Much of my recent work has extended to directing video as a narrative medium, whether through animation, live-action documentary, or music.
Within the process of making music with Splice, it felt right to create a video showing the construction of a song through the use of Splice Sounds. With a minimal brief, I sourced, storyboarded, directed, and produced the spot from end to end, working closely with animator Peter Steineck. We used an analog treatment to mimic the track’s breadth and synthesize the properties of music.
ANIMATION: PETER STEINECK
AUDIO PRODUCTION (SPLICE): MAX REWAK
Shoppers often take free shipping for granted when buying items online. However, for a seller-supported marketplace as robust as Etsy, how do you ensure buyers get a fair deal while maintaining a seamless experience for sellers and their shops?
As design lead on this large campaign initiative, I directed the team at Gunner to concept and animate an introduction to shipping. This piece has been the cornerstone of one of Etsy’s largest-ever product launches to date, affecting millions of sellers.
ANIMATION: GUNNER
SCRIPTWRITING (ETSY): SHADI JURDI
CREATIVE DIRECTOR (ETSY): HAELIM PAEK
Likewise, there are a number of other avenues where amazing stories happen on Etsy — and weddings are no exception. Alongside production help via Stink Films, I worked with a small and nimble internal team to pitch, direct, and execute a modern love story that all started with the same ring.
DIRECTOR: AMANDA HUELSE
PRODUCTION (STINK FILMS): SHAMI LACOURT
CREATIVE DIRECTION (ETSY): HAELIM PAEK
Finally, Etsy is not just a platform for sellers to start their shops, but also to share their stories.
As an offshoot of Etsy’s global holiday campaign, I pitched, concepted, and directed a series of documentary-style vignettes with the help of Bindery NYC that told the narratives of independent sellers featured in Etsy’s broadcast commercials.
This project took us on three multi-day shoots across the country, talking to sellers in NYC, California, and Texas, and served to showcase the power of craft — and more importantly, the people behind it.