Lifestyle campaigns, editorial content, and product stories — shot on location, directed on set, delivered concept through final edit. Content built for organic social and pulled regularly into campaign and paid digital.
Fall 2026's Crown Weekend campaign is Peter Millar's own reflection on American style - heritage fabrics and considered texture worn with an ease that reads lived-in, not styled. I helped shape the rollout from the commercial spot through its teaser, then turned the lens toward the product itself, treating corduroy and the pieces built around it as the real subject.
Pursuit was conceived around a single idea: bold, versatile, dynamic - Called to Move - and that ethos carried through every frame, from concept to final edit, with select footage extending into a paid digital campaign. Of everything made for Pursuit, the piece with CMC is the one I hold closest. It was never meant to exist, let alone anchor the collection's launch - but while editing CMC x Pursuit, an opportunity surfaced to fuse an athletic sensibility with Pursuit's design language, and what came of it became something greater than either of us expected.
To support the launch of Peter Millar's "Intentionally Done Right" campaign, I helped tell the story behind the collection through an interview with the Chief Creative Officer, exploring the inspiration and craftsmanship behind the Spring Collection. I then carried that message into our partnership with Sam Burns, using the relationship between practice and tournament play to show that doing something right is built through preparation, reflection, and intention - not just the final result.
The Spring/Summer collection was made to be introduced through a campaign but lived in through social and digital. Set against a Weekend in the Hamptons, the story paired relaxed coastal moments with intentional product details, turning the collection into an experience rather than an advertisement.
Designed around the 2026 Masters and U.S. Open collections, the promotional launch embraced timeless style intertwining with the moments leading into championship golf.
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