The creative idea for the launch of Pixel 6, was inspired by the Material You — the new, highly customizable user interface.

Since Material You embraces emotion and personalization we set out to visually convey the many ways new Pixel phone can become an expression of individuality.

The universal medium of collage was chosen as the technique effective in stills and motion. We've tested it on a series of short vignettes tailored to the different styles, color palettes and objects inspired by diverse group of social influencers.

The collage concept was refined in partnership with Marco Vannini.
Photography shot by David Urbanke with motion by Studio Payne and FOUND Studio.

In Spring of 2022, I led a lifestyle photo shoot in support of the launch of the all new Pixel Buds Pro - a premium line of earbuds from Google.

Pixel Buds Pro are loaded with helpful features: active noise cancellation, transparency mode and a built-in Google Assistant to name a few.

We followed three inspiring artists and creators based in Mexico City: renown architect Javier Senosiain, furniture designer Mark Grattan and a poet, an art curator and a mom Su Wu through their busy day balancing work, family and quiet moments of inspiration or reflection with a little help from Pixel Buds Pro.

This project was a result of close collaboration with Chicago-based photographer Marcus Smith with support from Anecdote Casting and cinematography by Zach Sky.

Creative direction of Google Hardware’s Sustainability page.

Close collaboration with Industrial Design team under Ivy Ross’ leadership, Chief Operating Officer, Ana Corrales and CSR team to bring this critical initiative to our customers.

Leading the content strategy workshop resulting creation of the story of the Life of a Product from its inception in Mountain View, to its global journey through manufacturing and supply chain to the social impact it has on communities around the world. We wanted to maintain an informative yet humble tone showing the aspects of the problem we didn’t intent to create alongside with remedies in form of clean energy initiatives, using recycled materials, building products for longevity, reparability and reducing waste.

The Google Hardware initiative is supported by and it exists in conjunction with the greater Google Sustainability commitments.

Photography / Sam Kweskin
Video / Ismail Shallis
Agency / HUGE Oakland

Creative Direction of the Sustainability video featuring interviews with Ivy Ross, VP of Design and her Industrial Design team, Ana Corrales, our COO and Anna Meegan, Director of Sustainability for Google Hardware.

We take look behind the scenes of material science, design process and ambitions of the Hardware team to create products that are less harmful to the planet.

Photography / Sam Kweskin
DP / Ismail Shallis
Edit / NOMAD

Creative direction of our annual landmark campaign spanning across all touch points for the first party retail: from email through e-commerce to physical store (Google Store in Chelsea, NYC).

Creative direction of the photoshoot and video by Ben Pogue.

Creative direction supporting the launch of the new Nest Doorbell on Google Store and email campaign.

Creative direction of lifestyle shoot and on-device video shoot with Sam Robinson.

Creative direction of the launch of new Nest Hub on Google Store.

Creative direction of lifestyle and product photography by Sam Robinson.

Creative direction supporting the launch of the new Nest Thermostat on Google Store and photoshoot with Sam Robinson.

Creative direction for the Google Store Holiday campaign.

Leaning into the brand color palette and whimsical props to create joyful scenes starring our devices.

Lifestyle photography by Sam Robinson.

Creative direction of the Nest Audio launch on Google Store and photoshoot with Martien Mulder.

CSS Design Awards Website of the Day.

Creative direction supporting the launch of Google Nest Mini on the Google Store and the photoshoot with Martien Mulder.

CSS Design Awards Website of the Day.

Creative direction of the launch of Chromecast with Google TV on Google Store and lifestyle photoshoot with Sam Robinson.

CSS Design Awards Website of the Day.

Art direction of the photoshoot supporting partnership with Netflix and “The Crown“ to promote the launch of Chromecast with Google TV.

To empower and delight influencers, we created 400 Curiosity Kits containing memorabilia tied to Season 4 of “The Crown.” The contains of the kits were inspired by the series and the late Princess Diana memorabilia.

Creative Director: Koen Malfait
Agency: Arts & Letters

Creative direction of the launch of Nest Wifi on Google Store and photo shoot with Martien Mulder.

CSS Awards - Website of the Day

Creative direction for Google Store Black Friday campaign.

Creative direction of holiday campaign for Google Store and photo shoot with Martien Mulder.

I led all creative work on the global Father’s Day campaign for Google store, direct response banners, email and social media.

The core idea was to show dads in a candid way of connecting with their loved ones. Google devices help with capturing that moment or enabling a new experience but they’re almost secondary to the dynamic between the people.
We also wanted show to a wide range of dads (grandpas, young dads, dad couples) in a situation or environment that reflects their passion - sunroom, music space, and more.
Photography: Martien Mulder
Styling: Cynthia Hadden / Lyric Productions
Art/Copy: Basic Agency

In addition to overseeing global campaigns, CRM and DR, big focus of my role as the Creative Director on Google Store is the Connected Home portfolio including all Nest, Google Home speakers, Wifi and Chromecast.

Since being acquired by Google in 2014, Nest was operating as one of Alphabet’s bets. In 2018, Google announced that Nest will be joining its hardware division.

I oversaw the migration of all Nest-related product pages from Nest.com to the Google Store from the creative/design standpoint.

The goal was to move the content for a total of 300 pages for 12 products, translated into 23 languages in less than 6 months. My focus was to ensure elegant transition of the core overview pages into a new, unified design system while refreshing visual assets and minimizing copy changes to avoid delays. This was truly a labor of love between highly cross-functional teams: creative, engineering, strategy, product marketing and production.

We executed flawlessly, without escalations and within a tight deadline - just in time for the 2019 Google I/O announcement. 

Creative Lead, Interactive
Creative and art direction of the global Black Friday campaign.
Responsible for all creative touch points: teaser and campaign videos, website, emails and all social posts.

Photography by Matthew Williams.
Styling by Hilary Robertson.
DP: Tristan Sheridan
Produced by Jake Mills Production.
Original sound by:
White Noise Lab
Greg Wyser-Pratte

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Creative Lead, Interactive
Responsible for design work on Nest.com, email and support of digital campaigns.
Led all new product sections supporting the launch of Nest Thermostat E, Nest Hello doorbell, Nest Lock, Nest Cam Outdoor IQ and Nest Security System.

Art direction of photo shoots for Nest.com and illustration for email.

Photography by Matthew Williams.
Illustration by Jay Quercia.

Art Director for Google Brand Studio

Marketing campaign to support launch of the new Google Earth.

The challenge:
Promote the mobile-friendly and completely reimagined Google Earth.

Solution:
We focused on Voyager, the new storytelling feature and partnerships with BBC Earth, National Geographic, Sesame Street and more.
The new Google Earth is filled with opportunities to discover new places and experiences that will change your mind. This ability to shift perspective was at the core of our direction - to show the new Earth in a dimensional way and showcase the fascinating stories to be accessed, now with mobile phone.

My role:
Art direction of social media launch, ideation for the overall campaign. creation of the Earth Wall - collection of 180 satellite images for the launch event at The Whitney Museum of American Art in New York.

Property of Google Brand Studio and Google Earth.

Art Director for Google Brand Studio

Poster design for National Geographic photographer, Corey Arnold.

Property of Google Brand Studio.
All photographs by Corey Arnold.

CREATIVE DIRECTION / PRODUCT DESIGN

With access to millions of singers worldwide, StarMaker is building a new talent platform. The app serves as a discovery tool and the combined power of music industry network, digital tools and cleared music rights  and digital tools allows StarMaker to identify and elevate the next generation of aspiring music stars.  

My role was to work closely with the executive team on a strategy to shift the perception of the brand from the leading karaoke app towards becoming a mobile platform for talent discovery. Additionally, StarMaker was seeking round B of funding and needed to envision the next stage of growth for the potential investors. 

It was imperative that we redefine and reimagine the brand. We needed to create new visual language to tell the believable story. To achieve that, I’ve art directed photo and video shoots to create a new library of custom photo assets. I’ve defined the new bold and exiting visual style codified in a Style Guide.  

The new brand has to be memorable and unique yet retain a level of flexibility allowing for integration and partnerships with pop stars and large entertainment brands such as The Voice, American Idol and more.

The contemporary tech & entertainment aspects of the brand are embodied through the visual language comprised of bold, neon colors evocative of stage lights. I've partnered with John Lee, SF-based photographer to capture models in variety of styles representative of contemporary pop icons. Low-poly pattern is often use to suggest a dynamic and timeless space behind the models. We often use photography of our users to reflect the "attainable fame" aspect of the brand. The copy tone is friendly, direct and at times playful - professional but geared towards the millenial audience. 

I'm currently leading creative work on UX & UI design of the main product (the app) as well as the website. Through a close collaboration with VPs of Product and Engineering we're focusing on elevation of the video content created by our most talented stars and offering features and tools that allow for easy creation of high quality music videos via the mobile app, available on iOS and Android platforms.

Additionally, I'm helping with creation of original video programming by collaborating with directors and DPs through residency at YouTube Space LA to assure the most effective integration of the new StarMaker brand.

CREATIVE DIRECTION / IA / DESIGN

THE CHALLENGE
Extend service beyond karaoke. Gain relevance among millennial audience. 

THE APPROACH
Focus on talent discovery and complete redesign reflecting current trends. 

MY ROLE
I led the complete design of StarMaker apps for iOS and Android platforms June - September 2015.
Up until March 2016, I led efforts to evolve the offerings and address customer pain‐points related to privacy, engagement and retention.

IDEATION PROCESS
I partnered with VPs of Product and Engineering to uncover insights and translate concepts into features that address users behaviors and motivations. 

FROM INSIGHTS TO CONCLUSIONS
1. Fulfill the premise of being "the path to stardom" for users seeking exposure and recognition:
- WATCH section to feature best video content from our users
- EXCLUSIVE PROMOTIONS & CONTESTS with multi-tiered prizes ranging from appearing in a video or a recording session with a known pop star
- PARTNERSHIPS with American Idol, The Voice, America's Got Talent to offer contest winners ability to get into blind auditions. 
- SOCIAL FEATURES to build community (likes, follow, sharing)
- STARMAKER'S ORIGINALS section promoting our top talent and their stories

2. Retain and grow the less talented/fame-driven user group
- CONTENT TAGGING/SEARCH - quick access to easy song collections
- DIVERSIFICATION OF VIDEO CONTENT - feature fun, interesting, unique users along with the very talented ones
- AUDIO/VIDEO FX - provide fun & professional video and voice filters to help users obscure themselves or elevate their performance. 
- PRIVACY CONCERNS - to combat fear, intimidation ensure users feel in control of their video content with clearly marked and easily accessible privacy settings.

EXPERIENCE STRATEGY & VISION
I created frameworks and prototypes (white boarding sessions and sketches) to share the vision, design principles and content strategy to evangelize ideas, gain alignment and drive decision making.

PLANNING & SCOPE DEFINITION
I worked closely with VP of Product and two co-founders to define the product and prioritize features based on business goals and users’ objectives for launch and beyond.

OVERSIGHT & COORDINATION
I designed across and collaborated with several platform engineers to translate product features for each platform context.

DESIGN EXECUTION
I designed for iOS and Android (phones and tablets). I executed wireframes, prototypes and design specs.

LEADERSHIP
I designed up and presented works to gain consensus from executives, advisors and many other engineering teams throughout the project lifecycle.

THE OUTCOME
DESIGN REFRESH
New esthetic aligned with current trends and appropriated for HIG and Material Design contexts. Scalable structure, clear navigation system - useful, intuitive and delightful UX leading to a feature in Essentials collection by the AppStore and “One of the Best New Apps” on GooglePlay. 

TALENT DISCOVERY
The new app offers plenty of opportunities for content consumption along with robust tools for creating high quality music video content. Engagement spiked due to new social features and contests focused on talent search with rewards such as professional video shoots, recording sessions and live performances with pop stars. Partnerships and advertising opportunities with The Voice, American Idol, Universal Pictures, Disney and more. 

HEAD OF DESIGN

THE CHALLENGE
Create live video streaming platform focused exclusively on community of music enthusiasts. 

THE APPROACH
Offer a personal, passionate and valuable experience of connecting artists with fans through live chat, tipping, digital rewards and lessons.

MY ROLE
Sole designer for web and iOS apps. Ampli.fi went from idea to live in 90 days.
Launch date: June 14th, 2016. 

Shaping product strategy and leading all design efforts to evolve the offerings and grow user base.

IDEATION PROCESS
Close partnership with co-founders to translate business goals into product strategy. Uncover insights through user surveys and translate concepts into features that address users behaviors and motivations and are aligned with business goals. Work closely with community and A&R leads to capture and address users pain points.
 

EXPERIENCE STRATEGY & VISION
I created frameworks and prototypes (sketches and wireframes) to share the vision, design principles and content strategy to evangelize ideas, gain alignment and drive decision making. Additionally, I set the visual esthetic of the brand and product design, create high fidelity prototypes.

PLANNING & SCOPE DEFINITION
I worked closely with co-founders to define the product and prioritize features based on business goals and users’ objectives.

OVERSIGHT & COORDINATION
I designed across and collaborated with front end and iOS engineers to translate product features for each platform context.

DESIGN EXECUTION
I executed wireframes, prototypes and design specs.

LEADERSHIP
I designed and presented works to gain consensus from cofounders, engineers, A&R leads and community leads.

THE OUTCOME
WEB APP
Evolving the initial static web presence focused on marketing into an interaction hub for a community of live music enthusiasts. Creating UX that could scale and support robust set of features such as multiple live streams, chat, scheduling, tipping, subscriptions, promotions, competitions, leaderboards and digital awards.
iOS APP
Defining and designing a scaled-down UX/UI focused on easy live streaming, tipping, chat and social features. 

CREATIVE DIRECTION / PRODUCT DESIGN

In preparation for round C of funding, BandPage needed to elevate their online presence and differentiate itself from other music-tech startups in the Bay Area. 

To help with differentiation, I defined and created a Style Guide reflective of brand's bold and honest approach to helping musicians connect to their fans through offering exclusive experiences. In order to elevate the brand I’ve highlighted imagery of big stars like Beyonce, Rihanna, Christina Aguilera, Justin Timberlake, Usher, Bruce Springsteen, Adam Levine who use BandPage to connect to fans in unique way.

I've emphasized company's partnerships with leading social networks and tech giants to increase confidence among members and investors. 

I've worked directly with the CEO on highlighting company's culture and ethics in order to reflect the transparency and commitment to the mission of helping musicians grow their careers using digital media.

LEAD CREATIVE DIRECTOR / DESIGNER

Multi-channeled, global campaign supporting new product launch for millenial women. 

The challenge was two-fold: to reach women while Levi's is traditionally a masculine brand and to resonate with millenials who are skeptical of traditional marketing tactics.

Additionally, the global aspect presented technological difficulties, especially with integrating mobile channels. 

We've began with extensive research and focus groups held in New York, Tokyo and Paris where we tested moodboards with several visual styles. 

Next, we set off to build a multi-channeled platform incorporating social feeds from multiple brand ambassadors, an easy ways to connect, follow and share inspiration and support with like-minded women from around the world.

This new virtual community had offline extensions - local meetups, feature at TEDWomen and performances by Zooey Deschanel and Janelle Monae. This initiative was supporting the launch of CURVE ID, new line of jeans for women.

Creative direction of the brand concept for a coffee startup.

The client was looking to differentiate in the San Francisco market overflown by high end, highly priced, gourmet coffee brands.

Since the coffee was Italian, we wanted to highlight the elements of universal appeal of Italian coffee culture in a casual, modern way. We focused on casual chic, playfulness and humor to highlight the bold flavors at accessible price. Xpressivo was positioned as an anti-hipster coffee brand - loved by your dad but cool enough for your millenial brother.

The scope included moodboards to explore various visual directions for the brand , logo design, style guide, product photography and packaging design. 

CREATIVE DIRECTION

 eBay was looking to revitalize its brand by integration of user generated content and social media. We've created a fashion contest (custom app) for fashionistas, promoting items bought on eBay, with daily giveaways, $5000 grand prize, professional photo shoot and more, enabling participants to submit their look via Facebook