I started by accident. There was a poster for a fashion show my freshman year and I thought - I can do that. I bought a sewing machine at Target, didn’t eat for three days, and made a few skirts. I felt like Coco Chanel.

It was the first time I forgot I was supposed to be doing something else. I transferred to the Academy of Art in San Francisco and stopped calling it school.

Now I do this for brands. I figure out what they actually stand for, then build the thing that makes people feel it. My work sits somewhere between brand, content, and behavior - less about what people see, more about how they engage. I’m interested in turning ideas into systems people participate in.

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Eric Jonas is a Brand Director and Creative Strategist based in Los Angeles. He’s spent 10+ years working across fashion, lifestyle, and mission-driven brands. He also once put a sign on a freeway overpass to get a date, which generated 2 million impressions in 48 hours. Both things are part of the same practice.