Creative Direction

Executive Creative Director | Initial Design Direction 

Teaming up with VMLY&R on their latest XPS spot. Tasked with showcasing diverse ideas of 4 unique individuals using the Dell XPS to express each persons "Passion". 
I worked closely with the team to ideate the visual language, bringing direction to the table as well via the "Sneaker" section, it was truly a pleasure to have everyone working so intuitively towards the main goal. 
Working closely with my team of animators to showcase through RnD how these "Passions" behaved in motion. Ultimately complimenting the overall brand and aesthetic of XPS. 

I created / edited the Design Process Reel above to showcase clearer efforts and my favorite aspects of the creative process for this project. 

Design Process :