art direction + design
My Creative Approach
human.
I don’t know what it’s like to be an elite athlete (I can barely do a proper cartwheel), but I have experienced the emotions an athlete feels, even if it’s in a different situation. With art directing photography, approaching every shoot day with emotional empathy and humanity is my “in” to any brief or subject matter, making my skillset adaptable and functional even in situations I’ve never personally experienced. Embracing humanity produces imagery that not only sells a product or story but stays with the viewer on a deeper level. And strengthening that connection through the use of human elements in graphic executions is vital. I know I’ve done my job well and created work that transcends boundaries when I myself become a fan of something I previously may have had no strong connection to.
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nuanced.
If the devil is in the details, we are very close personal acquaintances. The difference between good and transcendent is often in the smallest accessory choice, the medium in which graphics are produced, the intentional layering of elements to convey a message, or the one, less obvious but unique frame out of a thousand that’s selected as the final photo. I put in the effort and the consideration every time I have the responsibility and privilege of making one of these choices. In broad strokes, almost everything has been done before, so it’s the nuanced choices and specificity that give visuals the extra something that stands out to the viewer and feels unique.
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fluid.
It takes an incredible amount of effort to make something look effortless. Along with rigorous and detailed prep, I recognize the real advantage in good preparation is that it allows you to be comfortable adapting when unexpected magic (or a challenge) inevitably occurs. On set, I’ve gained a good sense of when to grip the wheel tighter to steer things back on track and when to let other experts take the lead in the collaborative process. That includes photographers, talent, and even mother nature. This fluidity produces the unexpected elements that create the most compelling and dynamic images you couldn’t have fully planned for every time. And my eye for thoughtfully linking the assets together in post by playing with similarity and contrast creates varied yet cohesive content essential for large-scale campaigns.
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thought-provoking.
A mentor once told me the visuals that really stick with people are the ones that take them a little effort to figure out. The viewer feels a sense of accomplishment that lasts beyond a casual glance at something visually appealing. Creating a message in the whole through thoughtful combination of different parts is always more compelling than each element just reiterating the same message in the same way. Riding that line between clarity and curiosity is a space I love to inhabit. Good design should be an equation of 1 + 2 = 3, not 1 = 2 = 3.
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thankful.
None of the work featured on this site would be possible without the collaboration of countless passionate humans who helped produce the content in front of and behind the lens. Special thanks to Shaun Mendiola and Jenna St. Martin, the main photographers of much of the adidas photography featured and true partners in helping me develop confidence as an art director.