Art direction
Art direction begins with an idea. My role is to find the visual expression that brings it to life. Every creative decision—from concept to imagery, illustration, typography, composition, and motion—should spark curiosity and give ideas a visual voice that connect with the audience.
Campaign ecosystems
The strongest campaigns don't feel like a collection of assets—they feel like one connected experience. The images above are from McKinsey key sustainability full-funnel campaign, Beyond Why to How. I partnered with the creative director to develop a flexible visual system that gave the campaign a distinctive identity while enabling creative teams to extend it easily across digital, social, events, and web.
Hero art direction
Allianz case study artwork (view animation)
Reckitt case study artwork (view animation)
Blackstone case study artwork (view animation)
I art directed the hero art examples above that were created for key case studies showcasing McKinsey’s work with some of its most recognizable clients. Each was developed to capture the defining idea behind the story through visual metaphor. I developed the foundational concept and, working with an animation vendor, brought each idea to life through still imagery and motion.
Paid & organic social
The best social creative respects both the audience's time and attention. These examples were designed to communicate a clear idea in just a few seconds through thoughtful hierarchy, bold composition, and purposeful restraint. Every element was considered to make complex ideas feel approachable and worth exploring.