His work sits at the intersection of fashion, culture, and product — building complete worlds around brands rather than shooting straight product content. As creative director, he leads projects from first idea through final cut: concept, script, production, and post, across footwear, apparel, and lifestyle. He's a vetted director and photographer in his own right, shooting and directing the work himself when the project calls for it, and now expanding into commercial and feature directing — bringing the same instinct for tension, tone, and world-building from stills into motion.