Cariuma
One of the first hires. I helped build the creative for one of the world's most loved sneaker brands — from the ground up.
Every angle of every shoe.
I shot and art-directed the product pages — a clean hero for each style, plus the full set of angles, worn and unworn, that let people trust a shoe they can't yet hold.
Every material, made visible.
Cariuma is a materials story, so I built a way to show exactly what each shoe is made of — natural rubber, a cork & mamona-oil insole, organic-cotton canvas and recycled plastics — laid out piece by piece.
Big-name collabs, shot at home.
I led multiple photo and video shoots for every occasion and collaboration. Most of the major collab visuals — Pantone, Star Wars, even the Van Gogh Museum — were produced locally, under my direction.
Guangzhou to
Los Angeles.
I led overseas productions in Guangzhou, China and Los Angeles, California — directing full teams end to end: photographers, stylists, fashion stylists, prop teams and make-up artists.
Pop-ups, off the screen.
I designed and led pop-up retail experiences that brought the brand into the physical world — in California and Dubai.
A box that
returns itself.
I designed an improved package with a second, double-adhesive strip. If a customer wants to return their shoes, they simply reseal the same box and send it back — no new packaging, no friction.
Selling the brand
to the trade.
I designed the catalogues and sales visuals that helped overseas retailers and distributors understand Cariuma — what the brand stands for, and what it means to be part of the team.
Beyond the shoe.
Designing content was only half of it. I planned and strategised with the social team on how to reach more people — creating content that compelled audiences to care about the brand and its story, not just the product.
