Art Direction and Video Production

In the official music video for 'The Climb,' my role as the creative director, executive producer, and artist was to meticulously craft each frame. Amidst the challenges posed by the pandemic, I sought to capture the essence of resilience and freedom in the vast landscapes of the Arizona desert. Opting for the open air of the desert not only allowed for breathtaking drone shots outside Gates Pass but also provided a safe environment for filming amidst strict safety measures. Drawing inspiration from iconic films like 'Fear and Loathing in Las Vegas' and 'Natural Born Killers,' my vision and execution evoke a rebellious spirit, infusing every frame with energy and attitude. From the lively atmosphere at El Pais Motel and Campgrounds, the video is a testament to creativity thriving even in challenging times.

The collaboration ‘Find Your Adventure’ between Girl Scouts and the movie Spirit Untamed by DreamWorks presented a unique and special opportunity. The intent behind this video was to raise excitement and awareness of a big brand collaboration. The challenge lay in merging the high-end animation work of DreamWorks with still images of Girl Scouts.

In close partnership with an outside agency, I oversaw the integration of graphical elements from our new brand identity as animated frames around the photography and messaging. The spots were intertwined with significant scenes and lines from the movie that coincided with the representation of the Girl Scout images and messaging. The animation harmonized seamlessly with the movie's score, heightening the excitement of this high-level collaboration. The result was a beautiful promotion, showcasing the essence of a very unique and special collaboration, significantly increasing engagement around this initiative.

For my personal music project, 'Away From Me,' I faced the challenge of translating profound personal experiences into visual storytelling. This song, born from the grief following the loss of my father, required a delicate balance between honoring the lyrics and conveying the song's inspiration. Opting for an official lyric video, I employed animation to depict the song's narrative.

The scenic view unfolds from a rear perspective of a drive, symbolizing the journey of moving 'away from' grief. As the lyrics unfurl, they mimic passing cars, alternating between tunnel and street scenes to evoke different emotional tones. Some words are placed to reflect their meaning, such as 'high' appearing top of the screen, and 'eye' shifting angles to the street below, conveying the idea that grief can be difficult to grasp or understand fully, like trying to catch something that's constantly shifting or changing.

The result was a poignant yet powerful video that resonated with over 12k viewers on YouTube with a notable press feature for its release. It serves as a gift to its viewers—a reminder that while the pain of loss is profound, our loved ones ultimately want us to find solace and continue living.

This promotional video for the partnership between Girl Scouts and Hasbro's 'My Little Pony' for 'The Make Your Mark Challenge' presented an opportunity to create content that imparts valuable lessons on friendship and positive impact, aiming to gain new memberships and renewals. The challenge was to seamlessly blend the fantastical animated world of My Little Pony with the real-life experiences of a Girl Scout.

The strategy revolved around the question: what can a girl gain from a box of cookies? The video portrays a Girl Scout pulling items from a magical cookie box, each representing the benefits and skills acquired through being a Girl Scout. These larger-than-life items emerge from a bottomless magic box, accompanied by flickering blasts of animated embellishments, enhancing the sense of magic and excitement surrounding every pull. As the Girl Scout discovers the gains of her journey, the promo video culminates with her pulling out a mirror, revealing herself in uniform surrounded by new friends, including the flying ponies above, resulting in a significant increase in new memberships.

As seen in The Fiore Escape case study section, this video sought to convey the intensity and uniqueness of these performances, the intricate details of the experiential design, and the excitement of the city streets. Given the limitations of ground-level views, I chose to exclusively utilize drone footage to capture the dynamic essence of the event with captivating aerial perspectives.

Selecting the song 'All The Mychelles' proved instrumental, Aligning some of the lyrics with key moments throughout the video—from 'walking their dogs' synchronizing with passersby to 'taking you home' coinciding with the slipping off of my jacket—each transition was meticulously timed to enhance the viewer's experience including guitar riffs synchronized with the screen transitions, and the visual hits of the drum beats accentuating the fact that we did, in fact, have a live drummer playing in my bedroom window.


The resulting video garnered significant attention, amassing 6.6k views on YouTube. Additionally, it is serving as a compelling sizzle reel for a new potential artist grant, laying the groundwork for the next iteration of The Fiore Escape in 2024.

In collaboration with Warner Bros.' DC Super Hero Girls and Girl Scouts, the intent of this video was to create an inspiring and empowering experience that showcased the partnership between these iconic brands while highlighting the 'Cookie Pro' initiative and registration. The challenge was integrating the detailed animated characters of DC Super Hero Girls with our stylized illustrated representations of the 'Cookie Pro' girls in a seamless and visually engaging way.

To address this, I focused on maintaining a consistent illustrated atmosphere throughout the video, with vibrant backgrounds while infusing dynamic motion to evoke the sense of superheroes in action, including the girls running to a Warner Bros. studio reveal where they could win a trip.

The music and animation were thoughtfully synchronized to underscore the theme of a heroic team-up, emphasizing the message of empowerment and the ability of girls to change the world. The resulting video effectively captured the spirit of the collaboration, contributing to increased engagement and awareness of the 'Cookie Pro' initiative, resulting in a significant increase in sign-ups.