In fall 2017 K-swiss introduced the "Generation-K" campaign geared towards a new generation of entrprenuers. This new collection was made to inspire and outfit those who understand how to keep things simple in order to seize the dream. Today's youth are not trying to be athletes or chasing empty fame. They want more. They are building their own brands, companies and businesses.

As the editorial and creative director, I led a multi-layered approach combining compelling visual storytelling and insightful content. The project showcased the evolution of women’s athletic wear through curated photo shoots, sleek layouts, and a narrative that spoke to the integration of style, comfort, and high performance. Key moments focused on how elevated fabrics enhanced movement and provided versatility, aligning with modern active lifestyles.

Our Take 2 booth for E3 was not only an innovation space but also a curated experience that explored the fusion of cutting-edge technology and artistic brilliance. 

For the Spring/Summer 2015 season, our team had the privilege of spearheading the creative direction for the K-Swiss Women's. From concept inception to the final frame, we curated a visual narrative that captured the essence of the brand's vision for the season. Our vision encapsulated the metamorphosis of traditional tennis aesthetics, infusing a sense of lightness, airiness, and pure style into every shot. The SS15 campaign became a celebration of movement, style, and a fresh approach to tennis fashion

Adidas Tokyo looks to showcase its summer product line, highlighting Adidas originals in Tokyo. Our UNDO LAB team worked with local influencers to create content that celebrates Adidas originals, turning the streets of Tokyo into a local playground.

Crafted a visually striking campaign that showcased the unique synergy between Sophia Chang’s art and Smashbox’s cosmetics, emphasizing individuality and creativity.

In 2016, Adidas launched its @adidasnyc social account to cater to New York City, the trendsetting capital of the world. They came to us to tell an honest story from authentic New York voices and interests.

Selected as an influencer and athlete for the Nike Toronto 15K. This unique opportunity allowed me to engage with the athletic community in Toronto, showcase the power of running, and reinforce Nike's commitment to empowering athletes across all levels.

For Puma’s Sophia Chang Brooklynite collection, I served as the creative director and producer, orchestrating a visually striking campaign shot in New York City. This project celebrated the vibrant energy of Brooklyn, combining unique storytelling and clean imagery that encapsulated both the brand’s identity and Chang’s creative vision.

A creative free-for-all, the Issues series is a bold visual project that dives into raw, personal narratives through experimental short films. Each installment highlights social and cultural themes, blending powerful imagery with thought-provoking concepts. With a focus on authenticity and emotional depth, the series explores topics like fitness, food, and rhythmic storytelling.

I directed, shot, and edited the video for Puma’s Next Starts Now campaign, partnering with Sophia Chang to deliver compelling storytelling through powerful visuals. The campaign was designed to capture the spirit of resilience and innovation, solidifying Puma’s connection to forward-thinking and creativity.

Serving as the director and personal content developer, I designed a storyline that amplified Estelle’s artistic vision and connected with her audience. Through creative direction, precise choreography, and vibrant set designs, we crafted a video that exuded energy and a modern, playful vibe.

PLAY is an eclectic and energetic mix of sounds to inspire creativity and joy. Each set blends genres, rhythms, and beats that capture the essence of playfulness and free expression. Curated with a unique artistic vision, PLAY is not just music but a visual experience that encourages listeners to engage, unwind, and explore new auditory landscapes. This series reflects Ask Vash's passion for creating immersive soundscapes that resonate with diverse audiences, making it the perfect soundtrack for workouts, creative sessions, or just vibing out.

For the supergroup J*DaVeY, I took on art and creative direction roles that spanned artistic direction, live stage production, album art design, and diverse creative collaborations. This multifaceted work contributed to their dynamic and eclectic brand image.

Serving as Creative Director for Jck Dvy’s EP release, I directed and edited music videos, designed album and promotional artwork, and played an instrumental role in crafting her distinct artistic identity post-group era. This comprehensive approach supported her transition to an impactful solo presence.

As the personal creative director for music artist Nicole Medoro, I directed, styled, and contributed to all aspects of her creative output. From visual storytelling to strategic brand development, my role ensured that her artistic vision was consistently brought to life across various projects and platforms.

The Joules video series is an electrifying mixtape-style visual project conceptualized, shot, and edited within two weeks. Seamlessly blending vibrant storytelling with dynamic visuals, the series captures the essence of spontaneity and creative energy. Each video in the Joules series reflects Vash's unique artistic vision, combining music, movement, and imagery to deliver an immersive experience that feels fresh and innovative. This fast-paced production highlights Vash's ability to craft compelling narratives under tight timelines while maintaining a sharp focus on quality and creativity.

In 2011, we were a trusted fabricator for Stussy stores, contributing our expertise to reshaping the brand's identity for future generations.

This project was a bold exploration of brutalism and deconstruction. I employed innovative distressing techniques to craft unique clothing silhouettes. These distinctive pieces garnered attention from influential figures in the art and music scene, including singer Keri Hilson. The collection celebrated raw aesthetics and the artistry of unconventional fashion design.

Recognized as the original "Chromat Babe," I shaped the brand’s early visual storytelling, contributing to fashion showcases, styling, and promotional strategies. My involvement helped build Chromat's reputation and influence well before the rise of social media influencers.