Spin Master
Working at a toy company means making an abundance of magical content while keeping up with the attention span of little ones. In other words, quantity and quality are of equal importance. I’ve directed an internationally-aired TV commercial, art directed 17 more, worked on 44 web series episodes and 1 music video, developed a style guide, shot 2 lifestyle photography campaigns, designed and dressed sets, voice acted, and created a lot of instructional how-to and unboxing videos – all while wrangling adorable children.
Kinetic Sand Scents Director
How do you get people interested in scents they can’t physically smell? Through colourful animated explosions, of course.
COOL MAKER Art DIRECTOR
We put girls them at the centre of their self-expression by giving them fun tools that make it easy to create their own unique styles. I art directed TV commercials, conceptualized and created a 12-part Youtube unboxing series, created the brand’s visual style guide, and made colourful How-To videos that explain how to use Cool Maker products.
Hatchimals Art Director
With a world of Hatchimals products to promote, we developed a wide range of content to intersect with every aspect of the consumer journey. I conceptualized and art directed TV commercials, a music video, and a 32-part Youtube unboxing series, which collaboratively garnered more than 24.6 million views.
My initial sketch of the set
Final result brought to life by Chiara Purdy
GUND PhotographeR
After more than a century of making beloved stuffed animals, GUND wanted to resonate with a more contemporary audience without letting go of their heritage. I developed the photo portion of the brand’s style guide, and photographed a lifestyle campaign introducing the fresh new look that captures authentic moments between kiddos and their favourite stuffed toys.
