Big picture energy: My approach to art direction
My approach to art direction starts with the big picture and carries through to the smallest detail. Early on, I align objectives, success metrics, and creative ambition, ensuring the work has both purpose and perspective. I push ideas forward with clarity, balancing vision with timelines, and performance without diluting impact. I’m drawn to visual balance, composition, and tone, understanding what belongs together and what resonates beyond the room it was created in. From concept development and storyboarding through to shoot direction and final delivery, I set a high bar for contemporary, premium execution.
I create with two things in mind at all times: the audience and the brand. I consider how the end viewer will experience the work, how it feels, how it performs, how it holds attention while making sure every decision strengthens the brand’s identity and direction. The goal is complete cohesion: visuals that feel unmistakably on-brand yet never predictable. I aim for work that feels considered and aligned, but often carries an unexpected twist — something that elevates it beyond the obvious and makes it memorable.
complete cohesion
Celebrating citizenM’s social team with a shoot that juxtaposes two contrasting worlds: the fast-moving, hyper-digital energy of TikTok and the urgency of the 24-hour traditional news cycle.
expect the unexpected
I’m always looking for ways to shift perspective. Whether that’s through experimental lighting, unconventional composition, dynamic camera angles, or distinctive editing treatments that push the work beyond the obvious. I like to be hands-on throughout the process, physically and creatively immersed in shaping the outcome. That often means adjusting lights, refining framing on set, or changing vantage points to find a more compelling perspective.
I’m comfortable stepping outside the conventional setup — repositioning, elevating, or grounding myself within a space — to capture something more striking. For me, strong art direction comes from active involvement: testing, refining, and pursuing the detail that transforms a good idea into something visually memorable.
To spotlight the craft and dedication of citizenM’s copywriters, we created a concept centred around the “Copy Bible” — the internal guide that defines and protects the brand’s voice. Two copywriters were cast as opposing nuns. One representing “good” copy and the other “bad”. Directly referencing the guide’s clear examples of what embodies the brand voice and what falls outside it.
behind the scenes
project focus: art direction
A curated overview of selected projects that highlight my skills in art direction and full-scale campaign creation. Like what you see? view all selected works
art direction / photography / campaign / content production
art direction / photography / video / campaign / content production