EWM 2025 BRAND CAMPAIGN
Agency: GALE
Client: Milk PEP
Product: Every Woman’s Marathon
Role: Creative & Visual Direction Across Photography, Experiential and Social
Born from the insight that milk fuels performance by hydrating better than water and helping the body recover faster than traditional sports drinks, Every Woman’s Marathon repositions milk as the ultimate partner for every kind of athlete. Launched in 2024, it became the first marathon to celebrate women of every pace, background, and body.
For the 2025 marathon, I led the creative and visual direction for the lead-up campaign across photography, social, and experiential activations. From photoshoots to film festival events, the work aimed to capture the spirit of inclusivity and empowerment at the heart of Every Woman’s Marathon. The visual language focused on authenticity over perfection, celebrating women not just as runners but as individuals showing up for themselves and for each other.
For the 2025 marathon, I led the creative and visual direction for the lead-up campaign across photography, social, and experiential activations. From photoshoots to film festival events, the work aimed to capture the spirit of inclusivity and empowerment at the heart of Every Woman’s Marathon. The visual language focused on authenticity over perfection, celebrating women not just as runners but as individuals showing up for themselves and for each other.
2025 CAMPAIGN PHOTOGRAPHY
EXPERIENTIAL & FILM FESTIVAL INTEGRATION
As part of the lead-up campaign, we activated at film festivals nationwide to introduce Forward is a Pace, a powerful documentary chronicling the first Every Woman’s Marathon through five women’s journeys.
In collaboration with Damien LeCoq and Andre De Castro
EXPERIENTIAL | ACTIVATION
Agency: Publicis NY
Client: Citi
Product: Citi Wealth
Role: Concepting + Production + Art Direction
Wealth is created when the forces that shape the world collide in new and unexpected ways.
During Miami Art Week, Citi unveiled an installation at the Pérez Art Museum that transformed magnetic fluid into a medium for human connection.
Directed by immersive artist Aramique for Citi and PXP, this experience invited attendees to interact with each other as they manipulated magnetically reactive liquid. Projections throughout the gallery amplified the striking, real-time responses.
We explored dozens of combinations: magnetic fluids, screens, glass, plastics, magnets, and software, to capture the tension and beauty of these collisions.
During Miami Art Week, Citi unveiled an installation at the Pérez Art Museum that transformed magnetic fluid into a medium for human connection.
Directed by immersive artist Aramique for Citi and PXP, this experience invited attendees to interact with each other as they manipulated magnetically reactive liquid. Projections throughout the gallery amplified the striking, real-time responses.
We explored dozens of combinations: magnetic fluids, screens, glass, plastics, magnets, and software, to capture the tension and beauty of these collisions.
FILM
Agency: Saatchi & Saatchi NY
Client: Downy
Product: Downy Free & Gentle
Role: Concepting + Production + Art Direction
Over the last decade, fabric softener sales have been slowly declining. Yet, during that time, the advertising has remained virtually the same: piles of fluffy towels, stacks of cuddly sweaters, and lots of stuffed bears. While these ads emphasize how soft they make fabrics, they never address what those fabrics are soft against—your skin.
Skin irritation is a significant problem, with over 70% of people suffering from sensitivity. Every year, Americans spend over 18 billion dollars trying to treat it.
So, instead of focusing on how soft we make fabrics, Downy decided to flip the entire category on its head and address how a problem often blamed on the skin might actually be caused by the laundry.
Skin irritation is a significant problem, with over 70% of people suffering from sensitivity. Every year, Americans spend over 18 billion dollars trying to treat it.
So, instead of focusing on how soft we make fabrics, Downy decided to flip the entire category on its head and address how a problem often blamed on the skin might actually be caused by the laundry.
But we didn’t want to do this with CGI or physical models, we wanted to prove it. So we used newly developed probe lenses, laser guided microscopes, custom build camera rigs and zoomed in—and then zoomed in even closer—to show exactly why they need Downy Free & Gentle.
We began by using a laser-guided microscope to identify the roughest everyday fabrics.
We spent three days attempting to make everyday fabrics look as cinematic as possible at an extraordinary level of zoom, all without resorting to CGI.
No CGI, no physical models, and three days of camera tests led to scenes that promise to leave the viewer feeling itchy.
FILM | SOCIAL | MUSIC PRODUCTION
Agency: FCB San Francisco
Client: Clorox | Bleach
Role: Art Direction, Production, Designer.
Before bleach saw a surge in demand in 2020, it was seen as the “nuclear option” of household cleaners—intimidating, outdated, and avoided by younger generations. They didn’t know when to use it, how to use it, or why they should. So we set out to change that.
Our goals were clear: find fresh, relevant ways for Millennials and Gen Z to use bleach in everyday life, and flip fear into curiosity.
We launched a music video that doubled as a how-to—wrapping educational content in karaoke-worthy lyrics to teach a new generation how to use our product.
Our goals were clear: find fresh, relevant ways for Millennials and Gen Z to use bleach in everyday life, and flip fear into curiosity.
We launched a music video that doubled as a how-to—wrapping educational content in karaoke-worthy lyrics to teach a new generation how to use our product.
RESULTS
RESULTS
Even with limited media support, the video took off and quickly grew to +10 million views and 4.7k+ likes on YouTube.
Our average view duration was 54 seconds! Almost everyone who saw this video decided to watch to the end.
*On Youtube, the average view duration for a 60 second ad is 7 seconds. Most advertisers are lucky to get someone more than two seconds past the ‘skip ad’ button. (Take that best digital practices!)
We also did some fun animations to support it
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What people were saying
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People liked it so much that someone actually went ahead and did
a
20 min version of it >>>
Yeah, Bleach does that...for 20 mins
20 min version of it >>>
Yeah, Bleach does that...for 20 mins
FILM
Agency: GALE Partners
Client: Diageo
Product: 21Seeds Infused Tequila
Role: Creative direction + Production
21Seeds is a women-founded tequila infused with real fruit for a bright, natural taste. With infusions like Valencia Orange, Cucumber Jalapeño, and Grapefruit Hibiscus, it stands apart by using real ingredients instead of artificial flavors.
The tagline “Flavor, For Real” captures more than just taste—it defines how the brand looks and feels. Our creative direction focuses on authenticity with a bold, unexpected edge, celebrating the natural vibrancy of real ingredients through their textures, colors, and energy.
The tagline “Flavor, For Real” captures more than just taste—it defines how the brand looks and feels. Our creative direction focuses on authenticity with a bold, unexpected edge, celebrating the natural vibrancy of real ingredients through their textures, colors, and energy.
