CALIROSA | Creative Strategy, Publication
Most spirit brands rent their audience's attention. This concept was built around Calirosa owning it - a seasonal publication that transforms the brand's existing visual world into something collectible and culturally relevant. The goal was to move Calirosa primarily out of the spirits category and into the lifestyle conversation.
REI | Creative Strategy, Campaign
REI has strong products but weak storytelling. This campaign was built to close that gap with a visual campaign centered on real women across backgrounds, body types, and skill levels moving through the outdoors on their own terms. Each chapter follows a three-act structure. Yes, the gear is always present, but it's never the point.
