I have spent over 20 years commissioning photographers, designers, and illustrators for various projects in print, digital, and events. My journey began as the Assistant Photo Editor for Bike and Powder Magazines, where I had the privilege of working in uniquely vibrant environments that both readers and industry insiders loved and expected greatness from. These titles provided me with the opportunity to take risks, trust my instincts, and collaborate with photographers who offered a distinctive perspective. It was during this time that I developed a more thoughtful artistic taste that went beyond the boundaries of action sports.
These formative years have given me a critical understanding of what works, what is necessary, and, most importantly, what is not. With this foundation, transitioning into brand work has been a seamless process. I have honed my skills to commission art, copy, and design for a more specific customer base, aligning with the brand's voice, product positioning, and unique selling propositions. These elements serve as my guiding principles, allowing me to bring forth the highest level of creativity for fully developed global campaigns. The minimum requirement for any project is to leave a lasting impression, even on the most discerning individuals.