Creative Direction / Design / Brand Strategy / Video / Photography
At Ponsse North America, I led creative efforts across design, video, and digital marketing projects, helping bring the brand to life through a wide range of content and campaigns. I worked closely with teams across North America while also supporting the broader goals and marketing initiatives of the global Ponsse organization. A big part of my role was developing compelling content around heavy forestry equipment and large-scale machinery, capturing these machines in real working environments through photography, video, motion, and storytelling. I became very experienced in planning and producing shoots around large equipment in demanding outdoor conditions, creating content that highlighted machine performance, operator experience, durability, and innovation in a way that felt authentic and engaging for customers and dealers alike.
Creative Direction / Video / Photography
For the 2025 Mack Trucks calendar production, I contributed to a large-scale content campaign centered around the customers, trucks, and hardworking businesses that represent the brand. We built and coordinated an extensive multi-location production schedule, traveling across North America to document selected owners and operators in authentic work environments. The shoot focused on capturing cinematic photo and video content of heavy-duty trucks in action, while also telling the personal stories behind the people who drive and rely on them every day. The project demanded strong collaboration, flexibility, and hands-on experience working around active job sites, large equipment, and fast-paced production timelines.
Role: Photographer, Creative Director & Project Lead. Additional photographer: Dave Jackson
Creative Direction / Video / Photography
For the 2024 Mack Trucks calendar production, I was part of a large-scale content initiative focused on showcasing the stories, trucks, and businesses behind the brand’s customer community. We developed and managed a detailed multi-location production schedule, traveling throughout North America to visit selected owners and operators in their real working environments. The project involved capturing both cinematic and lifestyle-focused photo and video content featuring heavy-duty trucks in action, while also highlighting the people behind them and the pride they take in their work. It was a highly collaborative production that required strong planning, adaptability, and hands-on experience working around large machinery, active job sites, and fast-moving production schedules.
Role: Creative Director & Project Lead
DOP: Dave Jackson
Creative Direction / 3D animation / CGI Development
Worked alongside Mercury Marine to develop compelling 3D renders and animations that told a story about their newest global engine launch – the V10 Verado 350 and 400 outboards. The team provided complex storyboards, animation ideas and executed all 3D product renders for the project. Role: Creative Director & Studio lead
CGI Lead: Askflo LLC
Creative Direction / CGI Management / Design / Brand Strategy / Video / Web Development
I directed the creative vision and managed the full production process for two fully CGI-based brand films created for SMG, while also leading the creative development of a new website launch for the company. The brand films were developed entirely from original 3D scenes and motion graphics, pushing cinematic storytelling to help explain SMG's AI-driven technology platform and service capabilities in a visually engaging and approachable way. The website work ran alongside this effort, extending the same creative thinking into a digital experience that gave the brand a cohesive and polished presence online. I collaborated closely with both the client and our internal team across all of these initiatives, from concept through final delivery, overseeing creative development, production coordination, and overall execution to ensure everything worked together as a unified body of work.
CGI Lead: Askflo LLC
Creative Direction / Design / Brand Strategy / Video Production / Photography / Web Design
For Mystic Powerboats, I led creative work across design, photography, video, and digital content, helping shape and elevate the brand's identity within one of the most aspirational segments of the marine industry. Mystic is defined by a rare combination of racing heritage, cutting-edge technology, and uncompromising luxury, and my role was to bring that story to life for a discerning, high-end clientele.
A significant part of my work involved producing content on open water, capturing the performance and elegance of these machines in real conditions and translating that into visuals that felt as premium as the product itself. Through consistent creative direction across campaigns and digital touch points, the work helped establish Mystic as one of the most recognized luxury boat builders in the industry.
Role: Creative Director
Creative Direction / Brand Development / Design / 3D animation / CGI Development
At Mercury Racing, I played a key role in evolving one of the marine industry's most iconic and performance-driven brands, helping to firmly establish it as the recognized leader in engine performance. My work spanned the full creative spectrum, from hands-on design and art direction to long-term brand strategy and development. I led and contributed to a wide range of initiatives, including a comprehensive 2022 brand refresh, social and launch content, a 50th Anniversary visual exploration, and various global marketing efforts that extended the brand's reach and influence across international markets. As Creative Director, I worked closely with cross-functional teams to ensure every touchpoint, whether a product launch campaign or an anniversary milestone, reflected the precision, power, and prestige that Mercury Racing stands for.
CGI artist: Luke Wittig
Creative Direction / Video / Photography
Coastal Waste & Recycling added its first battery-electric refuse vehicle, the Mack® LR Electric model. Coastal is not new to the Mack brand. The privately owned solid waste and recycling company, which is headquartered in Boca Raton, Florida, has 25 locations in Florida, Georgia and South Carolina and operates more than 700 vehicles, with more than half of them being Mack models. The goal of this production was to capture the new LRE being introduced to Coastal’s fleet – on the job and ready to work.
Pompano Beach, FL
I led the creative direction, project management, and full 3D production pipeline for a confidential CGI campaign supporting the launch of a new Mack Trucks vehicle ahead of its public debut. Using engineering CAD data, we created a teaser campaign and cinematic hype video for a national dealer meeting nearly a year before the product reached the market. I oversaw the project from concept through final delivery, managing visual development, production workflows, and cross-team collaboration to deliver launch-ready content under tight timelines and confidentiality.
CGI Lead: Askflo LLC
Creative Direction / 3D animation / CGI Development
When Carbliss launched a new partnership with the Detroit Red Wings, they needed creative that could hold its own in one of hockey's most iconic arenas. As Creative Director and Studio Lead, I directed the development of CGI and 3D product animations designed to run across a range of high-visibility placements at Little Caesars Arena, including digital dashers around the ice, menu boards, and large-format arena displays. The creative challenge was about more than just putting a product on screen. It was about capturing fan energy and stopping attention at the point of sale in a loud, fast-moving environment. We approached the work with that in mind, developing animations that felt dynamic and polished enough to stand alongside the intensity of a live game.
CGI Lead: Askflo LLC
Creative Direction / CGI Management / Design / Brand Strategy / Video / Photography
Using engineering CAD data, we created a series of high-end CGI visuals and motion content for Mercury Racing propellers that highlighted the precision, craftsmanship, and performance behind each product. The content focused on dynamic cinematic movement, detailed material rendering, and close-up visual storytelling to showcase the level of engineering and hand-finished quality that defines the Mercury Racing brand.
CGI Lead: Askflo LLC
Creative Direction / CGI Management / Design / Brand Strategy / Video / Photography
The H7 Harvester Head launch for Ponsse was one of the most involved and rewarding projects I led. I directed the creative vision for the entire campaign, overseeing the process from concept development through final delivery. The launch debuted at the FinnMETKO trade show in Finland and combined high-end CGI visuals built from CAD data with live-action video captured around the machine in operation.
My role included leading creative direction, managing production workflows, coordinating with internal and external teams, and handling post-production to ensure the final campaign felt cohesive, cinematic, and technically accurate. The project required balancing the precision and engineering detail of the H7 head with storytelling that showcased performance, innovation, and operator experience in a compelling way. Working on a global product launch at this scale strengthened my experience producing content around heavy equipment and industrial machinery, while collaborating closely with both North American and international marketing teams to bring the campaign to life across multiple channels.
CGI Lead: Askflo LLC
Creative Direction / 3D animation / CGI Development
In partnership with Trek Bicycle, I led the creative development of a campaign built around compelling 3D renders and animations that brought their newest global product launch to life. The project centered on the Madone 7 SLR road bike, and the goal was to go beyond simply showcasing the product. We focused on crafting a visual story that communicated the bike's performance, design, and engineering in a way that felt cinematic and emotionally resonant. As Creative Director and Studio Lead, I guided the team through concept development, 3D production, and final delivery, ensuring the work met both creative and strategic goals for a launch of this scale. The campaign went on to earn a National Addy Award, a reflection of the craft and storytelling that went into every frame.
CGI artist: Luke Wittig
Creative Direction / CGI Management / Design / Brand Strategy / Video / Photography
I led the creative direction and production development for the launch campaign of the Mercury Racing 60 APX outboard engine, creating high-impact teaser content ahead of the product’s public debut and before a physical product existed. Working from early design and engineering assets, we developed cinematic CGI-driven visuals and launch content designed to build excitement and anticipation within the performance boating market. The project required close collaboration across teams to translate technical concepts into compelling visual storytelling while managing production workflows, timelines, and the overall creative vision from concept through final delivery.
Creative Direction / 3D animation / CGI Development & Management
I worked closely with Morning Walk to develop a series of CGI brand visuals supporting OPTIMA Batteries and their updated brand identity. The project focused on creating bold, cinematic visuals that reflected the brand’s high-performance positioning, durability, and engineering-driven approach.
Using the updated logo and brand elements as a foundation, we created a short storytelling piece that combined tight details, textured macro shots, and wide cinematic reveals of the full logo system. My role focused on guiding the visual direction and helping shape a cohesive piece that felt premium, performance-driven, and aligned with the updated OPTIMA brand.
CGI Lead: Askflo LLC
Creative Direction / 3D animation / CGI Development
Working closely with Trek Bicycle, I directed the creative production of a 3D render and animation project built around the launch of their Velocis helmet. The work required thinking carefully about how to translate a highly technical piece of gear into something visually engaging and story-driven, highlighting the helmet's aerodynamic design and engineering in a way that felt fresh and premium. As Creative Director and Studio Lead, I was involved at every stage of the project, from early concepting and art direction through final 3D production and delivery.
CGI Lead: Askflo LLC
While working on the Kohler Hospitality account, I led the art direction and visual development for a series of concept-driven campaign executions created for an “Outrageous” brand campaign supporting Kohler Hospitality and The American Club. Partnering closely with the Associate Creative Director/Copywriter, we collaborated to ideate and develop bold, story-driven concepts designed to elevate the luxury, personality, and unique experiences across the hospitality portfolio. My role focused on shaping the visual direction, refining campaign aesthetics, and bringing the concepts to life through polished executions that balanced high-end branding with imaginative, attention-grabbing creative.
Creative Direction / Design / Brand Strategy / Video / Photography
Creative Direction / Video Production / Drone Production / Photography
One of the more unique projects I led at Ponsse focused on the company’s FFE (Fire Fighting Equipment) expansion. Built from Ponsse’s forestry forwarder platform, the FFE system was designed to carry water into remote terrain throughout the Pacific Northwest to support wildfire operations and assist firefighters on the ground.
I led the creative direction and production process for a video campaign that highlighted the machine’s control, maneuverability, and performance in real working conditions. My role included concept development, production planning, directing the shoot on location, and handling post-production to create a piece that felt authentic and grounded in the realities of the job.
Creative Direction / 3D animation / CGI Development
Partnered with Trek Bicycle to develop compelling 3D renders and animations that told a story about their newest global product launch – the electrified Domane+ SLR road bike. Role: Creative Director & Studio lead
CGI artists: Luke Wittig / Isaiah Bednar
Creative Direction / 3D animation / CGI Development
Partnered with Trek Bicycle to develop compelling 3D renders and animations that told a story about their newest product launch – the Ballista helmet. Role: Creative Director & Studio lead
CGI artist: Luke Wittig
Creative Direction / 3D animation / CGI Development
Worked alongside Mercury Marine to develop compelling 3D renders and animations that told a story about their newly launched electrified outboards – Mercury Avator. The team provided animation ideas and executed all 3D product renders for the project. Role: Creative Director & Studio lead
CGI artists: Luke Wittig / Isaiah Bednar
Creative Direction / 3D animation / CGI Development
Partnered with Navico Group (Brunswick) to develop compelling 3D renders for a relaunch of their Simrad NSX product. For this project, we sourced VO talent, stock music and directed/produced the entire launch video – including storyboarding. Role: Creative Director & Studio lead
CGI artists: Luke Wittig & Isaiah Bednar
Creative Direction / 3D animation / CGI Development
Partnered up with Fives to develop some 3D renders and animations that demonstrated how their VTM-1600 machine operated. It’s difficult to safely get a camera inside of a working machine, so CGI was going to provide the best result to tell this operation story. The team provided animation ideas and executed all 3D product renders for the project. Role: Creative Director & Studio lead
CGI artist: Isaiah Bednar
