Approach
An idea first.
Then the frames.
I’m an art director and designer. Every project starts with one sentence about the brand. Then I make the pictures, words and motion that prove it, and the rules that keep it consistent after I hand it over.
Campaigns · Identity · Editorial · Film · AI-assisted productionFrom brief
to rollout.
The steps stay the same whether the job is a single poster or a full campaign. Most of the thinking happens in the first three. Most of the hours go into the last two.
Listen.
The business goal, the audience, and what already exists. I read the brand’s own words before writing any of mine.
Find the insight.
One true thing about the brand or its people. For a wine bar with no written list: the bartender’s question is the menu.
One idea, one line.
A campaign line everything hangs from, like “Choose an adjective.” If it doesn’t fit on a sticker, it isn’t ready.
Make it real.
Key visual, film, editorial series and copy, directed as one system with one palette, one typeface and one point of view.
Roll it out.
Every format the idea needs, plus what stays fixed and what can change, so the next season still looks like the same brand.
Ways to
work together.
As an art director inside a team, or as a freelance partner for a launch. Each of these exists as finished work on this site.
Campaign concepts and art direction
Insight, line, key visual and rollout. See the 30 campaign concepts.
Brand identity and packaging
Wordmarks, color, type and the packaging that carries them. See the brand studies.
Editorial and photo direction
Shoot concepts, casting and styling notes, shot lists, and a series that reads as one morning, one place, one mood.
Motion and short film
Reels, product reveals, stop-motion-style spots and type in motion. See the three reels.
AI-assisted production
Fast, consistent stills and footage from generative models, directed and finished by hand. Useful when a shoot isn’t possible yet.
Pitch decks and presentations
Treatments, moodboards and decks that sell an idea before anything is made.
What’s mine.
What’s generated.
Said once, plainly.
Much of the imagery on this site is made with generative models from fal.ai, including nano-banana for stills, minimax for video, Stable Audio for sound and Topaz for upscaling. The models make pixels. The decisions are mine.
I write the brief and the rules, AI agents build (Claude writes the code, image models on fal make stills and clips), and I check the work and sign off.
The agents that build my pages, animations and layouts read a short set of studio rules first: two inks, type first, no faces, three directions and a pick. Read the rules my agents follow →
Mine, by hand
- The brief, the insight and the idea
- Every line of copy
- Art direction, prompts and references
- Choosing, rejecting and re-running frames
- Typography, layout and color
- Editing, timing, grading and sound
Generated, then directed
- Photographic stills and editorial series
- Footage and stop-motion-style animation
- Music beds and ambience
- Upscaling for large formats
Always disclosed.
Every project page says what was generated. Nothing here is passed off as a real photo shoot.
Real people stay real.
I don’t generate real people’s faces. My own portrait on this site is a film photograph.
Concepts are labeled.
Work for real businesses is marked as unsolicited, and never shows their products, staff or premises as real. For client work, generated stand-ins are replaced with real photography or approved assets.
Have a brief?
A launch, a campaign, a role on your team.
Send it over and I’ll reply with a first idea.