Directing
I direct stories with emotional clarity, visual restraint, and a deep respect for the audience.
Whether it’s a branded doc, an interactive experience, or a short narrative film, my goal is always the same: to shape performances, environments, and beats in service of something honest. I come from a writing and strategy background, which means I approach directing with story structure in mind—but I also trust what unfolds on set, on location, or in silence.
The best direction, to me, happens when intention meets surprise—and the work still feels human when it's over.
Chili's
The Electric Pickle Show
Roles: Creative Director · Director
Chili’s wanted to highlight their new house-made pickles. We wanted to make them unforgettable. After digging into the science (literally), we discovered that running an electric current through a pickle makes it light up. That was the spark—so we brought in one of Daft Punk’s lighting designers and staged a full-blown Pickle Rave.
I directed the campaign video and live activation, blending absurdist energy with high-gloss production. From sourcing rave props to timing lighting cues around glowing pickles, every detail was designed to turn a humble ingredient into a mini-cultural moment.
Narrative short + music videos
Pull
Role: Director
Pull is an improvised short film about a love triangle unraveling during a small-town tractor pull.
Shot amid a real homecoming festival, it blends raw documentary texture with quiet emotional tension—capturing passing looks, half-finished thoughts, and the strange intimacy of public spaces. It’s part narrative, part atmosphere, and entirely unscripted.
Alongside Pull, we made two music videos—Mind Eraser for Growing, and Dime Song for Luke Roberts—that share the same tone and terrain: small towns, slow burns, and the beauty of things just slightly out of reach.
You can check out the full film here.
CoffeeMate
Morning Moments Across America
Roles: Creative Director · Director · Story Producer
To launch CoffeeMate 2 Go, we created Morning Moments Across America—a branded video capturing relatable coffee moments in cities across the country.
The goal? Show how CoffeeMate 2 Go fits effortlessly into mornings of all kinds—wherever and however they happen.
I led creative development from scripting to casting to story tone, ensuring each piece felt authentic, localized, and emotionally warm. The campaign blended convenience messaging with character-driven storytelling—and resonated so well, CoffeeMate returned the following year for a new branded video series.
Toyota
Couples Swap Family Recipes
Roles: Creative Director · Director · Story Producer
For the launch of the Toyota RAV4, we built a multi-part branded campaign that blended food, culture, and everyday adventure. The series included a couples’ recipe swap video, two taste test segments, a custom Tasty cooking video, and an editorial sponsorship integrated into one of BuzzFeed’s original YouTube shows.
I provided creative oversight across the entire campaign—from story angles and talent casting to scripting, tone, and brand integration—ensuring each piece aligned with RAV4’s positioning while still feeling fresh, authentic, and deeply shareable.
