20 years of Production and VFX
Avatar
Feature Film UI VFX
Working through Prime Focus, I contributed to 2D and 3D user-interface graphics for Avatar. The film was a landmark in stereoscopic filmmaking and virtual production, creating the particular challenge of developing interfaces that felt functional, legible, and fully integrated into a cinematic world whose visual and technological language was being invented alongside it.
Apple Watch
Apple — Watch Series 3
Led VFX for several holiday spots for Apple Watch Series 3 as part of the “Gift of Go” campaign. Swim footage was transformed into a seamless animated pattern that evolved into festive wrapping paper around the product. The piece translated product functionality into design-led storytelling aligned with Apple’s minimalist brand language.
Citrix
Citrix Brand Film
For Citrix, I led creative direction across live action and CG to reposition enterprise technology around clarity rather than complexity. Instead of relying on feature demonstrations or conventional software messaging, we used material, light, rhythm, and restraint to express the human outcome: more space to think, collaborate, and create. Live action carried the human experience while CG made the platform’s invisible systems tangible, framing technology as something that removes friction rather than adding to it.
Lincoln Digital Experience
Lincoln — Nautilus Digital Experience
Contributed as Creative Director to the 48-inch panoramic dashboard interface for the 2024 Lincoln Nautilus. The team developed interactive graphics balancing luxury and usability, shaping one of the automotive industry’s most refined large-screen driver experiences.
NBC WatchBack
NBCUniversal — WatchBack Launch
Led the launch campaign for NBCUniversal’s WatchBack streaming service through my production studio, overseeing concept through final delivery, including direction, vfx supervision, executive producing, editorial and post production. The film turned the chaos of endless channel surfing into a live-action comedy, with characters from multiple shows overtaking a couple’s living room. The campaign positioned WatchBack as a clear solution within an overcrowded entertainment landscape.
JaxJox Interactive Studio
JaxJox — Interactive Studio Launch
Directed and creatively led a series of launch films introducing JaxJox’s smart home fitness system. I guided concept, design, animation, edit, and 3D development across multiple spots, building narrative structure through editorial rhythm and motion design. The campaign blended virtual production and live-action trainers to connect product innovation with human performance.
IKEA
IKEA — “Made by the Johnsons”
Directed and creatively led a motion-control brand film built entirely in-camera. We constructed a transforming living room on stage, with walls shifting and furniture emerging in real time to reflect how families build their homes over time. Shot in multiple passes and composited seamlessly, the film relied on practical engineering rather than VFX. Multiple casts were filmed to resonate globally, reinforcing IKEA’s spirit of adaptability and family life.
Yahoo
Yahoo — “Mobile Symphony”
Directed a large-scale brand film transforming mobile devices into a synchronized performance instrument. I developed a custom mobile app enabling 30 performers to “play” their screens in unison, creating a live, choreographed musical experience. The piece positioned Yahoo’s mobile redesign as precise, responsive, and intuitively connected.