GOREWEAR
Role
Producer · Location Scout · Casting · Post-Producer
Overview
In 2023, GOREWEAR set out to redefine how the brand showed up visually in the performance apparel market, specifically within North America.
Working across studio and location environments over two years, our team developed a visual system that balanced GOREWEAR’s technical heritage with a more modern, emotionally resonant approach. The campaign paired controlled studio imagery with the energy of training outdoors, highlighting the brand’s advanced material technologies while connecting with the everyday ethos of runners and cyclists.
My role involved overseeing the full production process—from budget planning, production logistics, and crew coordination through post-production management—ensuring the visual direction translated consistently across campaign assets.
Impact
The campaigns helped reposition GOREWEAR within its category, contributing to the brand becoming a top-three market performer in the technical apparel field and supporting a sales increase of over 106% over the course of the two seasons.
PAKBRITE
Role
Producer · Location Scout · Casting · Post-Producer
Overview
PakBrite’s new modular bike gear system needed helped defining a visual identity that matched the precision of the product, and content to support their launch.
Working closely with the founder, our team helped develop and produce a launch campaign that reflected the brand’s ethos—engineered, purposeful, and built to perform. The visual direction drew inspiration from sci-fi film references, resulting in imagery that felt both technical and cinematic.
My role focused on shaping the production framework behind the campaign, including casting, location scouting, and prop styling, while coordinating the team needed to bring the concept to life.
Impact
The campaign introduced PakBrite’s modular system with a distinctive visual identity that set the tone for the brand’s future storytelling.
LOTTO
Role
Producer · Location & Props Coordinator · Post-Producer
Overview
For the launch of Lotto’s Leggenda footwear and lifestyle apparel collections, we developed a visual point of view that connected the brand’s sport heritage with a contemporary lifestyle aesthetic.
Inspired by New York City’s legacy and street-level attitude, the campaign blended athletes, models, and carefully styled product moments to create a visual ecosystem that felt authentic to both sport and culture.
As creative producer, I helped support the creative direction while coordinating travel, booking crew, sourcing luxury sports cars, and managing the production process in full to ensure the concept translated clearly from idea to execution.
Impact
The campaign reframed Lotto’s heritage through a modern lens, helping position the Leggenda collection within a contemporary lifestyle context and successfully supporting the brand’s athletic launch into North American markets through Dick’s Sporting Goods.
