Stories
As a worldbuilder, my creative direction and narrative strategy have shaped national campaigns, editorial platforms and original creative projects spanning award-winning music, journalism and independent publishing.
Dave + Sam
Independent music, film and creative direction for a genre-bending dance music universe.
A tribute to our mutual reverence for early Chicago House Music and the golden era of underground parties and music in New York — leveraging its four on the floor rhythms, choice breaks and repetition — to propel thoughtful lyrics and visual narratives.
Outcomes
Released No Shade via Classic Music Co., Defected Records & Warner Music
Editorial coverage from DJ Mag, Beatportal, Dancing Astronaut, Data Transmission, EDM.com and Magnetic Magazine
Cult influence within independent dance and electronic music communities
Key Collaborators
Okay
Africa
Creative direction for an editorial package and brand centering North African journalism amid the Ethiopian-Tigrayan conflict.
Crossroads was conceived as a standalone editorial property within OkayAfrica, designed to explore the social, political and cultural issues facing Ethiopia and shaping the surrounding region. As Creative Director, I developed the visual identity and campaign architecture, creating a scalable storytelling platform capable of supporting journalism, documentary film, social content and future brand extensions.
Outcomes
Established the foundation for a standalone editorial property focused on African perspectives and global impact, introducing a narrative framework that anticipated OkayAfrica's subsequent expansion into region-specific coverage models.
Reached a global audience through one of the largest U.S.-based platforms dedicated to African culture and the diaspora. The initiative's growth was constrained by the escalating media restrictions and communication blackouts surrounding the Tigray conflict.
Key Collaborators
Nordstrom
Creative direction and production for a family-centered Kwanzaa campaign.
For Nordstrom's annual Kwanzaa celebration, I collaborated with my wife on the creative direction, casting and production plan for a campaign centered on Black family, culture and community. The project featured family and neighbors, translating the principles of Kwanzaa into a visual story rooted in joy, tradition and togetherness.
Outcomes
Produced original content celebrating Kwanzaa for a national retail audience.
Featured across Nordstrom's digital and social media channels.
Generated over 690,000 engagements on Instagram.
Created a culturally specific campaign grounded in authentic community representation.
Blink
Fitness
From user-generated content to a national fitness campaign.
After discovering my fitness and lifestyle content online, Blink Fitness partnered with me to reimagine the work as a national brand campaign. I collaborated on casting, creative direction and performance, transforming everyday family routines into a broader story about wellness, technology and accessible fitness.
Outcomes
Featured across a national multi-channel campaign deployed through over 100 Blink Fitness locations, transit media, digital advertising, and owned channels, generating an estimated reach of more than 10M impressions.
WVZlength
Long-form conversations documenting independent music and creative practice.
WVZlength is an interview series exploring the ideas, experiences and creative processes behind independent music careers. Through candid conversations with artists, composers, songwriters and cultural workers, the series creates space for deeper discussions rarely captured in traditional music media.
Outcomes
Created an ongoing interview platform documenting independent music careers and creative practice.
Expanded WVZ MFG's editorial ecosystem through original long-form content.
Built an owned media channel connecting artists, audiences and industry stakeholders.
Key Collaborators
SYSTEMS
SOUNDS
STORIES
EXPERIENCES