Overview
A 360° campaign across Apple’s ecosystem celebrating the Super Bowl Halftime Show with Kendrick Lamar, including the show’s intro and outro. Developed in close collaboration with pgLang, the work established a distinctive visual world spanning broadcast, film, digital, retail, and platform touchpoints bringing cohesion and cultural resonance to every expression of the campaign.

Overview
A 360° campaign across Apple’s ecosystem celebrating the Super Bowl Halftime Show with Usher, inclusive of the show intro and outro. Created in partnership with the artist’s collaborators, the campaign defined a bold and contemporary visual system expressed across broadcast, digital, retail, and platform ensuring a unified presence before, during, and beyond the live moment.

Overview
A 360° campaign across Apple’s ecosystem celebrating the Super Bowl Halftime Show with Rihanna, spanning the show intro and outro, broadcast, film, digital, retail, and platform experiences. Developed in close collaboration with the artist’s team, the work established a singular visual language that carried seamlessly across every touchpoint building anticipation, cultural presence, and a cohesive world around the performance.

Overview
For Apple Music Spatial Audio, we defined the positioning, naming, and creative system that introduced immersive sound to a global audience. We built and launched a 360° campaign that continues to run today. The visual language translated the idea of immersion through repetition, rhythm, and spatial layering making sound visible, dimensional, and unmistakably Apple.

Overview
Identity and 360° campaign celebrating 20 years of Apple Podcasts. To mark the milestone, we formed the number 20 from two microphones. A simple idea that honored Apple’s role in creating the category. Rolled out across platform, social, and retail, the work drove significant online engagement.

Overview
Apple Music Classical launched as a new extension of Apple Music, built for the unique structure of classical music. The app was designed to make search and discovery simple and precise, allowing people to find music by composer, work, conductor, orchestra, or recording. The identity shifted the visual language of the category away from marble busts and historical clichés, placing contemporary classical musicians at the center. The launch worked as one unified system across product, campaign, digital, channels, and partnerships, creating a clear and cohesive global expression.

Overview
A private gallery presenting collectible furniture, contemporary art, and artists’ books through 1stDibs, Artsy, and direct acquisition. Art+Services operates with a focused program centered on conceptual, photography, pop, and performance practices from the 1960s.

Overview
A product that digitizes your physical bookshelf into a searchable, well-organized digital library, making it easy to catalog, discover, and revisit your collection. Built and launched as a bootstrapped SaaS, the platform was developed end-to-end. From product design to deployment and successfully shipped on Product Hunt. Through organic growth and user-focused iteration, it scaled to over 1,000 users, demonstrating strong early traction and market interest.

Overview
A Los Angeles type foundry offering ready-made and custom typefaces for sale and licensing. Built and released 15 full font families, and designed custom typography systems for brand identities, products, and cultural institutions. Some of the customers include Pentagram, IDEO, MoMA, The Metropolitan Museum of Art, Sagmeister & Walsh, Landor, Wolff Olins, and Jean Nouvel, and more.

Overview
For the first time, the lineup required a clear distinction between the standard model and the Pro. iPhone 11 was expressed through playful color and an approachable energy, while Pro was cinematic and elevated. The visual language for Pro was built around the power of three, reflecting the triple lens camera system and shaping the imagery and compositions across the launch. This structure carried consistently across every touchpoint, making the lineup easy to understand while maintaining a unified Apple language.

Overview
The launch of HomePod introduced a new sound for your home, expressed as a unified system across strategy, naming, keynote, film, digital, retail, out of home, and packaging. Sound was translated visually through immersive gradients, precise product imagery, and restrained typography. From stage to screen to store, every touchpoint carried the same clarity and focus.

Overview
iPhone 7 centered on a single, deliberate expression. The back of the device became the hero. For the first time, the rear surface led the story, elevating the camera form and the depth of the new black finish through close, precise photography and minimal composition. The material became the message. This direction carried consistently across the entire Apple ecosystem including dot com, keynote, film, outdoor, retail, and packaging, creating a darker and more refined tone from announcement to unboxing.

Overview
A 360° global campaign for VISA featuring Olympic athlete Mikaela Shiffrin, created for the Winter Olympics. At the center is a hero film that follows Shiffrin’s journey from childhood to the world stage, highlighting key moments in her life and career. Throughout the story, VISA shows up as a steady presence by her side, reinforcing the idea of being there every step of the way.

Overview
Set and led the creative direction for the new global identity of VISA across digital, brand, and partnership touchpoints. Helped define how the refreshed brand system translates across campaigns, product experiences, web, social, and global activations. Led cross-functional creative development and approvals across internal teams, agencies, and executive stakeholders, ensuring consistency and scalability across markets. Oversaw the rollout of the updated identity across key brand moments and high-visibility partnerships, helping evolve VISA into a more modern and cohesive global brand presence.

Overview
A 360° global campaign for VISA around the FIFA World Cup, focused on celebrating fans and the communities behind the game. Visa partnered with local artists and small businesses around the world, commissioning them to create work that expressed their country’s passion and pride for the tournament. The campaign highlighted these creators and their stories, connecting global football culture with local expression. Through it all, Visa showed up as a fan too, supporting small businesses and the people who bring the spirit of the World Cup to life.

Overview
Supported the creative rollout and day-to-day brand execution for the partnership between VISA and Cash App through the VISA Cash App Racing Bulls Formula 1 team. Helped shape and maintain the visual identity across a wide range of touchpoints, reviewing and approving creative assets across digital, social, merchandise, race weekend activations, and partnership campaigns. Worked closely with internal teams, agencies, and external partners to ensure brand consistency and alignment across global markets and fast-moving production timelines.

Overview
Led and supported a wide range of global creative initiatives and campaign rollouts for VISA from 2025–2026 across brand, culture, sports, and entertainment. Oversaw creative development, asset approvals, and brand consistency across multiple high-visibility partnerships and activations, including collaborations with Benson Boone, Jennie, BLACKPINK, NFL, Formula One, and the Olympic Games. Worked across internal teams, agencies, production partners, and external collaborators to help bring campaigns and partnership moments to life across digital, social, experiential, broadcast, and physical brand touchpoints on a global scale.

Overview
From 2020 to 2025, I led the ongoing positioning and relaunch of Apple Music, clarifying its role at the intersection of culture and technology. The output spanned a rebrand and fully integrated 360° campaigns across a broad range of initiatives. This sustained body of work contributed to consistent subscriber growth and increased revenue.

Overview
To introduce a new, more accessible Apple Music subscription tier available exclusively through Siri, we launched a fully integrated 360 campaign across key cities. The work used culturally and geographically contextual songs to turn place into prompt. Familiar music became an invitation to simply say “Hey Siri,” demonstrating the ease of voice as the gateway to the experience. The campaign drove strong awareness of the new tier and delivered meaningful subscription growth.

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I designed a book for Alex Prager that unites The Mountain and Run within a single, definitive volume. Developed in close collaboration with Alex, the publication foregrounds her vision, holding both bodies of work in deliberate tension while preserving their distinct scale, mood, and cinematic rhythm.

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AirTag helps you keep track of everyday items with precision and ease. For launch, we established a unified art direction across apple.com, packaging, channel and retail, expressing the product’s clarity and simplicity at every touchpoint. Clean imagery, generous scale, and focused storytelling made the experience instantly understandable, reflecting the confidence of a small device designed to do one thing exceptionally well.

Overview
iPhone (PRODUCT)RED introduced a striking red glass finish to the iPhone lineup. The launc focused on the depth and intensity of the red, making color the hero of the story. A custom wallpaper extended that idea onto the screen, inspired by the richness of the red colorway and expanded into a dynamic spectrum of tones that complemented the device and heightened its visual impact.

Overview
The Apple Anniversary Award is an award given to employees to mark years of service and recognize their dedication and contribution over time. Developed in close collaboration with the hardware team, each award is crafted from reclaimed Apple product components. The packaging is designed with the same rigor and intention as any Apple product, to ensure that the presentation feels as considered, refined, and unique as the award itself.

Overview
Apple SwiftShot was developed as a launch experience to introduce developers to Apple’s next-generation AR capabilities at WWDC. Designed as a multiplayer AR game, it served a dual purpose: to showcase the power of ARKit in a tangible, playful way and to function as a practical reference project developers could study, learn from, and build upon.

Overview
WWDC is Apple’s annual gathering of its global developer community. In 2020, as COVID brought the world to a standstill, the conference shifted from a live, in-person keynote to Apple’s first fully digital WWDC. The identity embraced that reality: Memoji became the central device, expressing individuality and presence in a time of distance. Developers could customize their own Memoji and see themselves reflected throughout the streamed experience, transforming isolation into shared participation. WWDC 2020 set a new benchmark for how Apple could craft immersive, large-scale digital events.

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The launch of Apple TV 4K marked a pivotal moment for the category and set a new standard for how 4K should be experienced. We evolved the identity to express that leap in fidelity, creating a logo defined by clarity, depth, and precision. Across the full funnel, from the September keynote to retail stores and Apple.com, every touchpoint reflected the transition with sharper contrast, truer color, and extraordinary detail. The packaging echoed the product itself, exacting, refined, and distilled to its essentials.

Overview
Coca-Cola Music was a defining project for both the brand and Wieden+Kennedy. We won the global pitch, securing a partnership that shaped the agency’s business and built one of the first reactive and dynamic identity systems at a time when most brands were static. The system was designed to move with culture, adapting across artists, platforms, and moments, and became the foundation for a fully integrated campaign spanning film, digital, experiential, and global toolkits.

Overview
Printed Pages was a biannual magazine published by It’s Nice That and released four times a year, capturing the current creative landscape across art, design, fashion, and culture for a global audience of monthly readers and subscribers. Across nine issues, I helped shape a visual identity that paired experimental typefaces with world-class editorial content, treating typography not simply as structure, but as voice.

Overview
We developed a new visual system built around a moiré technique that allowed the brand to own silver in a distinctive and modern way, standing apart in a crowded category. The optical movement of the pattern brought energy and depth to the packaging and communications while maintaining clarity and confidence. Although the system was not fully implemented globally, the core idea remains strong and continues to feel relevant, proving the durability of a focused and differentiated design approach.

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Partnering with Bas Koopmans, we led the conception and execution of a 360° institutional campaign across all Stedelijk Museum platforms. Meet the Icons strategically repositioned the museum’s extensive archive, transforming heritage into momentum. The initiative resulted in a marked increase in visitation and audience engagement.

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Desperados is an unconventional product, a tequila flavored beer rooted in nightlife and spontaneity. The typography became the hero, loud, kinetic, and unapologetic, flexing seamlessly from packaging to large scale campaign moments. Across every touchpoint, the work amplified the brand’s rebellious spirit and gave Desperados a distinctive visual voice that felt as electric as the product itself.

Overview
The campaign introduced the new Audi TT by placing the car in the raw landscapes of Iceland, an environment that felt almost otherworldly. Against vast ice and volcanic terrain, the TT’s iconic red color cut sharply through the landscape, turning the car into a precise object in motion. The setting amplified the feeling of performance and control, presenting the new TT to the world in a striking and iconic way.

Overview
In partnership with Bas Koopmans, we created the identity for Pitch Festival in Amsterdam, building the campaign around the power of the artists themselves. By repeating and sequencing artist imagery across posters, flyposting, and city placements, we created visual paths that moved through Amsterdam. Each appearance felt connected to the next, guiding audiences toward the festival site. As the campaign unfolded in the streets, the repetition formed a clear directional rhythm, making it feel as though the city itself was leading you straight into the culture.