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Creative Direction

Vibes are the surface. Systems make them last.

Brand

Brand is identity.

But identity without direction is just decoration.

A young man with tattoos on his arms and legs stands with hands on hips in front of a wall covered in green vines and orange flowers. He is wearing a beige t-shirt, white shorts, white socks, and brown loafers, with a beige sweater draped over his shoulders. There is graffiti on the wall behind him and a water jug on the ground to the left.

Voice

Copy should sound like a person wrote it. Specifically: a person you want to keep listening to. Not a tagline generator. Not a press release. A person.

Media

I cast real people. The interesting ones. Then I build the campaign around what makes them interesting.

E-commerce as editorial. Participation as product. The brief is always: make it feel like something.

A group of ten people dressed in white clothing posing in a bright, minimally decorated room with peeling paint walls and a window.
A young man with long hair standing in a desert landscape with mountains and sparse vegetation under a partly cloudy sky.
A young woman with braided hair sitting among green plants in a rural landscape with hills and a blue sky with scattered clouds.
A young man in a white outfit walking on a concrete parking lot near a beach, with large numbered structures and a person in the background.
A person standing on a beach near the water, with overcast sky in the background.
A man and woman standing close together in a lush, green indoor garden, both wearing green shirts and have dark jackets draped over their shoulders.
Four people posing on a tennis court, smiling and dressed casually, with a chain-link fence and a building with large letters in the background.
A man with dark hair, beard, and mustache stands with arms crossed on a cobblestone street in front of a building with a large pink flowering bush. He is dressed in a beige jacket, beige shirt, beige sweatpants, and brown shoes.
A woman with dark hair wearing a cream sweater with a gray collar detail over a white shirt and cream pants, standing against a plain beige background.
Two young men sitting on a boat by the water, wearing black sweaters and white pants, with a cityscape in the background.
A young man and woman sitting on grass in front of a park monument with a statue of a mounted soldier and a sculpture of a figure with wings, surrounded by trees and tall buildings, on a sunny day.
A man with a beard and curly hair sitting on stairs outdoors, wearing a cream-colored long-sleeve shirt and tan pants, with large dark green and purple-leafed plants behind him.
Three people standing on cobblestone street in front of colorful houses with painted walls and small windows. The sky is clear and sunny.
A woman with long, wavy dark hair sits on a wooden stool in a room with peeling paint walls, a large open window with greenery outside, and a tilted mirror leaning against the wall.
A man and a woman sitting at an outdoor cafe table, with drinks and desserts, outside a restaurant named Tabac, seen through a glass window.
A young man and woman sit on a boat near a body of water, with houses and a clear sky in the background.
A man and a woman sit on the back of a red pickup truck parked on a cobblestone street, with green trees and parked cars in the background.
A man with long dark hair and a beard wearing sunglasses, a white shirt, and dark pants, holding a jacket and a white bag standing on a cobblestone street with graffiti on a pink wall behind him.
A young man standing in front of a shop filled with colorful rugs and antique items.
Two young men in blue tank tops and shorts walking together outdoors, with one putting his arm around the other's shoulder. They are on a paved street near a grassy area, with white houses and the ocean visible in the background under a clear blue sk
Three women in a factory or warehouse setting, with one sitting on a large, sandbag-like wrapped object, another standing on it, and the third standing nearby. The setting has industrial walls, tables with fabric or similar materials, and various equ
A herd of alpacas on a dirt plain with mountains and blue sky in the background.
A man sitting on wooden pallets inside a warehouse surrounded by industrial shelving, ladder, and bags of materials.
Person sitting on a dock with feet dipped into the water, overlooking a large body of water with distant land in the background.
A man walking through a vineyard on a sunny day, holding a pile of clothes in his arm, with rows of grapevines and a clear blue sky in the background.
A woman sitting on a bench next to a man standing beside her with hand on her shoulder, both wearing gray jackets in a room with large green plant and white walls.
A group of diverse young adults sitting at a long dining table with plates, glasses, and bottles, in a room with peeling paint on the walls and an open window.
A young man with tattoos on his arm sitting outdoors on rocks under a clear blue sky, wearing a white sleeveless shirt and shorts, looking at the camera with a relaxed expression.
Young man with dark skin and a shaved head wearing a blue shirt and matching blue pants, standing against a plain off-white background.
Hand holding a pizza with cheese and toppings, on a white table with glasses, utensils, and a paper napkin.
A woman standing on the street with her hand on her forehead, wearing a light-colored shirt and baggy jeans. In the background, there is a street vendor stand with various items for sale and other people browsing.
The word "VENICE" spelled out with large vintage lightbulb marquee letters hanging on wire against a cloudy sky.
A shirtless man in blue patterned swim trunks stands in shallow ocean water holding a surfboard, facing towards the beach with cliffs in the background.
Two people wearing beige hoodies and sweatpants standing barefoot on a sandy beach near the ocean, with the sky and waves in the background.