I'm a Creative Director and leader based in Northern California with 10+ years building brands that earn belonging — not just attention.
About
I think the best brands don't sell products, they sell identity. And identity only sticks when the work feels raw, real, and lived in — the kind people recognize because it reflects how they actually want to live. I came up through photography. Moved into design, then art direction, then creative leadership. Currently at ROKA, a performance lifestyle eyewear brand.
Outside of work: surfing, cycling, running, being a dad, and buying stuff I really don't need.
how i work
Start with what’s true
The best campaigns are discovered, not invented. I spend more time with the product, the customer, and the people who built the brand than I do in front of a mood board. Truth is the brief.
Shoot like a photographer
I came up behind the camera. That taught me the difference between a moment that’s alive and one that’s staged, and I’ll fight for the former every time. Real people don’t perform. They just are.
Build systems, not one-offs
A campaign is one thing. A brand that can produce great work consistently — with a team, at scale, across channels — is another. I build the scaffolding that makes that possible.