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Photography Art Direction
Giro Sport Design
Art Direction
Creative Direction
Project Management
I have always been fascinated by how a small change in light, composition, or styling can completely change the way an image feels. That is what keeps art direction interesting to me. You can plan every detail, but the image still has to come alive on set.
I start with a clear idea of what the image needs to communicate and the role it has to play in the larger campaign. From there, I work with photographers, stylists, producers, athletes, and talent to establish the lighting, composition, location, and tone.
The best shoots find a balance between control and discovery. My job is to give the team a strong direction, leave room for people to make it better, and recognize when something unexpected is more powerful than the original plan.
I care deeply about balance, hierarchy, and craft, but never for their own sake. The final image still has to tell the right story, feel true to the brand, and make someone stop for a moment.
I start with a clear idea of what the image needs to communicate and the role it has to play in the larger campaign. From there, I work with photographers, stylists, producers, athletes, and talent to establish the lighting, composition, location, and tone.
The best shoots find a balance between control and discovery. My job is to give the team a strong direction, leave room for people to make it better, and recognize when something unexpected is more powerful than the original plan.
I care deeply about balance, hierarchy, and craft, but never for their own sake. The final image still has to tell the right story, feel true to the brand, and make someone stop for a moment.
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