Vans – Global Creative Reset (E-Commerce Imagery Overhaul)

Creative Director

As Creative Director on this job I led a complete reimagining of Vans’ e-commerce platforms photography, transforming everything from PDPs and PLPs of footwear, accessories, and on-body imagery. The goal was to move away from static, formulaic presentation and introduce motion, character, and a raw streetwear sensibility that felt current and alive.

We elevated casting by bringing in more diverse characters, different body types, sizes, and personalities, while layering outfits in a way that gave models energy and authenticity. Working with legendary photographer Matt Jones and team, we reshaped the look of on-body photography, adding movement and dimension. Footwear and Product shots were reshot with new angles, and a fresh lighting strategy that created cohesion across categories. Apparel product photography was rethought to feel more three-dimensional, showcasing drape and texture instead of flat laydowns.

The 10-day shoot took place in a warehouse in DTLA, where we captured video, stills, and product photography simultaneously. Both inside and in surrounding areas , we built sets for each need helping to create assets beyend the white backdrops. This streamlined process and gave more opportunity for "BTS" type content, combined with new pre-production and post-production standards, ensured consistency in background tones, lighting, and scale. The result is a bold new visual direction that resets the standard for Vans’ e-commerce presence—one that will likely influence how other brands approach online retail in the years ahead.

Vans Global Campaign – Worldwide Rollout

Photographer/Art Director

For this Project, Vans flew me to Bangkok to photograph three of their most prominent global ambassadors: Irene Kim, the fashion icon from North Korea; Beatrice Domond, the skateboarding force from New York; and Little Simz, the acclaimed UK music artist. This was Introducing their newest style the KNU SKOOL

The campaign imagery was designed to merge fashion, skate, and music cultures under the Vans lens, highlighting the brand’s global reach and diverse creative community. My approach drew directly from my background as both a skate photographer and fashion photographer, combining long exposure with flash pops to capture dynamic motion, rhythm, and energy. This technique, rooted in skate photography, brought a sense of authentic action and intensity rarely seen in high-fashion campaigns, helping bridge the two worlds.

Worldwide Presence

The final assets reached a truly global scale. The campaign appeared across:

• Billboards and OOH murals – full side-of-building painted walls in New York, including Times Square placements.

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Photographer/Art Director

Shot over three days with a cast ranging from kids to adults, this series layered multiple outfits and playful scenarios. Dynamic lighting setups kept every frame fresh, later clipped and collaged with product and scenery to create a vibrant, chaotic holiday universe where shoes became stages, props, and even obstacles.

Phtotgraphy / Art Direction

I had the opportunity to Photograph / Art direct the launch of the Vans Zahba Zion Wright colorway, working closely alongside Creative Director Joe Edelman. The shoe was more than just a performance model — it carried Zion’s personal story from his hometown of Jupiter, Florida, with design details like a planet Jupiter embroidery, a pull tab reading “V VI I” (561, his local area code), and a space-dust speckled midsole. My role was to translate that narrative visually, highlighting both the technical aspects of the new ImpactWaffle™ platform and the emotional storytelling that made this colorway feel connected to Zion’s identity.

The shoot included studio hero images of Zion holding stacks of Zahbas, detailed closeups that showcased the outsole and material construction, and community-focused shots tied to the NYC launch event at Skate Space 198 with the Harold Hunter Foundation. Working with Joe Edelman, we pushed for visuals that balanced authentic skate energy with premium product storytelling — letting Zion’s personality lead the campaign while ensuring the shoes themselves felt like the centerpiece. It was a project that blended my love of photographing footwear with the collaborative energy of telling a rider’s story in a way that resonated with both skate culture and Vans’ broader audience.

Puma x RipNDip

Photography / Art Direction

For this collaboration between Puma and RipNDip, I handled lighting, photography, and art direction across two distinct custom-built sets. One set was designed as a surreal fantasy world, while the other recreated a home environment filled with oversized cartoonish props from both Puma and RipNDip. These playful, immersive spaces set the stage for a collection that merged both brands’ visual identities.

I approached the project by shaping bold, stylized lighting schemes that emphasized the whimsical energy of RipNDip’s characters while keeping Puma’s product at the forefront. From wardrobe to sneakers to accessories, every shot carried a consistent tone that felt imaginative yet grounded in fashion.

While a separate team produced the accompanying campaign video, I was able to lend my on set to help unify the look and feel between the stills and moving image. RipNDip’s mascot, Nermal the Cat, even made a surprise appearance, tying the campaign together with a strong dose of humor and character.

Soylent – “Eat on the Train” Campaign

Photography/ Creative direction / Producer

For Soylent’s expansion into 7-Eleven and other major retailers, I produced, directed, and photographed the “Eat on the Train” campaign—an offbeat, pop-colored series staged inside a rented Paramount Studios train car. I cast 15 unique models, each styled as exaggerated characters eating outrageous meals on their commute: lobsters, pancake towers, giant subs, even a full Thanksgiving turkey.

The production included both still photography and a video sequence that panned down the train, revealing each character in order. The work launched across multiple channels: digital screens in the New York subway, mobile placements, and outdoor media including wheat-pasted posters and billboards in New York, Los Angeles, Seattle, and Canada. Later, the campaign extended internationally, appearing on buses and public placements in London and beyond.

The result was a bold, tongue-in-cheek visual series that positioned Soylent as the complete, convenient meal alternative—playful, disruptive, and impossible to ignore.

Photography / Art Direction

I Photographed this FTP lookbook in my former studio in Los Angeles, keeping the setup minimal on white so the focus stayed on the collection and the people wearing it. Professional skateboarder Antwuan Dixon brought his signature presence, and Fredo Santana gave the shoot a weight that still resonates ....We miss him. It was a great day with two gentlemen who defined the tone of the project.

Photography / Creative Direction/ Producer

For my second collaboration with Creature, I photographed the Creature Babes 2016 Calendar, featuring twelve different models across a full year of imagery. The project expanded beyond the calendar into a full product set: two limited-edition skateboard decks, three grip tape graphics, and a supporting T-shirt release.

The art overlay was created by Todd Bratrud, whose work brought an illustrative edge to the photography. The boards and grip tapes also found a second life through appearances in skate video games, giving the imagery cultural reach beyond the core products. The calendar itself sold out, rounding out a bold, limited-run collection that combined photography and illustration into one cohesive series.