Creative leader and strategist with 12+ years shaping the visual expression of brands across tech, media, and entertainment. I’ve led multidisciplinary creative teams, scaled creative production, and pushed visuals to be ambitious, thoughtful, and distinctive.
Select Projects
Inside the Archive: Heartstopper
Inside the Archive is a repeatable format that gives audiences an insider’s look at objects from the sets of their favorite Netflix shows and films. Reverent, intimate, and lightly humorous, the series treats every object as a world-building artifact. In our inaugural piece, we invited fans into the Netflix vault to bring them closer to five special pieces from the set of Heartstopper: Forever.
Project
Digital Editorial Feature for Netflix’s Tudum.com
Social Campaign Assets
Role
Creative Development
Photo & Motion Art Direction
Team
Alex Madrid (Design), Sazan Pasori (Video), Ysenia Valdez & Tori Carter (Social), Ari Romero & Brookie McIlvaine (Writers)
Tudum by Netflix
I lead the multidisciplinary team shaping the visual expression of Tudum.com, Netflix’s global editorial platform. Our work spans homepage curation, visual direction for editorial features, and the development of repeatable, visuals-first formats. Across a wide range of films and series, each with its own distinct visual language, I guide how these worlds come together within a cohesive Netflix brand experience.
Project
Tudum.com, Netflix’s Global Editorial Site
Role
Creative Team Leader
Visuals Curation Strategy
Team
Alex Gitman, Briana Gagnier, Chloe Smith, Emily Howe, Katie Spoleti, Sam Kelly, Sazan Pasori, Trinity Shi (Photo/AV Curators)
Inside Ripley
An editorial deep dive into the making of Ripley, the Emmy-nominated limited series adapted from Patricia Highsmith’s 1955 novel The Talented Mr. Ripley. Through interviews with the series’ heads of department, the multimedia story explores the cinematography, production design, art references, and costumes that shaped its distinctive world.
Project
Digital Editorial Feature for Netflix’s Tudum.com
Role
Creative Development
Photo & Motion Art Direction
Team
Sandra Garcia (Design), Chloe Smith (Visuals Editor),
Jean Bentley (Writer)
Chef’s Table
I led the campaign’s photo direction for this installment of Chef’s Table, featuring six acclaimed pizza makers from around the world. I developed an image strategy across press and product that balanced intimate, human-centered portraiture with the artful food photography and cinematic visual language the series is known for.
Project
Artwork for Netflix’s Global Streaming Platform
Promotional Photos for Press
Role
Photo Campaign Lead
Photo Art Direction
Team
Nils Norsell (Creative Producer)
Orange is the New Black:
10 Year Anniversary
To celebrate the 10th anniversary of Netflix’s groundbreaking series Orange Is the New Black, we explored the archives and curated more than 100 never-before-seen photographs captured across its seven-season run. Published as an expansive gallery on Tudum.com and extended across social, the collection offered fans a fresh look behind the scenes and sparked a wave of nostalgia online.
Project
Digital Editorial Feature for Netflix’s Tudum.com
Social Campaign Assets
Role
Creative Development
Photo Direction
Social Strategy
Team
Alex Madrid (Design), Katie Spoleti (Photo Editor)
Stay on Board: The Leo Baker Story
Photo campaign for a documentary chronicling the life and career of professional skateboarder and artist Leo Baker. The film follows Baker as they navigate—and challenge—the deeply gendered world of professional sports. I led the campaign’s photographic direction across press and the Netflix product, developing an image strategy that centered Leo’s identity, agency, and how they wanted to be seen.
Project
Artwork for Netflix’s Global Streaming Platform
Promotional Photo for Press
Role
Photo Campaign Lead
Photo Art Direction
Team
Nils Norsell (Creative Producer)
Making of Griselda
A visuals-first editorial deep dive into the making of Griselda, the acclaimed crime drama starring Sofía Vergara. In collaboration with the show’s department heads, we explored the meticulous craft behind recreating 1970s Miami, from its characters and fashion to its richly detailed interiors. The story also featured exclusive 16mm footage captured during production by series director Andrés Baiz, offering audiences a rare, intimate look behind the scenes. The result was an immersive visual experience that drove record audience engagement.
Project
Digital Editorial Feature for Netflix’s Tudum.com
Role
Creative Development
Photo & Motion Art Direction
Team
Alex Madrid (Design), Trish Pham (Video), Katie Spoleti (Photo Editor), Tara Bitran (Writer)
The Other Side of the Wind
Photo campaign for Orson Welles' long-lost final film — shot in the early 1970s, left unfinished at his death, and released on Netflix in 2018 after 48 years in development. I led the photo art direction for the title's artwork across all Netflix streaming surfaces and devices, developing an image strategy built from the film's own stills to spotlight Welles' distinctive cinematography and frame the title with the prestige, art house sensibility it deserved.
Project
Artwork for Netflix’s Global Streaming Platform
Role
Photo Art Direction
Photo Strategy & Curation
Team
Annie Choi (Creative Producer)
The Wall Group
From 2013 to 2017, I led The Wall Group’s Los Angeles digital team, managing photo editors, designers, and archivists responsible for a library of more than 200K photo and A/V assets. I defined the company’s visual presence across its website and branded materials, edited portfolios for more than 100 artists, and developed new-business pitches that helped secure clients including Nike, Target, Eddie Bauer, and Tod’s.
Project
The Wall Group Website
Branded Materials
Role
Digital Team Leader, LA
Photo Direction
Presentation Design