New is everywhere.
A launch has seconds to earn attention. I find the idea that makes a product worth noticing, then build a creative world around it through concept, copy and visual direction. The goal: make new feel unmistakably ours.
a launch built for motion.
Launching Juicy Peach needed to feel fresh, bold and impossible to ignore. The campaign started with a clear concept: bring the flavor’s big peach energy to life through movement, color and confident messaging. From the pitch deck to the final email execution, every touchpoint was built around a launch world that felt playful, high-energy and unmistakably on brand.
I also contributed to this campaign by on-set art directing and styling the models.
a launch built by demand.
Yumberry’s return was rooted in real customer demand, and the campaign was designed to make that feel big. The concept leaned into the idea of a wish granted, using bold messaging, social proof and playful 3D visuals to turn audience excitement into a launch moment. I helped concept the 3D image direction and worked closely with our 3D artist to translate that world into polished final assets.
a launch built to break the mold.
Daily Greens needed to look and sound different from the category around it. I art directed the launch shoot to create a brighter, more craveable take on greens, then helped shape messaging that turned familiar category complaints like grassiness and grit into a clear point of difference. Together, the visuals and language gave the product a more ownable place in a crowded space.