When I work with artists or brands, I focus on understanding the vibe and the soul of the project. Artists bring emotion and history, so I always start with an exploration phase where we go through past artwork, imagery, references, styling and colors to get a clear sense of what feels true to them.

From there, I build a visual world based on those insights, a creative strategy covering look and feel, lighting, location, mood, color, graphic direction and content ideas. I also put together recommendations for the team that will bring it to life: photographer, videographer, stylist, hair and makeup, and the right locations. The goal is always to create something that resonates deeply with who they are and what the feelings of the music should look like.