Selected Work

Proof of what changed after the direction was locked.

Each featured case answers the same four questions in the same order: what was broken, what got decided, what was built, and what held after launch.

LuxurySocial FilmMacro Direction

Jacob & Co x Bugatti

The Watch the World Wasn't Ready For

Luxury launch campaign for a product where the first frame had to sell precision, speed, and rarity at the same time.

What was broken

Raw mechanical footage has depth, but translating that into 3-second social hooks without flattening the texture is the bottleneck.

What got decided

Build the hero cut around macro framing and edge contrast so mechanical authority reads immediately before any paid optimization can weaken it.

What was built

A locked hero cut with macro detail rules, opening-hook variants optimized for scroll-stopping, still covers that don't need supporting copy, and export-ready versions for paid rollout.

What happened after

The reference direction held across all rollout: one macro-led aesthetic moved from hero launch to paid cutdowns to internal reviews without creative drift or reopening.

What shipped

Hero launch cutOpening-hook variantsProduct stills systemFormat-adapted exports (portrait, square, reels)

Proof of impact

Reference cut approved for launch and paid rollout without revision

Macro detail rules applied across stills, cutdowns, and paid derivatives

All opening-hook variants shipped as one finished pack

Export system allowed paid-social deployment the same day as hero launch

The campaign worked because the product stayed in control of the frame instead of fighting with the edit.

BeautyMotion BrandingVertical Campaign

MISSHA (Time Revolution)

Velocity & Vitality

Beauty launch where speed mattered, but the product still had to read as premium and tactile on small screens.

What was broken

Mobile algorithms reward aggressive pacing and short clips, but beauty products require visible texture and detailed finish to justify premium pricing.

What got decided

Anchor the motion around color transitions and micro-details first, then pace the cuts to work with platform dynamics—not against product perception.

What was built

A reference vertical cut with locked motion rhythm, texture-preservation rules, motion variants for different launch phases, and stills that reinforce product detail.

What happened after

The launch could repeat across reels, cutdowns, and still campaigns without reinventing the motion language or losing finish quality.

What shipped

Vertical hero reelMobile motion variantsProduct detail stillsMulti-format export system

Proof of impact

Reference vertical cut locked and approved for all mobile variants

Texture detail rules ported into motion transitions and still stills

Mobile motion variants shipped as one coordinated pack

System reusable for subsequent product launches without creative redesign

Every motion choice had to increase perceived value, not just speed up the reel.

SkincareLaunch SystemPlatform Design

Modern Skincare

The Digital Aesthetic

Social-first skincare launch that needed scalable rollout control instead of one good-looking hero asset and a weak follow-through.

What was broken

Multiple social formats and launch moments require flexibility, but each new variation risked drifting off the original aesthetic instead of strengthening it.

What got decided

Lock a frame language and cover rules, then make the system strict: the same direction applied across every platform variant without reimagining.

What was built

A reference reel with locked motion logic, repeatable cover frame rules, platform-specific crop variations, and guidelines for future launch moments.

What happened after

The system became the asset: one direction shipped into reels, stories, feed covers, and paid without requiring new creative each time.

What shipped

Launch reelPlatform-specific cutdownsSocial cover systemRepeatable ruleset for growth

Proof of impact

Reference reel approved as the standard for all variations

Cover frame rules applied consistently across platform variants

System deployed across initial launch and multiple subsequent releases

Internal teams extended the system without external creative direction

The advantage came from system control: one line of direction that could keep shipping without degradation.

Archive Rail

More references, kept quieter.

Back to homepage case files

Personal Film

New Year Reel

Self-Initiated

Luxury Social

The Watch the World Wasn't Ready For

Jacob & Co x Bugatti

Luxury Watch

The Art of Precision

TAG Heuer (Carrera Series)

Beauty Motion

Velocity & Vitality

MISSHA (Time Revolution)

Vertical Campaign

The Digital Aesthetic

Modern Skincare

Next Step

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15 minutes

WhatsApp opens with a discovery call request. The first reply confirms the agenda, the available time, and what to prepare before the call.

Response within 24-48h

Director-led review

Production-ready handoff