OVERVIEW — RŌKA SNOW GOGGLES RŌKA entered the snow category for the first time in 2025/26 with the launch of a new performance snow goggle—an expansion that required both technical credibility and a clear expression of the brand’s performance DNA. I helped lead the creative end to end, from collaborating on the launch strategy and […]
OVERVIEW — RŌKA EYEWEAR As RŌKA entered its 10th year and beyond, the brand faced an opportunity to evolve while staying true to its reputation for high-performance products. The goal was to ensure the branding and marketing reflected the same precision, innovation and forward momentum found in the products itself. I led the brand away […]
OVERVIEW — BASE LAYERS CAMPAIGN This campaign explores the base layer as an everyday essential—on the trail, on the slope, and in daily life—showcasing Smartwool base layers as a versatile foundation designed for any environment. My role spanned the full creative workflow, from on-set video direction through the design of campaign advertising, helping shape a […]
OVERVIEW – DIGITAL (UI/UX/INTERACTIVE) In a crowded digital landscape, each of these projects was crafted to create space to breathe and guide users through a thoughtful experience. Every project began with a deep understanding of the story it needed to tell and the way users would interact with it—whether through motion, content hierarchy, or subtle […]
OVERVIEW — WHAT MATTERS Challenged with creating a digital experience that could capture Smartwool’s ambitious brand goals and the smaller, meaningful moments that contribute to them. I designed and built a dynamic site that communicates big-picture progress while seamlessly weaving in seasonal stories and campaigns. Allowing users to engage with the brand in a way […]
OVERVIEW — VARIOUS WORK This is a collection of work that didn’t quite make it to the finish line—or was created purely for the joy of making. While some might hide the concepts that never got bought, I believe these pieces deserve their moment. Each one represents real thought, experimentation and a lot of creative energy. […]
