A look at the full brand launch I led for Mayes Wine Crush, from set design and photography direction to brand identity and website design. With no existing brand to build from, the strategy positioned the wine as art rather than commodity, resulting in editorial-quality photography, a cohesive visual identity, and a launch that earned publication features and years of continued success.

This editorial styled shoot was born from a desire to merge artistry and strategy — to tell a visual story that resonates deeply with both the heart and the market. As Creative Director, I led every aspect of this project, from concept and logistics to styling and production coordination. The result was an award-winning, publication-featured editorial that inspired wedding professionals and photographers across multiple platforms.

Dane Fitness sells and services fitness equipment, and needed brand photography that proved something a catalog shot never could: the team selling the gear actually trains on it. I led creative direction on a campaign built around one idea — shoot every staff member doing the discipline they personally love.

I directed the full shoot end-to-end — concept, casting, location styling, and post-production — working with the same photographer from the MoveStrong campaign to keep a consistent, gritty visual language across both brands.

A behind-the-scenes look at the creative direction I led for MoveStrong's Dynabell product launch. Rather than a clean, white-backdrop product shoot, we cast real athletes and built the concept around raw, industrial locations and mid-movement action shots — overhead presses, front racks, tricep extensions — so the imagery read as a workout, not a still life, across web, social, and paid ad creative.