PERSONNEL PROFILE

[A DECADE PLUS OF VISUAL DEPLOYMENT]

A person with glasses and a beard wearing a black baseball cap with a yellow P logo, against an orange background.

THE ORIGIN DIRECTIVE

My approach to Art Direction wasn’t learned in a classroom it was forced out of necessity. It’s not a job I clock out of; it’s the lens through which I navigate the world. As the late great Jake Phelps said, "Skateboarding doesn't owe you shit. You owe everything to skateboarding." I’ve spent my life paying that debt.

Creativity for me was survival. Growing up, skateboarding wasn't a hobby; it was the only economical gateway to a different world. It was cheaper than a bike and faster than walking away from a bad environment. That resourcefulness became the foundation of my work ethic. If I didn't have it, I built it. If I couldn't afford it, I figured out a way to earn it.

THE SUBculture EDUCATION

My introduction to brand identity didn't come from a textbook it came from seeing NeckFace's work in thrasher and realizing the correlation between skateboarding and graffiti. I spent years painting trains with a crew, skating all day and hitting steel all night. We didn't ask for permission to exist; we just existed. That raw, visceral authenticity of the skate, graffiti and hardcore scenes is the heartbeat of my creative direction. If it isn't authentic, it isn't worth it.

FROM THE LENS TO THE LAYOUT

My transition into the digital suite was born from the same DIY drive. I picked up a camera to document our work on the trains, and if the shots didn't hit right, I taught myself the Adobe Creative Suite to fix them. I realized early on that the same energy I put into a sketch or a mural could be channeled into digital assets and graphic design. I started creating so I could fund the lifestyle spray paint, boards, and lenses. Eventually, the hustle became the craft.

THE PHILOSOPHY

I believe in Art Direction that is standoffish, bold, and unapologetic. I’ve spent years connecting the dots between the subcultures that define me. I am a Director who understands the "Hard" in hardgoods because I’ve spent my life on the concrete.

I don't just work in the culture. I owe my life to it.