Had the pleasure of speaking at FIT during NYFW 2025 for Digital Fashion Week, diving into AI, AR, and VR in fashion with some amazing panelists. We dug into the ways it’s shaking up fashion and what that means for creatives like us—how it’s already impacting the industry and where we think it’s all headed.

Welcome to the first in my "The Art of Direction" series, where I dive into the art of storytelling, crafting campaigns, and bringing brands to life. In this debut post, I take you behind the scenes of one of my most meaningful projects: Billy Reid’s Spring ’22 campaign, "The Open Road." Set in the stunning desert landscapes of Marfa, Texas, this campaign wasn’t just about clothes—it was about capturing the essence of freedom, exploration, and rediscovery as the world began to open back up post-pandemic.

From scouting perfect locations to balancing creative challenges, this project was a reminder of why I love what I do. Join me as I share my perspective as an art director, insights into my process, and a glimpse of what’s to come in this space.