We had asked ourselves what is missing from the world of LEGO... and then we asked ourselves how can we cover it in one campaign. This concept explores in-depth marketing strategies demonstrated through a case study video that we had produced entirely independently. Our final deliverable was a minute and 27 second animated explainer video that we designed and executed over the course of 14 weeks.
Use Your Voice is a motion graphic animated art manifesto shaped through an immersive creative process. Every element, from typography to movement, was carefully designed to reflect the energy and rhythm of artistic expression. The animation process combined structure with spontaneity. Key frames were mapped with precision, while motion evolved organically to match the weight and cadence of the words. Layer by layer, shapes, text, and transitions were refined to ensure that every movement reinforced the manifesto’s call to challenge, inspire, and create. From initial concept to final render, Use Your Voice was built with passion and discipline. The project embraced experimentation and the pursuit of something unforgettable.
Applying pressure! Flexing some creative muscles with some in-depth marketing strategies and how they apply to commercial production. Throughout the course of this project, I had to manage a large group of people to create this elaborate club scene while still maintaining focus on the product.
Staying loud and clear. I can confidently say that there really isn't a more efficient way of grabbing someones attention. Taking a look at real life stories of discrimination and prejudice, we can show audiences what racism feels like outside of macro aggressions. This print PSA campaign project was photographed and designed by me.
We are Beautiful People. For anybody wondering, I had started this within my second year. It was initially a Christmas present to my friends at school. I figured a nice headshot was something we all could use. Being the art student that I am, I wanted to bring in a some character to the portraits so I took them on 35mm film. Portra 400 on a Canon AE-1, for anyone curious. That first year, there were only 15 people and I was in the studio for just 3 and a half hours. People had come in small groups and it was lovely seeing how people helped each other smile and be comfortable in front of the camera. It wasn’t until I went to post the photos that I decided to add the headline 'Beautiful People’. I wasn’t expecting it to be so well received with people referring to it as the “Beautiful People Series”. Slightly more than a year had passed, and I figured people were looking to update their headshots. This brought us to “Beautiful People Vol. II”. I chose to sustain the “Beautiful People” title, defining the project as a series of portraits that captured the character and voice of my creative peers. The general goal remained to provide friends with free formal headshots to use in professional settings. Maintaining the same spirit of creative and artistic ambition as I apply to my academic work, I wanted for the new edition to be better than the last. I recruited Brendan Thornton, a soulfully passionate photographer and good friend of mine, to help in the studio. You can ask anybody who has worked with him; his support on any production is unmatched. That year we had extended the invite to 25 people over a studio session lasting 5 hours. Now in my senior year, it was time for my last “Beautiful People” shoot. Although it was a lot sooner than a year later, I realized it might make more sense to get people their headshots on the front end of the academic year. In keeping the same spirit of creative excellence, I had to put everything I got into this last year. I had sent out invitations back in August, roughly aiming for mid September. By the time the school year started, I had effectively reached out to all of my classmates in my contacts list. As September was unexpectedly strenuous, I had postponed the shoot until October 5th. I had also decided to recruit Andrew Iacobelli a downright dirty videographer who shares my similar interest in camera tech. Much gratitude for Brendan, Andrew and also Trinity Sutherland for the support with this shoot. What had begun as a present for a small group of friends has grown into a yearly practice of celebrating and supporting our community of creatives. The artistic spirit is a beautiful thing. To have the privilege of bringing together such brilliant minds and passionate hearts is an experience that is unmatched. This project continues to be a reminder that all of us as artists have something to contribute to the craft. In “Beautiful People Vol. III”, we had 40 people attend over an 11 hour studio session.
The development of this book was inspired by a handful of important people in my life who helped me tap into a new artistic voice in photography. Through my exploration and experimentation with medium format film, I documented the landscape of the Greater Detroit area of which I am from. All photographs were taken on the Mamiya RZ67 and scanned using the Fujifilm GFX 100s. After designing and having the text block printed, each book was then hand bound in custom cloth cases.
