Jumbled Collection
Building on the company’s weekly product drop ads, I led the creative end-to-end for this theme—concepting, writing, and producing a campaign that strategically aligned product storytelling with brand identity. At its core was a long-term, multi-layered “mascot” concept designed to live within the retail environment and consistently reinforce the brand experience.
BSBL-SZN V3 – Commercial Ad
The BSBL-SZN Hoodie is a staple of BL101. For the latest iteration, the BSBL-SZN V3 Hoodie, I led the end-to-end creation of the brand and product ad—coordinating, writing, directing, filming, and editing the piece.
In a reversal of roles, I leveraged my production background to guide the Art Director—my superior at the time—toward a shared vision of a more cinematic execution. The result introduced a heightened sense of dramatic intensity designed to resonate with a broader audience.
Chase Your Dreams
I collaborated closely with the Chief of Content to translate his abstract vision into a clear creative direction—asking targeted questions, surfacing key insights, and shaping the concept through purposeful visuals. After the final edit, he confirmed, “This is exactly what I was looking for—perfect.”
For the brand’s first YouTube Select ad, I led the project end-to-end: storyboarding, writing, directing, filming, and editing. I turned an initially undefined objective into a cohesive, high-performing creative by aligning stakeholder intent with strong visual storytelling.
I also oversaw the delivery of platform-specific variations, producing multiple aspect ratios and cutdowns (16:9, 9:16, 1:1; 60s, 30s, 15s) to ensure optimized performance across all channels.
Splatter Campaign
This campaign reimagined the brand’s everyday visual identity through a fresh, elevated lens. I developed the core concept and presented three pitch directions of varying depth—ultimately leading the version the brand selected to move forward with.
I led the creative process from ideation through execution, with the Art Director acting as a key collaborator throughout pre-production and on set. I also managed casting, holding auditions and scouting talent to ensure the final execution aligned with the campaign’s vision.