SelectedWork
Strategy, positioning, and narrative for luxury brands whose next move has to add resonance, not noise. Client engagements and self-initiated studies across hospitality, fashion, collectible design, and beyond.
Client Work
Live briefs with real companies and real stakeholders. Engagements with BMW, Deloitte, and Atelier Jouffre.
BMW: In-Car Digital Experience
Brand strategy for BMW's in-car digital service ecosystem, presented to BMW executives. Currently under NDA.
Deloitte: Gen Z Investment Platform
Go-to-market strategy for a Gen Z-first investment platform: positioning, voice, and campaign direction. Currently under NDA.
Atelier Jouffre: Brand & Communications
Brand audit, social, editorial, and the collectible-design launch kit for the NYC atelier.
Studio Projects
Self-initiated studio projects developed through SCAD: positioning, narrative, and integrated campaigns for brands whose next move has to add resonance, not noise.
Aman: A Property in Patagonia
40-suite property near Torres del Paine, built on a full P&L and cost-per-key model. Presented to a senior executive at Four Seasons.
Celine: 10-Year Brand Equity Strategy
Three-step 10-year strategy built on leather goods, a public Chianti atelier, and a Triomphe artist-in-residence program.
The RealReal: Paris Expansion
Le Marais boutique and café concept, three-year P&L, and four-persona audience model for the brand’s European debut.
The Row: Fragrance Extension
Fragrance trio (R, O, W), hand-blended on sandalwood, launched through a VIP retail ritual at the original Los Angeles store.
Balenciaga: Activewear Campaign
Produced and creative-directed a short-form activewear film shot in Savannah. 1:14 final cut.
Vyne: Fine Wine Investment Platform
Fractional-ownership wine investment app. Full product model, competitive map, and go-to-market plan.