creative direction

I grew up with parents in advertising and surrounded by social media, which helped me build a background in marketing strategy, photography, graphic design and editing before I started directing films.

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That’s what I enjoy about creative direction. When I’m directing a music video or campaign, I’m thinking about the wider creative from the beginning - what the world looks like, how it translates into social, what content can be built around the hero, and how it can all work together as one consistent, distinct identity.

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This approach has resulted in over 100M views across campaigns I’ve creative directed, creating real, measurable results for brands and music artists alike.