Beck “WOW!” Music Video
Hired by celebrated director Grady Hall to curate the artwork and artists that brought his vision for Beck’s “WOW!” music video to life.
- Curated a roster of emerging LA and internationally recognized artists whose work was featured throughout the video.
- Collaborated with Beck and Capitol Records to develop an Instagram launch that was the platform’s first of its kind.
- Managed artist relationships, artwork licensing and production.
- Generated more than 2 million views in the first two months.
Burton Snowboards
Developed and led a cultural artist relations program spanning fashion, film, music and art, connecting Burton with influential creatives and translating cultural relevance into measurable business impact.
Drove measurable ROI through increased retail traffic, media placements, event attendance and organic word of mouth. Built relationships that strengthened brand equity and extended Burton’s reach beyond the core snowboarding audience.
Colony Magazine
Contributing Editor for the Japan-based brand’s magazine, tasked with bringing the people, ideas and creative culture of California to Tokyo.
Identified and developed major features with influential LA figures and institutions, including architect Barbara Bestor, Gagosian Gallery, and bands Mini Mansions and IO Echo.
Delivered long-form editorial and creative direction for accompanying photo shoots.
Advised on future issues, shaping the editorial vision and identifying high-level content opportunities.
Garrett Leight Eyewear
Contributed to the editorial voice and cultural content strategy for Garrett Leight, translating the brand’s California sensibility into stories across “The Spectacle” magazine, website and digital channels.
Conceived and developed editorial stories rooted in the people, places, ideas and culture surrounding the brand.
Delivered gallery guides, record store guides, artist features, DJ mixes, and deep reporting on niche figureheads endemic to the brand’s culture.
Extended editorial into digital marketing to build engagement and deepen the brand’s cultural identity.
Generic Surplus
/ Generic Man
Agency of record for communications, editorial, digital and cultural programming for Generic Surplus and Generic Man.
Directed communications for collaborations with Comme des Garçons, Mollusk, Selfridges, Mark McNairy, Ace Hotel, Steven Harrington, Thomas Hooper and OBEY.
Edited Generic MANifesto, the brand’s print magazine featuring influential voices from the creative community.
Developed and directed editorial content and social strategy in partnership with the internal team.
Created an influencer seeding program to put the brand and its collaborations in the hands of culturally relevant tastemakers.
Built media relationships and programmed press events around key product launches and collaborations.
Directed content and social strategy for cultural activations at SXSW, Record Store Day and the Ace Hotel during Coachella weekends.
Wrote, shot and directed short films for the OBEY collaboration and Ace Hotel / Steven Harrington collaboration.
Selected Press
