Work
SELECTED WORK
Integrated campaigns, brand platforms, and creative direction across consumer, financial, technology, retail, luxury, and cultural brands.
DAMSEL
Cabaret Supper Club Launch
Role: Creative Director / Brand Consultant
Engagement: Direct-to-client
Medium: Brand positioning, social, email, digital
I developed the positioning and launch direction for Damsel, a premium cabaret supper club, spanning visual curation, social concepts, email marketing, and reservation-page direction.
I established a cohesive black-and-white visual system, directed the refinement of key photography, and introduced the clearer public-facing descriptor “Cabaret Supper Club.” Selected elements of the direction were adopted across the brand’s launch materials.
GUINNESS
Bottle Launch Campaign
Role: Concept / Art Direction
Agency: BBDO New York
Medium: Consumer print
Working with writer Gerry, I developed the concepts and pencil drawings for a campaign introducing a new Guinness bottle. The drawings were given to an illustrator, who used them as the basis for the finished hand-painted artwork in the spirit of classic Guinness advertising.
The ads ran in consumer magazines, using illustration, custom typography, and a restrained visual system to give the new bottle a distinctive launch presence while remaining connected to the brand’s heritage.
RED STRIPE
“Hooray Beer!” Retail Campaign
Role: Art Direction
Agency: BBDO New York
Medium: Retail and point-of-sale print
I art directed a retail campaign that brought Red Stripe’s “Hooray Beer!” platform into the physical environment through bold, playful visual executions.
Working with photographer Jeff Mermelstein, we created the effect practically by applying a custom stencil directly to the environment before photographing it. The resulting image was later selected by the photographer’s agency for use in a promotional mailer.
BURLINGTON
Union Square Flagship Launch and National Campaigns
Role: Creative Director / Art Director
Engagement: Direct-to-client
Medium: Integrated campaign, out-of-home, broadcast, print, digital
I led the creative development for the launch of Burlington’s 92,000-square-foot Union Square flagship, including a high-impact NYC subway takeover spanning more than 80 media units across heavily trafficked commuter environments.
Across the broader account, I directed more than 20 commercials and developed national and regional campaigns supporting store openings, seasonal retail initiatives, multicultural audiences, and the brand’s continued growth.
EQUAL SUGAR LITE
Product Launch Campaign
Role: Art Direction
Agency: DDB
Medium: Print and television
I developed a visual concept that constructed the Equal Sugar Lite package from the cake itself, making the product’s baking purpose immediately clear.
Working with an illustrator, cake designer, food stylist, and production team, we created the package image using edible materials. The print and television executions were produced in tandem to create a consistent launch across media.
ELUXURY
Luxury E-Commerce Campaign
Role: Art Direction / Copywriting / Design
Agency: Goodby, Silverstein & Partners
Medium: Newspaper print
Traditional luxury photography did not reproduce effectively in newspaper, so I developed a campaign built around high-contrast typography, color, restraint, and concise copy.
The work positioned eLuxury as an essential destination for luxury goods during the early growth of online luxury retail, using a format designed specifically for the strengths and limitations of the medium.
DISCOVER CARD
Merchant Acquisition Campaign
Role: Art Direction
Agency: Goodby, Silverstein & Partners
Medium: Trade print, consumer print, out-of-home
I developed a merchant-acquisition campaign positioning Discover Card within restaurant and café settings through a series of carefully constructed visual ideas.
The campaign involved custom set building, model-making, food styling, cookware, and practical effects, including sculpted cappuccino foam. The work appeared across trade and consumer print, as well as out-of-home placements during NYC Restaurant Week.
THE INTERNATIONAL ANDY AWARDS
Call for Entries Campaign
Role: Art Director / Designer
Medium: Direct mail, poster, print
The campaign deliberately used the awkward visual language of stock photography as the basis for an industry-facing Call for Entries campaign.
Working with Getty Images, I selected and negotiated the use of stock imagery, then directed extensive retouching to integrate the ANDY trophy into each scene. The final six-panel mailer unfolded into a large-format poster, turning the familiar conventions of stock photography into a commentary on originality and creative recognition.
Damsel
Cabaret Supper Club Launch
Role: Creative Director / Brand Consultant
Engagement: Direct-to-client
I developed the positioning and launch direction for Damsel, a premium cabaret supper club, spanning visual curation, social concepts, email marketing, and reservation-page direction. I established a cohesive black-and-white visual system, directed the refinement of key photography, and introduced the clearer public-facing descriptor “Cabaret Supper Club.” Selected elements of the direction were adopted across the brand’s launch materials.
Guinness
Role: Concept / Art Direction / Design Agency: BBDO New York Media: Consumer Print / Out-of-Home For the launch of a new Guinness bottle format, I chose not to create another polished product shoot. Instead, I conceived an illustrative campaign rooted in Guinness’s advertising heritage, developed the concepts, and designed the layouts. I commissioned and art directed an illustrator, providing my pencil drawings for him to translate into final hand-painted artwork in the traditional style. My research found that no digital Guinness typeface existed, so I commissioned a typographer to create a custom font based on the brand’s historic lettering. The resulting typeface became an integral part of the campaign and was used across the billboard and full-page consumer magazine layouts. For a later print ad, Gerry Graf wrote the long headline, and I conceived the idea of typesetting it into the shape of the iconic Guinness pint glass using the custom font. The finished execution ran as a full-page ad in consumer magazines.
Guinness
Bottle Launch Campaign Role: Concept / Art Direction Medium: Print / launch campaign For the launch of a new Guinness bottle format, I created a campaign direction that made a modern package feel rooted in the brand’s heritage. Instead of relying on glossy product photography, I developed hand-drawn layouts and worked with specialist artists to translate the concepts into final painted assets. The illustrated approach nodded to classic Guinness poster art while giving the bottle a distinctive, crafted launch presence. Custom typography and a restrained visual system helped the work feel timeless, ownable, and unmistakably Guinness.
Red Stripe Beer
“Hooray Beer!” Retail / POS Campaign Role: Art Director Agency: BBDO New York Medium: Retail, in-store, point-of-sale print At BBDO New York, I art directed a retail and point-of-sale execution for Red Stripe’s “Hooray Beer!” campaign. The idea paired the Red Stripe Ambassador with a beachgoer whose sun-tanned mark formed a matching “red stripe” across his torso, a visual joke that fit the brand’s dry, self-aware humor. Shot on location with photographer Jeff Mermelstein, the effect was created practically on set using a custom stencil approach rather than relying on obvious digital manipulation. The final image became retail signage and was later selected by the photographer’s commercial agency as a promotional mailer.
Burlington
Burlington Union Square Flagship Launch & National Retail Expansion Role: Creative Director / Art Director / Writer Medium: OOH, broadcast, retail, multicultural localization Worked directly with Burlington during a major national growth period, including the opening of its 92,000-square-foot Union Square flagship and the year the brand reached its $4B revenue milestone. My role spanned client-facing creative leadership, concept development, art direction, writing, seasonal broadcast, new-store campaigns, and localized multicultural executions. For the Union Square opening, the team developed a high-impact NYC subway takeover with more than 80 media units across heavily trafficked commuter environments, reworking the familiar “I ❤️ NY” language into product-driven, hyper-local retail messaging. Across the broader account, the work supported a fast-moving production cycle that included 20+ commercials, regional market adaptations, and campaign materials designed for Burlington’s expanding national footprint. See broadcast reel.
Equal Sugar Lite
Equal Sugar Lite Product Launch Campaign Role: Concept / Art Direction Agency: Kirshenbaum Bond + Partners Medium: National print and television For the launch of Equal Sugar Lite, a sugar blend formulated for baking, I pitched a simple visual idea: make the product packaging out of the cake itself. Instead of showing a standard product bag next to a finished dessert, the concept made the benefit instantly clear — this was a sweetener made for baking. I developed the layout with an illustrator, then collaborated with a professional cake designer and food-production team to bring the idea to life. The final “package” was built from edible materials, including fondant and hand-applied brand details. The concept carried across both print and TV production, requiring close art direction across overlapping shoots and production schedules.
eLuxury
Launch Campaign Role: Art Direction / Copywriting / Design Agency: Goodby, Silverstein & Partners Medium: Full-page newspaper ads For LVMH’s eLuxury launch, I created a newspaper campaign that embraced the limitations of the medium instead of fighting them. Luxury photography would have suffered on coarse newsprint, so I built the campaign around sharp typography, bold restraint, high-contrast color, and a witty editorial voice. The “IN/OUT” copy platform treated basic human necessities — water, oxygen, shelter — as out, while positioning eLuxury as in. The result was a minimal, confident launch system that made online luxury shopping feel modern, culturally aware, and visually distinct at the dawn of e-commerce.
Discover Card
Discover Card Merchant Acquisition Campaign Role: Concept / Art Direction Agency: Goodby, Silverstein & Partners Medium: Trade print, consumer print, out-of-home At Goodby, Silverstein & Partners, I worked on a B2B merchant-acquisition campaign designed to persuade restaurants, cafés, and business owners to accept Discover Card. Rather than relying on predictable payment signage, the campaign embedded the card’s shape and dimensional details into premium food and restaurant moments. The work was built practically on a custom restaurant set, with specialized model-making and food styling used to integrate card geometry into real-world surfaces, from cappuccino foam to cookware. The campaign helped position Discover as a natural fit for better dining environments and appeared across trade, print, and out-of-home placements, including NYC Restaurant Week bus shelters.
The International Andy Awards
The International ANDY Awards Call for Entry Campaign Role: Art Director / Designer / Typesetter Medium: Print, posters, promotional mailer For the International ANDY Awards Call for Entry, I art directed and designed a pro bono campaign for an advertising audience already familiar with award-show conventions. Created for an awards program judged by leading creative directors and agency leaders, the campaign needed to deliver entry information while also speaking to the culture of the industry itself. At the time, stock photography carried a negative reputation among many creatives, who often saw it as generic, awkward, and creatively limiting. Rather than avoid that association, the campaign deliberately embraced it. Selected stock scenarios became the organizing structure for the work, with ANDY trophies placed into familiar staged environments. My role included negotiating image use with Getty Images, working with retouchers to integrate the trophies into selected stock images, and designing a six-panel mailer that unfolded into an approximately 24 x 27 inch poster-format piece with festival information, deadlines, judging details, and entry categories.