My story

Over the last 20 years, I’ve built my career at the intersection of culture, storytelling, and design systems — translating ideas, products, and experiences into visual narratives people actually connect with.

My foundation started in traditional Fine Art at the University of California, Santa Barbara, where I studied painting, sculpture, composition, and art history. That background still shapes the way I approach creative direction today: balancing emotion, form, restraint, and visual clarity with strategic thinking and communication.

I spent over 15 years at New Era Cap helping build product stories and creative campaigns tied to sports, music, fashion, and identity-driven culture. Working across collaborations, retail, and licensed products taught me how to create work that resonates emotionally while still scaling globally across multiple touchpoints and audiences.

Today, as Art Director at Fluidra North America, I lead creative direction across a portfolio of highly technical brands — translating complex automation systems, robotics, sustainability initiatives, and connected technologies into clear, intuitive consumer experiences. My work spans campaign development, brand systems, AI-assisted creative workflows, digital storytelling, and scalable omnichannel creative built for both consumer and dealer audiences.

What drives me most is the challenge of making complexity feel human. Whether it’s a technical product, a cultural collaboration, or an emerging technology, I’m interested in building creative systems that simplify ideas without removing their depth — creating work that feels intelligent, emotionally resonant, and culturally aware.

I’m especially inspired by the evolving relationship between creativity and AI, and how technology can amplify human expression, storytelling, and connection rather than replace it.