Strategy · Creative · Product
Brand Work
Strategy, creative direction, storytelling and product for golf and menswear brands. The same instincts that shaped Skratch: find the story only that brand can tell, then make it look and sound like itself.
Case study · Spring/Summer 2023
Public Drip at Vanny
A first cut-and-sew collection, launched at America’s first public golf course.
Founder Neil Tan wanted his debut collection to tie back to the brand’s roots in public golf, so we staged it at Van Cortlandt Park in the Bronx. We cast real New Yorkers, Brian and Ephrem, and styled them in Public Drip alongside their own clothes and a few classics, set against Vanny’s century-old locker room.
I worked with Neil on everything from the concept and casting to editorial and commercial photography, styling, production, copy and distribution. The campaign stayed part of the industry conversation well beyond the season it launched in.
Product · SeaVees × Bespoke Post
The Sierra Adventure Boot
It started as a sketch in my notebook.
At Bespoke Post, I partnered with the SeaVees design team on a mixed-material, everyday boot. I drew the first version; SeaVees brought it to life with their guidance and expertise. We released it as a limited run, sold only through Bespoke Post and SeaVees, and I led the campaign that launched it.
More brand work
Product design
Left of Field Golf
Designed shorts for the brand’s golf apparel line.
Strategy & positioning
Jain Golf
Brand strategy and positioning for one of golf’s most distinctive young labels.
Campaign storytelling
Fiori Golf
Campaign storytelling for the brand’s launches.
What I do
Where your brand fits, who it’s for and what it should say. Built from a decade of watching what golf and menswear audiences actually respond to.
Campaigns from concept to distribution: casting, locations, art direction, styling, photography and production.
Brand voice, campaign narratives, product and site copy, scripts and social. Whether you’re establishing a voice or expanding one.
Design input and collaborations, from first sketch to launch campaign.