Client: Major League Baseball
Project: HBCU Swingman Classic/Futures 2024
Overview:
Building on the success of the 2023 photoshoot, the youth development team wanted to elevate the experience with a new set design—this time embracing a western/cowboy theme. With increased visibility and distribution across major publications, the shoot played a key role in promoting the HBCU Classic.
Strategy
The goal was to execute two shoots using the same resources but with distinct looks, ensuring the set felt entirely different for each. To achieve this, we partnered with a local sign maker in Dallas to reduce shipping costs and sourced reclaimed wood panels to create a versatile, double-sided wall.
Execution:
We created two transparent acrylic signs and hung them on either side of the wooden wall, flipping them after the first shoot was completed. The set was then redressed, adjusting the number of props to create a fresh look, while maintaining the western/cowboy theme. The HBCU Foundation partnered with colleges to give photography students the opportunity to shoot the official set and capture the players in action.
Role: Creative Director, Designer
Collaborators: John Luongo
photo
shootsPhotography is storytelling. Whether it’s spotlighting athletes, celebrating culture, or showcasing your product, my approach ensures every photoshoot is dynamic, meaningful, and leaves a lasting impact.
Client: Major League Baseball
Project: All-Star Week 2023
Overview
The mission was clear: connect with the next generation of younger, more diverse fans to secure the long-term growth of the sport. To achieve this, we leaned into storytelling and player-focused content that showcased the heart of the game. These photoshoots were our chance to elevate how players were represented, blending the spirit of Emerald City and the great outdoors with the league’s brand narrative, "Baseball At Its Best." We shot 4 events across 3 days; All-Star Portraits Day - Celebrity Softball - HBCU Swingman Classic
Strategy
As a team, we set out to create a photoshoot experience that was visually bold and culturally resonant. The goal was to craft a dynamic, shareable environment that inspired players to engage while sparking organic reach across social platforms. We hired a professional set design agency and gave them our vision to bring to life. We prioritized designing an immersive set that captured the essence of Seattle, making sure the content felt fresh and authentic.
Execution
We curated and built an unforgettable photoshoot environment that celebrated the All-Stars and the city they were in. Our focus was on creating assets that would naturally resonate with younger audiences. Success was defined by several key outcomes: media buzz around the set designs and photography, increased engagement compared to last year, more players sharing their content, and reposts from celebrities and brands. This collaborative effort blended creative energy and strategic thinking, turning our vision for All-Star Week into a tangible success.
Role: Creative Director, Designer
Collaborators: Jared Ryder & Andrew Thiele
Client: Major League Baseball
Project: All-Star Week 2022
Overview
In 2023, the MLB All-Star Game took center stage in Los Angeles, the epicenter of celebrity and fame. The goal was clear: to spotlight the players as the Hollywood stars they are, both on and off the field. Building on the momentum of 2022, MLB enlisted global superstar Bad Bunny to host the Celebrity Softball Game, a move that electrified fans and led to a record-breaking sellout crowd at Dodger Stadium.
Strategy
Our approach was to elevate the shoots to match the grandeur and energy of Los Angeles, presenting players as true stars through A-list-style portraits captured by a renowned Hollywood photographer, Peggy Sirota.
Execution
The first shoot focused on the players, set against a behind-the-scenes movie aesthetic—raw yet cinematic—to highlight their star power. To amplify the experience, we enlisted LA/NY-based DJ M.O.S. to curate the soundtrack, adding vibes and energy. For the second shoot, we turned the spotlight on the celebrity participants, creating a custom-built dugout transformed into a vibrant street-art installation adorned with posters of the players and celebs. Every detail was meticulously designed to embody the "Make It Major" campaign and reflect the spirit of All-Star Week in LA.
Role: Creative Director, Designer
Collaborators: Jared Ryder & Andrew Thiele
Client: Major League Baseball
Project: World Baseball Classic 2023
Overview
The 2023 World Baseball Classic is a landmark event, bringing together 20 nations and showcasing baseball’s growing global influence. With record-breaking viewership and electrifying matchups, the tournament captivates fans worldwide. Iconic moments and star performances highlight the sport’s international appeal, reinforcing its cultural significance and expanding its reach to new audiences.
Strategy
The creative strategy focused on amplifying the global impact of the tournament by developing market-specific assets for each participating nation. To achieve this, I led four strategic photoshoots in Tokyo, Arizona, Taiwan, and Miami, ensuring each matchup and game had its own visual identity. Leveraging the international brand style guide, we deconstructed the logo into dynamic color variations reflective of each country, creating a cohesive yet localized aesthetic. Partnering with a set design agency, we brought the vision to life—from immersive pool play visuals to a championship shoot in Miami—delivering a bold, shareable campaign that resonated across social and marketing channels.
Execution
I appointed key designers from my team as creative directors at each international/domestic location, ensuring a seamless execution of our vision from the test shoots. The mission was clear: replicate our successful strategies and bring them to life globally. The result was a resounding success, with the 2023 World Baseball Classic driving unprecedented engagement across social platforms and live TV. The campaign led to a significant increase in social media engagement across all major platforms. Instagram saw a growth of around 210K followers, with millions of likes, comments, shares, and over 300M impressions. Twitter gained roughly 80K followers, generating billions of impressions and millions of engagements. TikTok grew by about 360K followers, with over 160M views and more than 130M impressions. Facebook added about 30K followers, accumulating over 270M impressions. This success was driven by a creative campaign that provided participating countries with a toolkit to produce localized content, maintaining a consistent visual identity. The campaign significantly boosted engagement and expanded baseball's global reach.
Role: Creative Director, Designer
Collaborators: Jared Ryder, Andrew Thiele, John Luongo, Eleni Mentis, Catherine Smith, Lucas Stevenson, Joe Na
