Tres Generaciones × Billboard
Get Up Anthems
A year-long music and culture campaign celebrating the hip-hop and R&B history of six U.S. cities through Billboard data, local artists, cultural voices, and conversation.
THE CHALLENGE
For the Chicago installment, talent scheduling meant shooting in New York while creating a visual identity distinctly different from the New York execution.
After scouting multiple locations, I recommended a raw industrial space for its depth, geometry, exposed brick, steel, windows, and layered building materials. Working closely with the director, agency, client, and art department, we transformed the raw location into the finished environment and designed an approach that allowed the full production to be captured within a roughly 10-hour window.
CAMPAIGN ECOSYSTEM
Long-form content · Social · Digital · Talent portraits · Product & cocktail imagery · BTS
CREATIVE INVOLVEMENT
Creative brief meetings · Creative development with director · Pre-production strategy · Director, agency & client alignment · Stakeholder creative development · Location strategy & recommendation · Visual approach development · Environment & production design collaboration · Camera language · On-set creative leadership & stakeholder alignment · Production oversight
Invisalign × Billboard
Brilla Conmigo
A three-part content series featuring emerging Latin artists Elena Rose, Mariangela, and Joaquina, connecting self-confidence and personal expression with their lives and music.
THE CHALLENGE
The goal was to make Invisalign feel emotional rather than clinical—using stories of creativity and self-expression to connect the product to confidence.
When the client saw the approved set on shoot day, they knew the background wasn't working but couldn't articulate what needed to change. I recognized that it was reading too flat and showed them a horizontal gradient reference. I proposed rotating the existing painted backdrop and changing the lighting approach so the blue gradually fell into shadow—creating the depth they had been looking for without rebuilding the set.
CAMPAIGN ECOSYSTEM
Three artist films · Social & digital adaptations · Still photography · BTS
CREATIVE INVOLVEMENT
Creative brief meetings · Creative development with director · Pre-production strategy · Director & client alignment · Stakeholder creative development · Visual approach development · Set/design development & approvals · Creative problem-solving · Camera language · On-set stakeholder alignment · Production oversight · Color grading
Johnnie Walker × Billboard
Voces del Futuro
A mentorship-driven content series pairing established Latin music artists and producers with emerging talent for candid conversations about creativity, careers, and the next generation of Latin music.
THE CHALLENGE
The brief called for an intimate VIP-club environment where emerging artists could perform for Ovy and receive candid feedback. The reality was a white studio and a compressed production schedule.
I developed the visual approach for agency and client approval, then worked closely with the director and creative team to shape the environment, blocking, camera language, and overall mood—transforming the space into an intimate club setting and establishing a consistent visual world across both artist executions.
CAMPAIGN ECOSYSTEM
Long-form content · Social & vertical adaptations · BTS · Product & cocktail imagery
CREATIVE INVOLVEMENT
Creative brief meetings · Creative development with director · Pre-production strategy · Director, agency & client alignment · Stakeholder creative development · Visual approach & approvals · Environment & set development · Camera language · Product integration & brand imagery · On-set creative leadership · Production oversight · Color grading