Selected Concepts + Pitches

CREATIVE DIRECTION

Some of my favorite ideas are the ones that never got made. Pitch work is unpredictable: budgets change, timelines move, clients choose another direction, or an entire project disappears. But a concept not being built doesn’t mean it wasn’t good, or that the work behind it wasn’t real.

A good pitch asks you to make something feel possible before it exists. You have to find the story, understand what will draw people in, map out how they move through the space, and build enough of the world that everyone else can see it too. It’s fast, collaborative, and often fairly chaotic, but it’s also where some of the most ambitious and creative thinking happens.

Selected Concepts is a home for the ideas I didn’t want to leave buried in old decks. Many of these were fully developed proposals, complete with strategy, moodboards, graphics, material studies, and final renderings. They may not have moved into production, but they still represent complete creative worlds and the same level of thinking, care and design rigor as the projects that did.

01
NIKE SHOWROOM

Role:
Experiential Design + Art Direction

agency:
PINK SPARROW

client:
Nike

location:
pittsburgh, PA

Date:
spring 2025

Inspired by the anticipation of walking from the locker room onto the field, The Tunnel Walk turns the Nike / Dick’s Sporting Goods Pittsburgh showroom into a journey through sport, product, and digital content. The space balances high-energy brand moments with places to meet, work, and hang out, using a material palette of metal mesh, brushed metal, white oak, black upholstery, and linear lighting. This went through many creative rounds and iterations, and I’ve included my two favorite directions.

In both, a continuous ticker-tape graphic pulls guests from the entry through the showroom, while illuminated product displays and digital content creates storytelling and moments of discovery along the way. The experience builds toward the central hallway, where the feeling of a stadium tunnel becomes most literal, drawing guests toward a hero product and content moment between the Men’s, Women’s, and Children’s showrooms.

The result is part showroom, part workspace, part community hangout: a flexible Nike environment designed to evolve with new product, campaigns, and seasonal moments.

02
TOM FORD OMBRÉ LEATHER RESERVE

Role:
Experiential Design + Art Direction

agency:
agenc

client:
tom ford beauty

location:
new york city

Date:
2026

Created for the launch of TOM FORD Ombré Leather Reserve during New York Fashion Week, this proposal explored what the fragrance could feel like as a physical experience. We developed two very different directions, both rooted in the American West and built around a full guest journey rather than a traditional product launch.

High Desert was expansive, warm and cinematic, using amber light, sculptural landscapes and rich leather textures to create a modern TOM FORD version of the desert. The experience moved through a runway presentation, fragrance discovery, food and beverage, customization and several immersive photo moments.

Noire Saloon took the same western inspiration somewhere darker and more intimate. Hidden behind leather saloon doors, guests would enter a late-night world of mirrored spaces, smoky lighting, cocktails, live performance and elevated western details.

The concepts had completely different personalities, but both were designed down to the full experience, from how guests arrived and moved through the space to how they discovered the fragrance, interacted with the brand, and ended the night.

03
NEW BALANCE / 2026 FIFA WORLD CUP

Role:
Experiential Design + Art Direction

agency:
CARTWHEEL & CO

client:
NEW BALANCE

Date:
2025

Created for New Balance around the 2026 FIFA World Cup, The Cleat Society imagined what football fandom could look like as a clubhouse. It was meant to feel welcoming rather than exclusive, bringing serious supporters, casual fans and people interested in the fashion and culture around the game into the same space.

The experience was divided between The Clubhouse and The Shop. Guests checked in as members before moving through lounge spaces, a concessions bar, live programming, a portrait studio and a member gallery filled with fan photos from around the world. A craft wall shared more of the design process and history behind New Balance football, while the shop paired product displays and try-on with more active moments. Power Print turned a guest’s kick into custom digital artwork, while Footwork Theatre challenged them to follow the actual movements of New Balance athletes.

The concept was designed to scale across Los Angeles, New York, Boston, Miami, and Mexico City, with each location connected through shared photography and live-streamed programming. Together, the pop-ups would feel like different chapters of the same international club, built around the energy of the World Cup.

04
DIRECTV BLUE ROOM

Role:
Experiential Designer + Art Direction

agency:
AGENC

client:
DIRECTV

Date:
SUMMER 2025

The brief was to create a new way to introduce DIRECTV’s MyEntertainment, a customizable Genre Pack built around giving viewers more of what they actually want to watch. The experience needed to be product-first, immersive, and flexible enough to scale from a 10' × 10' footprint to a full 40' × 40' activation.

Our concept turned the Blue Room into a portal to the worlds inside your TV. At the center, an interactive kiosk helped guests discover their personal “Stream Scene,” while a series of genre-driven spaces brought reality TV, sports, movies, news, kids, and Spanish-language programming into the physical world.

Each room had its own visual identity, interactive moments, and opportunities for content creation, while staying modular enough to adapt to different footprints, programming, and partner IP. The resulting design balanced all these elements, combining product demos, personalized entertainment experiences, and a flexible world that could continue to evolve with DIRECTV.