Role at Hypbeast and Hypebae: As a Senior Creative, what are your primary responsibilities, and how do you approach developing content that resonates with diverse audiences?

 

"My role is pretty hybrid, which means I get to be involved in a campaign from start to finish. It starts with the pitch phase—pulling together the creative, strategy, and art direction—and goes all the way through to being on set, directing, and delivering the final results. I believe the only way to create content that truly connects with diverse audiences is by staying constantly tuned in to what’s happening around you, what type of content people are engaging with, scouting fresh talent, and keeping up with emerging trends. It’s also about understanding the brand you're working with and where they stand in the world culturally right now"

 

 

 

 

Art Direction Experience: You’ve worked on campaigns for brands like Lego x Pharrell and Audemars Piguet x Marvel. Can you share insights into your creative process when collaborating with such iconic brands?

 

"Again, it’s all about understanding the brand, their product, and their current audience—research is key. Then, you have to think about how to present the brand to your target audience in the most authentic way possible, so it doesn’t feel forced or like you’re just trying to buy their loyalty. This really comes down to the type of content you create and how you present it. My creative process always starts with the basics—a brainstorm, and I believe the more people involved, the better. Great ideas don’t happen in a vacuum, and collaboration brings out different perspectives that lead to stronger concepts."

 

 

 

 

Balancing Creativity and Brand Identity : How do you maintain a brand’s identity while infusing your unique creative vision into a project?

 

"I usually make sure that I understand a brand’s voice, tone and aesthetic, ensuring that any creative decisions align with its identity and then find ways to express those elements in fresh and innovative ways. I then look for opportunities to push the boundaries, whether it’s through new formats, unexpected talent collaborations, or creative storytelling techniques, while still staying true to what the brand stands for. It’s a balance of honouring the brand’s foundation whilst finding new, exciting ways to engage new audiences."

 

"I really enjoy the challenge of working with other industries, pushing my creativity in new directions and seeing how it can translate across different spaces"

 

Influence of Fashion Design Studies: How has your background in fashion design influenced your approach to art direction and creative projects?

 

"Fashion and design have always been a big part of my work and the roles I've taken on. It’s such a huge influence on who we are and how we’re perceived, but it’s also been amazing to work with so many different brands since joining Hypebeast. Fashion is definitely my bread and butter, and it will always inspire my work as an art director. That said, I really enjoy the challenge of working with other industries, pushing my creativity in new directions and seeing how it can translate across different spaces."

 

 

Personal Projects: Could you discuss some of your personal projects, such as “HypeDeceased” and “Transitions x BLOK” and what inspired them?

 

"Much of my personal work takes a playful, tongue-in-cheek approach to culture, with a focus on street culture and subcultures. I’m fascinated by how people engage with brands and what makes certain brands iconic, to you and I. I’m also really interested in exploring materials and our relationship with everyday objects. “HypeDeceased” was a project I worked on before joining Hypebeast, which evolved into an experiential space. In this project, I created both physical and digital sculptures that challenge our perceptions of the future."

 

 

 

 

Navigating the Digital Landscape: In an era dominated by digital media, how do you ensure that your creative work stands out and engages the target audience effectively?

 

"I think an important thing to understand is that the digital landscape can be overwhelming for many creatives or people producing content in this space. To truly connect with your audience, it’s essential to stay true to the type of content they enjoy and engage with, ensuring your message comes across in an authentic way. While a lot of content stands out because it goes viral, that moment of attention can be fleeting. So, it’s about finding a balance between creating content that’s both authentic and timely, and not just chasing trends for the sake of virality. This helps build a more lasting connection with your audience."

 

 

Future  Aspirations: What upcoming projects or themes are you excited to explore in your role as a Senior Creative?

 

"I believe this year will see even more cultural crossovers and intersections. Personally, I’m excited about the possibility of working on experiential projects, especially as brands are increasingly looking to reconnect with local communities through events, post-COVID. I’d also love the opportunity to design a product with a brand—let’s see what the future holds!"

 

 

" don’t overthink what you want to do—just create"

 

 

Advice for Emerging Creatives: What guidance would you offer to individuals aspiring to enter the fields of art direction and creative content development? 

 

"My advice is simple: don’t overthink what you want to do—just create. The more people stress about how they’ll be perceived, the less they actually accomplish. I was told by one of my mentors to always come up with 10 ideas, because it’s usually the last one that sparks real interest and excitement. And secondly, I always remind people that there’s no single path to success. I’ve had countless roles before becoming an Art Director, and each one has played a part in shaping who I am as a creative today."

 

 

Personal Growth Through Creativity: How has your journey in the creative industry shaped your personal development and understanding of contemporary culture?

 

"Honestly, it’s the creative people I’ve met along the way who’ve shaped my understanding of contemporary culture. They’re the ones who truly define it and make it what it is. "