Ideas, identities and campaign directions.

The starting point was McDonald’s Calgary Stampede billboard: a red suede cowboy jacket whose yellow fringe slowly resolves into French fries. No product shot, headline or offer—just recognition and discovery.

Budweiser already belongs in football’s atmosphere: beer, crowds, red, celebration and the crown. The concept became a view from inside the goal just after a shot. The moving net and stadium lights suggest the crown without pasting one into the sky.

The line is one word: REIGN. The mark sits small as confirmation rather than explanation.

Adidas does not need to insert itself into football. It is already on the ball, boots, shirts and in the visual memory of the game.

Three players leave a dark tunnel for a gold-lit stadium. The camera sits almost flat to the turf. Their long, parallel shadows become the three stripes before the small mark confirms the idea.

No product shot or explanatory line. The concept is about knowing when the image is doing enough.

Brief

Create a modern female stand-up persona inspired by the pace, polish and raised-eyebrow energy of The Marvellous Mrs Maisel.

Process

Repeated prompt rounds refined the character image and script style. The voice was tuned for pace, tone and comic timing, then paired with the final avatar.

Voice direction

Fast-talking, sharp-witted and confident. Clever, warm and playful, with quick, punchy delivery.

The work demonstrates character development, comedy writing, voice direction and consistent short-form production.

Brief

Create a modern, cinematic Jesus character for short films that move through scenes and teachings clearly while keeping the character consistent.

Process

Multiple prompt rounds established the avatar and script approach. The voice was directed to fit the character, then paired with realistic avatar performance and edited into a repeatable film format.

Output

Jesus: Scene by Scene short films and teaching-led companion content, demonstrating character consistency, script direction, voice refinement and tone control.