Campaign worlds
Overview
Great brands are more than logos. They're worlds people immediately recognize. Throughout my career, I've helped define those worlds across campaigns, seasonal launches, retail experiences, product storytelling, and digital ecosystems.
Clients
Multiple
Role
Creative Direction, Art Direction, Design
Year
22'-26'
// Subaru: subiecrew
SubieCrew began as an idea to strengthen the connection between Subaru owners beyond the road. With little existing brand equity to build from, we developed the identity from the ground up, creating a visual language for a community centered around adventure, volunteerism, and shared experiences. Featured here are early brand explorations alongside the final identity brought to life in motion.
// MOODBOARD EXPLORATION
Before building the identity, we had to define the world it lived in. I led the early creative exploration, shaping the visual language through moodboards, references, and design direction that ultimately became the foundation of SubieCrew.
// THE STYLEGUIDE
Once the visual language was established, we translated it into a flexible brand system with clear guidelines for typography, color, imagery, and application across every touchpoint.
// MTN DEW: TASTE THE THRILL
Taste the Thrill was a 30-second broadcast spot designed to transform the energy of Mountain Dew into a cinematic visual experience. Partnering with a 3D animation team to storyboard the narrative from concept through execution, helping shape the pacing, camera language, and key visual moments. The final spot combined practical videography with CG animation to achieve a more authentic sense of motion, texture, and product realism.
// concept development
Before we could define the visuals, we needed a concept that captured what MTN DEW feels like.
I developed the creative direction around the rush of that first sip, translating the brand's bold energy into a visual language that became Taste the Thrill.
// DEFINING THE VISUAL LANGUAGE
The campaign began with a simple idea: capture the sensory rush of MTN DEW's first sip. I developed the creative direction and visual language that became the foundation for Taste the Thrill.
// Pepsi electric
To introduce Pepsi Electric, we developed a series of short animated spots designed to capture the bold personality of the new flavor before a single sip. I led storyboarding and visual exploration, working closely with animation to create a rhythm that felt energetic, playful, and unmistakably Pepsi.
// PEPSICO & THE BATMAN
To celebrate the release of The Batman, we developed a cross-brand visual campaign that brought the atmosphere of Gotham City to multiple PepsiCo products. I designed custom packaging for Mountain Dew, Starry, and bubly, along with the Frost Berry identity, creating a visual language that balanced the dark, cinematic world of Batman with each brand's unique personality. The campaign extended beyond packaging into key visuals, social concepts, and theatrical activations, exploring how the collaboration could come to life across every touchpoint.
// HUK: ICOn X
To launch the ICON X performance fishing shirt, we developed a visual identity that elevated the product through bold photography, dynamic composition, and a premium outdoor aesthetic. I led the art direction and key visual development, establishing a look and feel that extended from campaign imagery into the digital shopping experience. The result was a cohesive product story designed to capture attention while reflecting HUK's performance-driven brand.
// Nike golf app
