First brand playbook in a decade. Ten photographers, ten billboards, the Oarsmen back.
Repositioned a fragrance brand around gaming, sport, music, fashion.
A global duet challenge on TikTok. 4.7M people made one.
TikTok Shop livestreams, three times a week.
Two scents built off the game’s spray cans.
Strategy, shoot direction, wholesale.
Positioning, messaging, identity, and the creative territories that come out of it.
Who to work with, what to brief them on, and how to pay for it.
Launch plans for DTC, retail, social commerce, and gaming.
Senior direction a few days a week. Briefs, reviews, hiring.
J.Crew / Hawthorne / Samsung / Nike / Starface / SEGA / New Balance / ASICS / Foot Locker / Marc Jacobs / Canada Goose / DuPont / Tonal / Nolla Health / Stray Rats
I grew up in Dubai and now work out of New York. The projects I take on are usually a brand that needs to stand for something different than it did a year ago.
Outside of work I run a vintage business in outdoor ephemera and Americana. I surf when I can, game often, backpack often, and spend weekends with my Maine Coon, Django.
D&AD Graphite Pencil / ANDY Gold / One Show Merit / AICP Shortlist / AdWeek Ad of the Day