Ad Campaigns & Creative Direction

A campaign is only as strong as the idea behind it. I lead creative direction end-to-end — from the first concept sketch to standing on set making sure every frame earns its place.

This means shaping the narrative before the camera turns on: what story are we telling, who is it for, and what should someone feel three seconds into the ad. Then it means being present through production — direction, styling choices, and pacing — so the final cut matches the intent, not just the brief.

What this looks like in practice

• Campaign concept development and scripting
• On-set creative direction for photo and video shoots
• Post-production oversight and color grading
• Campaigns for Google, Meta (Instagram/Facebook), and web platforms

The tools behind the craft

Great creative direction isn't about chasing every new tool — it's about knowing which ones actually serve the story. My production stack:

• DaVinci Resolve — editing, color grading, and final post-production, where a good shoot becomes a finished film
• Runway — for concept previsualization and select AI-assisted video work, when a campaign calls for visuals beyond a traditional shoot
• Adobe Creative Cloud (Photoshop, Firefly) — retouching, compositing, and static campaign assets
• Predictive creative testing tools — used selectively to sanity-check a concept's likely performance before committing full production budget, without letting a score replace creative judgment

I work with brands who want their advertising to feel like storytelling, not interruption — campaigns that reflect real cultural context rather than generic, AI-templated ad output. Technology speeds up the craft here; it doesn't replace the eye behind it.

Have a shoot or campaign coming up? Let's talk.