This section showcases creative concept work I developed as part of design tests and brand explorations for companies I admire — opportunities to respond to a brief, solve a challenge, or reimagine how a brand could connect with its audience. While these weren’t final client collaborations, each project reflects my strategic thinking, aesthetic instincts, and passion for storytelling. These pieces represent the kind of work I love most: idea-driven, immersive, and built around real human connection.
*The projects featured in this section were created independently as personal concept explorations.
They are not affiliated with, endorsed by, or commissioned by the brands shown.*
Case Study:
Pinterest x McDonald’s — The Aesthetic of You @ Art Basel
*This concept was developed as part of a creative exercise and is not affiliated with the brand.*
Project Summary
For a concept partnership between Pinterest and McDonald’s, I developed The Aesthetic of You — an immersive Art Basel activation that transformed Pinterest aesthetics into personal flavor experiences. Guests received a curated "Taste Ticket" based on their visual vibe (think: Dark Academia, Clean Girl, Coastal Cowgirl), then explored custom food and art pairings that brought their aesthetic to life through taste, texture, and design.
Creative Approach
This idea was all about turning digital self-expression into real-life sensory experiences. By pairing Pinterest aesthetics with custom McDonald’s food moments, the activation invited guests to engage with the brand in a personal, playful, and art-forward way. From the cinematic golden glow to the oil-painted mural backdrop, every detail was designed to feel once-in-a-feed, once-in-a-lifetime.
My Role
Campaign concept and naming (The Aesthetic of You, Taste Ticket)
Visual direction and aesthetic mapping
Pinterest user journey and in-app extension
Social strategy and UGC campaign development
Activation storytelling and event concepting
Discover Your Aesthetic
Guests take a short Pinterest-style quiz to identify their visual vibe (e.g., Clean Girl, Coastal Cowgirl, Dark Academia).
Receive Your Taste Ticket
A custom “Taste Ticket” is generated with your aesthetic, flavor pairing, and entry to the activation.
Enter the Living Canvas
Step into a curated art-and-flavor experience: oil-painted murals, immersive sound, and McDonald’s items reimagined and inspired through your aesthetic lens and taste ticket to create a custom piece of art based on YOU.
Capture & Share
Guests are encouraged to snap photos, tag Pinterest x McDonald’s, and share their custom moment — turning self-expression into social content.
Case Study:
The Alinea Group —“What If...” Brand Expansion Concept
*This concept was developed as part of a creative exercise and is not affiliated with the brand.*
Project Summary
As part of a creative concept exercise, I explored how Chef Grant Achatz’s personal brand could expand beyond the restaurant world and translate his philosophy into a visual, narrative-led social identity. The result was a carousel concept titled “What if the future isn’t about answers — but about asking better questions?” — designed to position Achatz as a thinker, innovator, and experience-driven creative beyond food.
Creative Approach
This concept was about distilling the intangible — curiosity, restraint, silence — into a visual storytelling framework. Each slide was built to feel cinematic and introspective, designed to reflect how Achatz invites guests to feel something they can’t describe. Rather than showcasing food, the goal was to showcase a mindset — one that values mystery over clarity, process over product, and stillness over speed.
My Role
Social-first concept and campaign narrative
Visual direction and carousel design
Copywriting, storytelling, and strategic sequencing
Audience targeting and CTA development
Distribution and cross-promotion planning
A conceptual carousel created to reframe Grant Achatz’s personal brand through the lens of curiosity, stillness, and the unseen.
This carousel was designed as a conceptual exercise to translate Grant Achatz’s philosophy into a social-first narrative. Each slide reflects a theme he lives by — mystery over answers, process over performance, creativity through silence. It’s designed for digital platforms, but rooted in sensory storytelling.
