Driving
Culture
Some of the most rewarding work I've done has been helping heritage brands find their place in the present. Rather than reinventing what makes them special, I look for the timeless qualities that built their reputation and express them in ways that feel relevant to today's audience. The goal is always the same: respect the legacy while creating momentum for what's next.
Rihanna X
Puma
The Art of the Drop
Concept and art direction for the launch of the Fenty Creeper, the groundbreaking collaboration between Rihanna and Puma that was named Shoe of the Year at the 2016 Footwear News Achievement Awards. Built around the cultural energy of the drop model, the campaign transformed a product launch into a moment of anticipation and desire, creating a visual artifact for a release that sold out within minutes. Photographed by Mitch Feinberg, the work captured the intersection of fashion, music, and street culture at a defining moment for modern sneaker culture.
Puma Suede
50 Years of Suede
Logo design for the 50th anniversary celebration of Puma Suede, one of the most influential silhouettes in footwear and street culture. Drawing from five decades of history spanning sport, music, fashion, and global culture, the anniversary mark was created to honor the shoe’s legacy while providing a flexible identity system for a year-long celebration of 50 unique releases. The design paid tribute to the Suede’s evolution from athletic performance icon to cultural symbol, connecting its historic roots with the communities and creators who continue to define its future.
Taylor Swift
for Keds
The Power of Partnership
Creative direction for Keds' global "Own Your Style" campaign with Taylor Swift, a brand partnership that transformed a classic American footwear brand into a cultural platform for self-expression. Anchored by Taylor's personal style evolution and extended through her The 1989 World Tour activation, the campaign encouraged a new generation to embrace individuality and confidence. The collaboration became a defining moment in Keds' modern history, helping double overall business sales and generating more than 1.1 billion media impressions worldwide.
Beyoncé 4
Building the World of 4
Joining Beyoncé's creative team for the development of her fourth studio album, 4, I collaborated closely with Beyoncé and her creative directors to shape the visual expression of the project across every touchpoint. From album artwork and tour graphics to the Target partnership and DVD releases, I helped translate the album’s creative vision into a cohesive global brand experience, connecting music, fashion, and visual storytelling at an iconic moment in her career.
Sights for
Ears
A Shared Creative Language
Collaborating with some of music’s most influential artists, I have helped translate their creative visions into compelling visual experiences. From album packaging for Pharrell Williams to album concept development with Herbie Hancock, these projects were built through close creative partnerships rooted in trust, storytelling, and a shared passion for craft. Each collaboration brought together music, culture, and visual expression to create work that extended the artist’s voice beyond the recording.
Compound X
Save the Duck
Elements of Expression
Brand identity and apparel design for the Save the Duck × Compound “7 Elements” collaboration, a capsule collection bringing together Italian vegan outerwear innovation and the cultural vision of Set Free Richardson. Inspired by the connection between nature, creativity, and self-expression, the collection translated the seven natural elements into a streetwear-driven visual language across insulated outerwear, apparel, and accessories. Working at the intersection of fashion, art, and culture, the project helped bring Compound’s mission of creative freedom and empowerment to life through a purpose-driven collaboration.
Compound
Blackstars
Beyond the Court
Creative collaboration with Set Free Richardson on the branding, design, packaging, digital experience, and launch of the COMPOUND Blackstars collection, a multimedia project celebrating the artistry and culture of street basketball. Bringing together photography by Brooklyn-based artist Anthony Geathers, limited-edition apparel, and digital collectibles, the collection transformed the spirit of the blacktop into a broader cultural platform. From identity and packaging to promotional storytelling, I helped bring Set Free’s vision to life while supporting a project that celebrated community, creativity, and the athletes who define the game beyond the court.
