BURBERRY
Burberry wanted to promote their polo collection to New York Magazine's male audience and show the shirts as a versatile piece with range across colorways and occasions. We cast Tyler Joe, a street style photographer and stylish New Yorker, as the teacher, delivering Polo 101 with the energy and authority of someone who really means it. Dress up an outfit, reach for a darker polo. Keep it casual, go for color. And always tuck it in. It makes you look sophisticated and like you have a high credit score.
The set was deliberately minimal, a clean studio with a mannequin and a teacher's pointer, and the graphic design leaned into the classroom theme with loose hand-drawn doodles that gave the video its personality.
I led set direction and design direction across the full production.
Director of Photography: Paul Rondaeu
NORDSTROM
Nordstrom wanted to promote their vacation-ready pieces in a way that felt genuinely engaging. The insight was that the most natural, enthusiastic conversations about clothes happen in fitting rooms, where friends talk about fit, fabric, and how something makes them feel in a way that is honest and impossible to script. So we created that. Two real friends picking out vacation outfits together, with the kind of dialogue that keeps you watching.
The set was minimal by design, a studio background, a curtain, a chic chair, enough to suggest a fitting room without over-building it so the outfits and the chemistry between the talent could do all the work.
I led visual direction across the full production, planning the set build and directing the on-screen text graphics.
Director of Photography: Paul Rondeau
NORDSTROM
A social video produced in partnership with Nordstrom and New York Magazine to promote the iconic Nordstrom Anniversary Sale. The video went behind the lens, giving audiences a candid look at the New Yorkers we photographed, sharing their personal stories and connection to Nordstrom to build excitement around the sale.
I oversaw all visual components of the production.
Director of Photography: Paul Rondeau