COCA-COLA

Immersive Exhibition

For Coachella 2024, Coca-Cola sought to bring its 'Real Magic' platform to life through a multi-sensory installation that would captivate festival-goers and create lasting brand connections.

Drawing from the sculptural language of contemporary light art, I led the design of a space where music and light became immersive forces, allowing attendees to experience their own "main stage" moment. The installation transcended the typical festival activation, transforming into a radiant focal point that embodied Coca-Cola’s effervescent energy. By harmonizing sound, light, and motion, my team and I crafted an experience that felt both personal and universal, deepening emotional engagement with the brand.

Coca-Cola was so enthralled by the exhibition, they adopted it as a cornerstone case study to shape their global experiential strategy. Additionally, the success of the activation helped Crown+Conquer secure further collaborations with the brand.

Agency: Crown + Conquer
Role: Lead Creative
Los Angeles, 2024

RAG & BONE

In-House Creative

Rag & Bone required a refresh of their website and digital marketing strategy to reflect the evolving brand identity.

In collaboration with the Global Head of e-Commerce, I played a key role in the redesign of the brand’s website and digital assets. Returning in 2015, I partnered with MATTE Projects to craft the visual direction for ttheir FW15 runway show, using motion graphics and recap materials inspired by the transgressive style of films like 'The Thomas Crown Affair.' The result was a bold fusion of fashion and cinematic storytelling that encapsulated Rag & Bone’s edgy, urban identity.

In-House / MATTE Projects
Role: Graphic Designer
New York City, 2011

FJÄLLRÄVEN

In-House Creative

Fjällräven sought to introduce its Scandinavian outdoor wear to a younger, western audience as it launched in North America.

I was part of the in-house marketing team that reimagined the brand’s image for this new market. Through print, digital, and in-store design, we crafted a visual language that preserved Fjällräven’s authentic roots while appealing to a youthful, adventure-driven consumer base. The work spanned across marketing materials, creating cohesive, market-specific campaigns that redefined the brand for a new audience.

In-House
Role: Senior Designer
New York City, 2011–13

MATTE PROJECTS

In-House Creative

As one of the founding creatives at MATTE Projects, I helped shape the agency’s artistic vision and expand its reputation in music, fashion, hospitality, and art.

Collaborating closely with the agency founders, I directed creative efforts for client projects as well as internal brand properties like BLACK and FULL MOON FEST—a series of events fusing music, art, and fashion. This approach helped establish MATTE’s identity in the experiential space, setting a new standard for how brands engage with culture and art through live events.

Agency: MATTE Projects
Role: Associate Creative Director
New York City, 2013–15

PERRIER-JOUËT

Immersive Exhibition

To launch Perrier-Jouët’s ‘L’Eden’ campaign during Miami Art Week, I sought to create a sensorial experience that paid homage to the brand’s art nouveau heritage while resonating with a modern, fashion-forward audience.

I led the transformation of the Faena Hotel penthouse into a lush, belle-époque-inspired garden and art space. The immersive environment evolved from day to night, featuring five days of 12-hour activations. By blending timeless French aesthetics with contemporary art elements, we invited guests into a world of wild beauty and enchantment. This approach not only elevated the brand’s presence but also garnered over $5MM in earned media and set the standard for future global activations.

Agency: New Moon
Role: Art Director
Miami & Tokyo, 2015