsible for the creative direction and execution of both the photoshoot and design layout.

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.