Client: MTV / Paramount Networks
Role: Creative Lead
To relaunch The Hills for a new generation, I joined Paramount’s high-impact internal team, EPIC PRIORITY. Our task was to reignite nostalgia for longtime fans while capturing the attention of Gen Z audiences—bridging eras through bold creative.
We led a 360° campaign spanning digital, social, streaming, and on-air. From polished trailers to platform-native assets and influencer-driven moments, every piece of creative was tailored to maximize relevance and reach. The campaign ran across MTV and Paramount+, with distinct formats for each audience.
To amplify buzz, we launched a guerrilla-style activation with surprise Hills-branded moments in public spaces boosting shareability and reinforcing cultural presence.
This cross-platform rollout balanced legacy with modern relevance, proving EPIC PRIORITY’s ability to deliver inventive, culture-forward work with impact.
Role: Creative Director, Designer, and Copywriter
Company: Combs Enterprises
Collaborator: Parlux Fragrances
Director: Nabil (Campaign)
While at Combs Enterprises, I led the creative direction, design, and copywriting for the launch of 3AM. A signature Sean John fragrance in partnership with Parlux Fragrances. I was deeply involved across every touchpoint, from the development of the fragrance concept and product design to the advertising, packaging, and retail experience.
Creative Concept
3AM embodies the raw, unfiltered moment when emotions surface and nothing is left to hide. The brand narrative embraced this energy—elevating it into a story of vulnerability, desire, and unapologetic truth.
Design & Packaging
I designed a sleek, translucent bottle with sharp edges and a vivid flash of red. It’s intended to feel bold, clean, and architectural. The packaging and bottle worked together as a cohesive object of desire, reinforcing the idea that even before the scent is revealed, its presence is undeniable. I also contributed to the development and positioning of the fragrance itself, helping shape the narrative around the scent’s freshness and sensuality.
Campaign
The commercial spot, directed by Nabil, extended the brand's visual and emotional tone into a cinematic expression of late-night intimacy and tension, bringing the world of 3AM to life across film, digital, and in-store placements.
Scope of Work
Brand and fragrance concept development
Bottle and packaging design
Fragrance naming, copywriting, and narrative
Campaign and advertising direction
Retail design and in-store creative
Oversight of commercial direction with Nabil
Role: Creative Director & Designer
Platform: BET Networks/BET +/Paramount +
Writer/producer- Kara Barnett
Graphic designer- Lia Strasser
Creative Director (copy)- Jerome Ford
No Limit Chronicles tells the story of Master P—his rise from independent hustle to cultural icon, and the empire he built through ownership, vision, and community. As Creative Director, I developed a visual campaign that honored that legacy by leaning into the aesthetic that fueled the No Limit brand: bold, brash, unapologetically Southern.
Creative Approach
To ground the series in authenticity and cultural relevance, I drew inspiration from early 2000s Pen & Pixel design—the legendary Southern design house behind many of hip-hop’s most iconic album covers. Gold fonts, icy textures, stacked money, and gritty gradients were intentionally exaggerated to reflect the high-energy, DIY glamour of that era. This visual language became the cornerstone of the campaign’s identity across print, digital, motion, and merchandise.
Merchandising & Cultural Impact
A major component of the campaign was the limited-edition merch drop—designed as a collector’s capsule for fans of No Limit and hip-hop history. The merch not only paid homage to the style of the era, but also gave fans a tangible piece of the movement, extending the campaign into streetwear culture.
Scope of Work
Visual concept and art direction
Graphic design rooted in early 2000s Southern hip-hop aesthetic
Custom merchandise and apparel design
Promo materials for linear, digital, and social platforms
Campaign rollout for the Chronicles docuseries franchise
Client: BET Networks
Role: Creative Director & Designer
For Ruff Ryders: Chronicles, we set out to build a campaign that felt raw, reverent, and grounded in cultural truth. Inspired by the cut-and-paste collage style of the late '90s and early 2000s, the design approach was intentionally unpolished and pulled from archival footage, personal photos, vintage stock imagery, and street materials to create something that felt organically sourced and deeply authentic.
The result was a visual campaign that felt like it came straight from the community itself—part inspiration board, part memory wall. That organic aesthetic wasn’t just a style choice; it was a strategy to reflect the grassroots energy that defined the Ruff Ryders movement.
A major pillar of the campaign was a robust merchandise push. The raw, layered visuals translated seamlessly into apparel, resulting in a series of t-shirts, hoodies, and lifestyle pieces that honored the legacy of the brand while tapping into the nostalgic streetwear revival. The key art and symbolic elements were intentionally designed with merch in mind, allowing fans to literally wear the story.
The creative concept extended to symbolic storytelling as well. Animals were used as visual metaphors throughout, like the pit bull to represent DMX’s raw intensity, or the scorpion to reflect Eve’s sharp, stylish strength. These icons helped personify the distinct energies within the Ruff Ryders family, adding an allegorical layer to the campaign.
Altogether, the campaign served as both a tribute and a time capsule. Channeling the grit, heart, and mythology of one of hip hop’s most legendary dynasties.
Role: Creative Director/Designer in collaboration With Sibling Rivalry
Objective:
Elevate the BET Awards by transforming its identity into a sophisticated, black-tie experience that honors the glamour, excellence, and cultural impact of the evening while retaining its electric spirit and core audience.
Approach:
Led the full rebrand in partnership with Sibling Rivalry, developing a unified design system that supported the vision for a more refined and cinematic BET Awards. With Kevin Hart as host, the campaign needed to strike a balance between high-impact entertainment and modern elegance.
Scope of Work:
Developed a complete graphics package for in-show broadcast and on-air rollout
Designed TV spots and promo campaigns to build anticipation
Art directed event and environmental design for a cohesive physical experience
Created out-of-home advertising and digital assets to ensure broad visibility and brand consistency
Outcome:
The rebrand positioned the BET Awards as a truly elevated cultural tentpole. The campaign not only refreshed the show's visual language but also drove significant engagement and conversion to BET+, capturing new audiences while honoring the show's legacy.
Client: BET
Role: Art Director & Designer
Motion Animator-Luis Moya
Writer/Producer- Jo-Well Paupaw
“Prepare for the hippest trip in America.” That iconic Soul Train slogan became the foundation for a visual campaign that honored the psychedelic spirit of the 1970s while tapping into the emotional and aspirational journey of the series’ characters.
Inspired by the era’s vibrant visuals and altered states, we leaned into a design aesthetic that felt immersive and euphoric expressing what it might feel like to be transported by music, ambition, and the dream of connection. Through a mix of layered textures, swirling colors, and surreal compositions, we brought the subconscious experiences of each character to life.
The campaign spanned TV promo, print, and digital executions, inviting viewers into a soulful, dreamlike universe shaped by the pulse of Black culture and the legacy of Don Cornelius who connected communities through dance, music, and bold self-expression.
AWARDS: Art Direction & Design
2021 CLIOS InHouse Design- BRONZ
2021 PROMAX Multiplatform Program Image- GOLD
Client: Double Platinum, Inc.
Role: Art Director & Designer
For the debut album of Dumblonde—the electropop duo formed by Aubrey O'Day and Shannon Bex following the Danity Kane split I was brought on to develop the visual identity from the ground up.
My role included designing the album cover artwork and logo, both of which helped define the duo’s reintroduction to the music scene. The design direction embraced minimalism with bold, edgy undertones, reflecting the group’s reinvention and unapologetic energy. The aesthetic marked a clear departure from their previous group identity, signaling a more experimental and fashion-forward chapter.
This project was an exercise in blending music, branding, and visual storytelling to support a fresh start for two seasoned performers ready to take creative control.
Client: VERSACE
Role: Art Direction, Design, Strategy, Experiential
While working with the Events team at Versace, I served as a Art Director, leading the design and development of immersive brand experiences for offline events and retail moments. One of the most notable collaborations during my tenure was the Versace x Haas Brothers partnership, where bold design and surreal art collided with high fashion.
I contributed to the creative direction, event design, and retail strategy, crafting visually compelling spaces that merged Versace’s signature opulence with the Haas Brothers’ playful, sculptural aesthetic. From fashion presentations and exclusive shopping events to window installations and branded touchpoints, I helped bring the collaboration to life through detailed, narrative-rich design.
My work extended beyond visuals—shaping copywriting, customer journey strategy, and the tone of the full branded experience—ensuring each event felt intentional, elevated, and unforgettable.
Client: Bad Boy Records
Role: Creative Director & Designer
For the release of Puff Daddy’s MMM album, I led the creative direction and design of apparel and promotional assets that amplified the album’s gritty, cinematic tone. Inspired by the raw energy of New York street hustle and the legendary Money Making Mitch narrative, the visuals fused luxury with streetwear attitude.
My contributions spanned graphic design, product design, and merchandising strategy, resulting in a cohesive brand presence across apparel drops, digital rollouts, and pop-up activations. Each touchpoint reflected the legacy of Bad Boy while reintroducing Puff Daddy to a new generation of fans through bold, design-forward storytelling.
Client: BET/Murder INC Records
Role: Art Director
I served as Art Director for The Murder Inc Story, a BET docuseries chronicling the rise, fall, and legacy of one of hip-hop’s most influential labels. I worked closely with Murder Inc Records to ensure the visuals authentically reflected the label’s cultural impact and iconic story.
My contributions included designing the key art, leading the promo campaign, and executing a refreshed logo that modernized the Murder Inc identity while honoring its original grit and legacy. From on-air spots to digital and social assets, I helped shape a visual language that captured the high stakes, ambition, and drama that defined the era.
Client: BET+
Role: Art Director/Campaign Contributor
Average Joe is a dark comedy about Joe Washington. A blue-collar plumber from Pittsburgh whose life is turned upside down when he discovers his late father stole $10 million from the Russian mob.
For the debut season, it was important to ground the series in Joe’s everyday reality and show the emotional pressure he’s under. I led the design for the logo and show title, and contributed conceptually to the overall campaign, helping to define the show’s unique tone—funny, intense, and real.
Our work focused on Joe as a family man facing extraordinary pressure, and the campaign reflected that visually and emotionally.
Key contributions included:
Show logo and title design
Campaign concepts and visual direction for on-air and digital promos
Character-focused imagery
This campaign helped position Average Joe as one of BET+’s most distinctive and grounded original series.
Client: BET/RCA Records
Role: Creative Director & Designer
I led creative for The Encore, a bold BET series where iconic R&B girl group members reunited to form a supergroup and record an album in just 30 days. This campaign was a full-circle moment, blending my passion for music branding and television into one unforgettable launch.
I developed the key art, title logo, graphics package, and full promo campaign, collaborating closely with stylists, editors, and marketing leads to reintroduce these artists with elevated style and attitude. A standout element was the branding for the newly formed group, BluPrint. A sleek identity that honored their legacy while resonating with a new generation of fans.
We extended the branding across social media, streaming platforms, and on-air promos, ensuring visual consistency and impact. This was a uniquely challenging and rewarding project, a true creative lift that celebrated talent, legacy, and style.
Season Two of GAMES PEOPLE PLAY introduces the audience to a new layer in the premise of the storyline: an elite secret society.
Deception and secrecy are the hallmarks of the campaign. Stylized S&M costuming cues the underground and scandalous lifestyle of the characters.
This campaign successfully played up sexy youthfulness of a wildly popular cast, driving anticipation for a dark season ahead.
I pre launched Sean John's 3AM fragrance through a provocative teaser campaign. The B&W imagery was leaked via social media, blogs, and wild postings (guerilla style).
CONTRIBUTION: Creative direction, Photo direction, Social strategy, Graphic design, Copywriting
PRODUCTION:
TV/Photography-NABIL
Retouching-Vision On
OOH-Power Moves Inc
Role: Creative Director
Campaign: 360º Launch
For Season Three of College Hill, I led creative direction across a full 360º campaign—ensuring we captured everything needed in a single production day. This included key art, refreshed art, social content, OOH, trailer footage, and cast pickup lines.
The cast brings their rebellious spirit to Xavier University of Louisiana—the world’s only Catholic HBCU and a top-ranked institution for Black medical school graduates. Our concept, “Unrulier Than Thou,” follows their evolution from Hollywood rule-breakers to academic disruptors.
Each scene mirrored the cast’s tension between tradition and rebellion, creating a campaign that was bold, energetic, and culturally resonant across all platforms.
While at Y&R New York my Copywriter Deanna Director and I created a Facebook application for Valentine’s Day. It helps Facebook users determine their #1 digital admirer AKA stalker. Find your Facebook Valentine here!
Cannes 2012 entry
CONTRIBUTION: Creative direction, Graphic design
PRODUCTION:
Copywriter-Deanna Director
Illustrator-Lee Trice
Digital-VML
BLACK GIRLS ROCK! is a multifaceted media, entertainment, philanthropic, and lifestyle brand that focuses on the empowerment of black women and girls.
The annual awards ceremony honors and promotes black women in different fields involving music, entertainment, medicine, politics, arts, culture, activism, entrepreneurship and other visionary endeavors.
Black G!rls Rock! 2019 will celebrate the spectrum of truth tellers who protect legacy. Using the bold militant-chic style pioneered by Black Panther and graphic designer Emory Douglas, we will validate the black female existence through a modern take on the 60’s and 70’s art movement that changed African American victimhood to one of powerful outrage.
Mr.Combs "dreamt" of his current life and lifestyle.“Don’t ask what the meaning of life is, you define it.” -DIDDY
While In the ideation phase I started to understand why Mr.Combs will alway be culturally relevant. He's always aspiring to achieve greatness which then ignites creativity, entrepreneurship, and exploration. welcoming each quality is what grants him infinite potential.
The lesson learned is that we all strive to be the boss and sit at the head of the table. It's up to us to define what that is.
CONTRIBUTION: Creative direction, Copywriting, Graphic design, Product design, Package design, Digital/Social strategy.
PRODUCTION:
Photographer-Elton Anderson
Producer/Retouching-Hillyard Productions
For the 2019 BET Social Awards I creatively directed/art directed the show package and all consumer facing assets to promote the show. Here is a recap on all of the elements including the show itself.
CONTRIBUTION: Creative direction, Art Direction, Copywriting, Set design
I was tasked with creating an exclusive Sean John watch collection for Macy's. We wanted to stay true to the ethos of the brand and center the watches around New York, the birthplace of Sean John. Throughout our branding/marketing initiatives we highlighted the premium leather and precious black stone that is found in each watch.
CONTRIBUTION: Creative direction, Graphic design, Product design, Copywriting
PRODUCTION:
Video-Mike Q
Design-Geneva
During my time at JWT I helped Rolex launch an initiative called Perpetual Planet, which harnessed the world of exploration as a testing ground for its watches. I created social content to showcase explorers of today who dedicate themselves to environmental causes.
One of the biggest franchises on VH1, Love & Hip-Hop came back with a new season in Miami. So it was perfect timing to take a fresh approach with this campaign/graphics package and take the show to a modern space. This season came it hot and the groups were reunited and thrown into Miami’s hot sexy fire.
The original cast of Martin returns for their first-ever reunion. Fans of popular nostalgic TV launched a cultural push into bingeing nostalgic ‘90s Black TV globally which prompted reboots and reunions.The relatable characters, storylines, and relationships that made this show a cultural hit are revisited and discussed by the original cast as the funny and special inside memories take center stage.
Games People Play takes place inside the high-stakes world of professional sports where everyone plays to win. In a ruthless battle for success. Season one determines what it really takes to stay on top.
Everyone Is Suspect
A few friends and I created a fully functioning interactive website back in Ad school. Enter and prepare for an awesome experience.
PRESS:
Creativity Online
AdPulp
Brandflakes for Breakfast
The Atlanta Egotist
The Creative Circus
Part of what makes pride universal is that it's always on. And just like pride, our voice destination is 24/7. So no matter what time of year it is, you can catch your favorite LGBTQ+ artists and the content they create. To show this, we can create a watch schedule for a week of LGBTQ+ shows and movies to give a sampling of the 1000s of titles that can be watched year round.
While freelancing for a short term at Weber Shandwick I conceptualized and designed an application that would help the Taco Bell consumers Live Mas (Live More). The app highlights some of the special benefits Taco Bell's new Power Menu offers along with some other cool ways Taco Bell could help everyone Live Mas.
CONTRIBUTION: Creative direction, Graphic design, UI/UX design, Copywriting
Recently I redesigned the Sean John shop at Macy's Herald Square, setting the design guidelines for all stores nationally.
CONTRIBUTION: Creative direction, Photo/Video direction, Retail design, Window design
CONTRIBUTION: Creative direction, Photo direction
PRODUCTION:
Photography-Cheryl Fox
Stylist-Chloe Lee
I launched the first fragrance under the ENYCE brand. I designed the scent, bottle, and packaging.
CONTRIBUTION: Creative direction, Photo direction, Product design, Packaging design
PRODUCTION:
Photography-Elvis Piedra
I designed Sean John's Spring 2015 Lookbook for both print and digital. Please click through and experience the collection and impeccable styling ;)
CONTRIBUTION: Creative direction, Photo direction, UI/UX design, Graphic design
Client: Combs Enterprises / EVY of California
Role: Creative Director & Designer
I led the creative for the launch of Sean John Girls, a licensed partnership between Combs Enterprises and EVY of California, a leading manufacturer specializing in girls’ and juniors’ apparel. Collaborating closely with the EVY design team, I worked hand-in-hand with both young girls and their mothers to create a product line that was aspirational, authentic, and aligned with the legacy of the Sean John brand.
From product design to campaign development, I oversaw every visual and strategic asset that supported the brand’s rollout and seasonal refreshes. With a modest marketing budget, I conceived a resourceful, emotionally resonant campaign, anchoring our brand shoot in downtown LA’s factory space and the families’ own homes. This intimate and grounded approach helped position Sean John Girls as both stylish and relatable, embodying the vision Mr. Combs originally established for the brand.
CONTRIBUTION: Creative direction, Photo direction, Digital strategy, Graphic design
The sophisticated Cuban inspired Spring 2017 line was a beautiful collection. I used Cuban top model Dion Smith to role out the line through a series of on-line/off-line activations. My minimalistic approach captured imagery that let lighting tell the story about the warmth of the cuban sun.
CONTRIBUTION: Creative direction, Photo direction, Social strategy, Graphic design, Copywriting
PRODUCTION:
Photography-Alvin Kean Wong
Stylist-Jimi Urquiaga
Studio-MILK Studios
I curated and styled HYPEBEAST'S editorial piece on Puff Daddy's essentials. Click here to read and experience the interactive product grid.
My bestie Nick and I created a game out of boredom and obsession... Press play and enjoy :)
CONTRIBUTION: Creative direction, Graphic design, UI/UX design, Copywritng
PRESS:
kotaku
While at JWT I worked on a project that would align the Millennial audience with the not so cool vodka brand, SKYY. Millennials are constantly hacking, making, and ideating. LET’S MAKE THIS A THING became the thinking behind the digital/social activation THINGernet.
I jumped at the chance to lead and produce this global tv commercial for the nonprofit organization Save The Children . This commercial sheds light on how a value is placed and determined by gender, a bridal dowry -- or worse. #ShesWorthMore
CONTRIBUTION: Creative direction, Graphic design
Sean John teamed up with the NBA and sponsored the 2015 practice game. To further support our brand ambassador John Wall we created a number of events and on court activations to seamlessly tie our brand in with the weekend and keep the crowed hyped. One being our "Diddy Style, Dress and Dribble" where audience members competed to see who was the quickest at dressing in our hookup and scoring a basket.
We also held a meet and greet at Macy's Herald Square, the flagship store. Here fans were able to meet John Wall and experience shopping the Sean John store while celebrity DJ/radio personality DJ Enuff was on the 1's and 2's.
CONTRIBUTION: Creative direction, Event strategy, Event design, Graphic design
Sean John collaborated with GQ's The Gent to curate a screening/influencer event for the critically acclaimed documentary Fresh Dressed. Sean Johns President Jeff Tweedy and Sean Combs himself are both key figures in the documentary.
CONTRIBUTION: Creative direction, Event design, Event planning/production, Graphic design
PRODUCTION:
Catering-Red Rooster
CONTRIBUTION: Creative direction, Photo direction, Digital/Social strategy
My copywriter Deanna Director, bestie Nick Schmidt and I started a creative collective under the name GANG. With GANG, we create out of the box projects that do not feel advertising(ish)
One of our many projects was revitalizing the die'ing art form of miming. We found the oldest Mime in the world Richmond Shepard and added our modern creative twist.
September 2015 issue
CONTRIBUTION: Creative direction, Photo direction, Graphic design
