Currently serving as Executive Creative Director at CYLNDR Studios, where I lead multidisciplinary teams shaping how modern brands show up through stories, systems and culture.
L’officina di LeRoy is the automotive lifestyle company my partner and I founded on the belief that life around a classic car deserves as much consideration as the car itself. And maybe a little more glamour.
We customize vintage Mercedes and design bespoke products for vintage vehicles and the people who enjoy the drive. Mercedes is our center of gravity, but our point of view extends across automotive culture through products, stories, and collaborations.
The work below traces the evolution of that world in reverse, from our most recent Leisure collection through Chop Shop and back to the 1964 Ford Ranchero that started it all.
My role: Co-founder and Creative Director. I help shape everything from our products and imagery to our partnerships and how L’officina shows up in the world.
We helped Jet launch as a brand focused on serving affluent city-dwellers.
The campaign, Our Carts are Different Here, launched in NYC, Boston, Philadelphia, and DC. The work celebrated our city target and the way they shop: High fashion, basics, local goods, and fresh foods. All in one place.
Photographer: Scottie Cameron
We created The Home of Home Search as a brand platform for realtor.com, broad enough to support different campaigns, but rooted in a simple idea: finding a home is as emotional as it is practical.
For this chapter, we made a series of carefully observed :15s where the homes carried as much character as the people inside them. Light, sound, movement, and small details did most of the work, turning each film into a little love letter to that moment when a place just feels right.
Director: Stacy Wall
We helped Jet launch as a brand focused on serving affluent city-dwellers.
The campaign, Our Carts are Different Here, launched in NYC, Boston, Philadelphia, and DC. The work celebrated our city target and the way they shop: High fashion, basics, local goods, and fresh foods. All in one place.
Director: Alex Prager
Accolades:
Clios, Film Craft, 2017
Shortlist, Sound Design
We worked with Kaiser Permanente + NBA to shift their focus to include mental health. Featuring Stephen Curry's journey through decompression, we dramatize the importance of putting the mental game on par with the physical. Kaiser Permanente can’t reconnect the mind to the body in healthcare if society doesn’t respect the mind.
The campaign has a powerful platform: Train the mind. The body will follow.
The partnership, social content, and film garnered 2.4 million organic views, 98% positive sentiment, 350k engagements, and 1 recaptured NBA championship.
As the start of a long-term commitment for Kaiser Permanente around mental health, this campaign ran during the playoffs. Kaiser Permanente x NBA use the campaign language we developed to this day in the push to outthink stigmas around mental health.
Director team: Jones + Tino
Launching Oakley Meta on Melrose meant entering a world with its own history, codes, and point of view. Our role was to bring some of that world into the flagship through a series of large-scale cinemagraphs and photographs that felt less like advertising and more like part of the environment. Mood, not stuff.
Shot at LA’s storied Pink Motel (12’ pool!) with photographer Estevan Oriol, the work brought together generations of skate talent, artists, and filmmakers around the product. Installed across the storefront at architectural scale, the looping films had a hypnotic quality. Part portrait, part lifestyle installation, and gave the space a little swagger while connecting skateboarding’s past and present.
All-Clad is a story of things made to last, from the craft inside its factory to the lives built around its cookware. We went behind the scenes to show the care and precision that go into every pan, then carried that story into the kitchen with Dan Pelosi.
Through the recipes and memories rooted in his own All-Clad collection, Dan showed how these pans become containers for something bigger: family stories, traditions, and meals passed down for generations to come. And, conveniently, he has an extremely good kitchen.
Director: Austin Bailey
Zulily likes weird. But you know, make it premium.
Director: Matt Dilmore
Created for a New York Festivals competition in early 2025, this award-winning film began as a chance to give back and learn. We built a team, taught ourselves emerging AI tools, and created a story with a scale and imagination we never could have captured through a traditional shoot.
We won the competition, but the more meaningful outcome was making something genuinely useful. The Duke Lemur Center continues to use the film to tell the story of its vital research and conservation work, helping attract the corporate and individual support it increasingly depends on.
Before every brand was trying to make something with AI, a team of Black women at McKinney made something that poked at its limits. Are You Blacker Than ChatGPT? invited players to pit their knowledge of Black culture against the chatbot, playfully exposing what AI misses when culture lives between the lines, changes by the day, and is passed from person to person.
My role: Executive creative leadership backing the original idea, helped build and support the team, protected the project’s ambition, and helped bring it across the finish line and out into the world.
We helped Japanese watchmaker Citizen introduce Tsuyosa to the U.S. It’s a colorful, style-forward collection that gave the brand permission to show up differently.
We created a visual system designed to travel: bold color, expressive styling, and a world that could flex from film and social to retail, stills, and the windows of Citizen’s Fifth Avenue flagship. One shoot, many expressions, all unmistakably Tsuyosa.
DSW's Blame It On The Shoes is about giving people permission to get away with things. Sometimes the right pair of shoes set us free to behave in exaggerated ways. They allow us to dial-up our confidence and own a moment. This time, for the holidays.
It’s always a pleasure elevating a brand to a place where they can be a part of fashion in their own way.
Director: Matthew Frost
Coles (Australia) asked us to create a premium heirloom vegetable brand. The vegetables were strange-looking, unfamiliar, and full of personality, so we built the brand around exactly that.
We called it Hatters and created a whole world to match: botanical-style illustrations, eccentric vegetable characters, their individual profiles, and a resident expert named Livingstone R. Rabbit. The tone was more field guide than supermarket, which gave the range a distinct identity and made discovering an unusual vegetable feel like part of the fun.
That world extended into recipe books created with an Australian chef, seed-embedded cards, “Magic Tickets,” packaging, and a writing system that held the whole thing together. It was strange, specific, and very far from what grocery marketing looked like at the time.
This delightful approach worked. More than 40,000 Hatters vegetables sold in the first week, generating over half a million dollars and outperforming comparable premium launches across Coles. With less than $5,000 in PR spend, the campaign reached more than 9.2 million people.
The work went on to win a Cannes Design Lion for 360 Brand Identity, alongside recognition from Cannes, Spikes and APMA.
How to tease a new phone when you can’t show said phone. For the Samsung Galaxy Z Flip, the team revealed some features letting the phone’s personality arrive before the phone did.
As executive creative leadership I merely shaped the ambition, supported the team through development, and helped champion the work internally and with the client.
We created March On as a brand platform for DSW built around a simple truth: with the right pair of shoes, you can get over a lot.
The idea gave DSW a more confident, knowing voice across the campaign. And back when Twitter was still Twitter, we used it to intercept #FML posts with a perfectly timed reply and an unexpected discount.
Shoes can’t fix everything. But they can help.
Director team: Perlorian Brothers
#ShotbySound is a fashion project in collaboration with Daniel Johns (remember Silverchair?) and David Jones (Australian retailer). Using a customized set and telemetric-style cabling, the band was in control of 42 cameras. The cameras were triggered by their voices and instruments. With every sound from the live performance of the artists, imagery was captured, creating the first fashion and music campaign that is Shot by Sound.
Neighborly brings a network of home-service professionals together under one brand. We helped give that brand a clearer role: Your hub for home services.
The campaign centered on the moments every homeowner eventually hits, the problem that has officially exceeded your abilities. When the problem’s bigger than you, call someone who knows what they’re doing.
Across film and photography, we treated the service professionals with a little more stature than the category usually gives them: capable, human, and ready to step in.
Director: Jonathan Zames
People like cool and clean air.
Give the people what they want.
Yes, and don’t sleep on the power of a memorable URL. We created a design system to campaign the idea of descriptive domains.
Partner: Buck
European Wax Center had a polished image, but it could also feel a little “you can’t sit with us.” The assignment was to open that world up, to make the brand feel warmer, more inclusive, and still every bit as desirable.
We made Revealing You less about a big campaign conceit and more about a feeling: a group of women on holiday, completely at ease in their own skin. The product story was there, but the mood did most of the work.
Also, the client really wanted to go to Rome. Happy to oblige.
Some appliances aren’t yet ready to die. People can be hasty to replace but Mr. Appliance knows when it’s time to put them out to pasture.
The real estate market in New York is bullshit and we all know it.
Localize is a platform committed to telling the truth about a home, good, bad, or otherwise.
Naturally, we turned to vandalism to stand out. The MTA was not appreciative of our efforts.
While neuroscience shows girls' brains develop ahead of boys, this advantage is not maintained through life, with women too often falling behind. ANZ Bank wanted to take an active role in the fight for equality. We launched a range of initiatives to inspire, educate and assist women. ANZ is also encouraging other organizations to explore what they can do to help build an equal future.
We partnered with award-winning Director Jane Campion to highlight the need for systems to better support women.
AdNews Ad of the Year 2016
Blame It On The Shoes was our excuse to give DSW a slightly more fashionable, slightly more unhinged point of view.
The :15s caught people behaving in ways they could plausibly blame on a very good pair of shoes.
Naming, tone, and brand development for Il Makiage’s latest skincare line.
