Creative Direction for Artists
I build an artist's world. Not a logo, not a color palette, not a font, the whole world. Who they are, what they sound like, what they wear, how their visuals feel, the story running through their lyrics and their visuals, what you see. I collaborate with the artist and direct all of it so it speaks with one voice, which is authentically theirs.
My background as a designer, a working musician and a certified coach means I don't put an identity onto an artist. I pull it out of them, and then I build the world around what's already true.
How I Work
The vision comes from the artist. My job is to see it clearly, sometimes before they can, and build the world that makes it real across video, visuals, styling, and story. Every piece, from a single frame to a full rollout, is in service of one question: does this feel unmistakably like them?
Building Two Worlds
For Talia, we built two distinct visual worlds that live inside the same artist. One is soft, blush-toned, old-Hollywood glamour. The other is high-contrast and shadowed, darker and more dangerous. The direction runs through everything. The color, the lighting, the styling, the mood of each frame, so that each world feels like a different facet of who she is, not a different person.
Creative direction and video, in collaboration with the artist.
For Talia Rae’s new single, we spent weeks building the visual world before a single photo was taken, then the photographer had to cancel at the last minute. I stepped in and shot it myself on my iPhone. Talia looked incredible, and the footage was genuinely good, but it didn’t match the energy we’d imagined for the song. As the creative director, I had to be honest about that: this song deserved something bigger, and we couldn’t compromise on the vision just because of a scheduling setback. So we went back in, updated the outfits, upgraded the location, and brought in a professional photographer to get the high-end editorial look the concept called for. That decision is what set up the actual shoot day, where the real vision finally came together.