Designer, director and photographer

The concept for this collection will be a combination of flipping old thrifted clothes and repurposing them into a full-fledged limited edition clothing line. The process not only involved fabrics, but a variety of common household items that were turned into art pieces.

The No-Phone Launch Party

Brand Strategy · Creative Direction · Experiential Design · Full Production

Objective

Reposition First Rounds On Me from a dating app into an approval-based social platform designed to reward real-life plans at curated NYC bars and cafés.

The launch needed to do one thing clearly:

Prove that we are serious about getting people off their phones.

Core Insight

New Yorkers don’t need more ways to connect digitally.
They need fewer distractions and more presence.

If the brand promise is real-world connection, the launch couldn’t just suggest it.

It had to enforce it.

Strategic Move

We turned the campaign line
“Get the F*ck Off Your Phone”
into a physical rule.

Every guest locked their phone in a Yondr pouch upon entry.

No scrolling.
No photos.
No texting.

The absence of phones wasn’t a gimmick.
It was the product in action.

Art Direction

The visual world was elevated and restrained.

Palette: Black + silver
Mood: Cinematic, downtown, intimate
Energy: Classic New York nostalgia, reinterpreted

To counterbalance the tension of phone removal, we layered analog comfort:

• Vinyl DJ spinning early 2000s hits
• Live saxophonist weaving through the crowd
• Classic cocktails: Manhattans, Cosmopolitans, Dirty Martinis
• Tiny passed hot dogs
• Build-your-own BonBon candy bags

It felt timeless. Tactile. Slightly romantic.

Behavioral Design

Without phones, we had to intentionally design connection.

We created social scaffolding:

• “Find a Guest” Bingo
• “Find the Excuses” word search (a playful nod to flake culture)
• Rule cards encouraging guests to talk to strangers
• Drink-buying prompts

To replace digital documentation:

• Disposable cameras were handed to guests
• A live sketch artist created hand-drawn portraits

Moments were captured imperfectly.
Memory over immediacy.

The sketch portraits required stillness and eye contact — reinforcing presence in a subtle but powerful way.

Takeaway Strategy

We also designed physical artifacts guests could take home.

Custom matchboxes read:

“They wouldn’t let me take pictures, so I stole this matchbox instead.”

The line turned restriction into humor.
It extended the campaign voice into something tangible and collectible.

Instead of leaving with content, guests left with objects — proof they were there.

Marketing Impact

The event functioned as:

• A live demonstration of the rebrand
• A word-of-mouth engine rooted in intrigue
• A delayed content strategy via disposable photo development
• A cohesive extension of the wheatpasted street campaign

We didn’t manufacture FOMO.

We manufactured memory.

My Role

I led the entire concept and execution:

• Rebrand launch alignment
• Experiential strategy
• Creative direction
• Full production management
• Activation design
• Vendor coordination
• Cocktail and food curation
• Sketch artist booking
• Floral design

This wasn’t an event layered onto a campaign.

Creative Direction · Campaign Concept · Script · Guerrilla + Experiential Strategy

When First Round’s On Me pivoted from a dating app into an approval-based social app designed to get people off their phones and into real-life plans, the launch couldn’t feel like a tech update.

It needed to feel like tension.

The insight:
New Yorkers are hyper-connected and deeply disconnected at the same time.

We introduced the campaign with a bold, confrontational line:

GET THE F*CK OFF YOUR PHONE, said a social app.

The Street

We developed a wheatpasting campaign across downtown Manhattan, layering posters in nightlife corridors and cultural hotspots. The visual system paired intimate bar and café imagery — beers, cocktails, coffee tables, dim lamps, imperfect moments — with stark, unapologetic typography.

The contrast was intentional.

Warm, analog environments.
Cold, direct messaging.

It felt less like an ad and more like a cultural statement. Almost like the city was talking back to itself.

The Experience

To make the message real, we hosted a No-Phone Launch Party.

Every guest locked their phone in a pouch at the door.

No scrolling.
No photos.
No digital safety net.

Instead, we created social prompts and rules designed to encourage presence and interaction. The brand promise became physical behavior.

The app rewards members with complimentary rounds at curated NYC bars and cafés. But the campaign wasn’t about free drinks.

It was about accountability.

Show up.
Be present.
Make the plan real.

Built in New York.
For people tired of “we should.”

Lucky Māo Launch Dinner

Producer · Creative Director · Guest List Strategy

To launch Lucky Māo, Orbital Kitchens’ delivery-only Chinese takeout concept, we transformed a historic New York apartment into a one-night-only fine dining restaurant.

The goal was simple but ambitious: challenge the perception of virtual brands and prove that delivery-first concepts can carry the same cultural and culinary weight as traditional restaurants.

For one night, 40 influential New Yorkers, food writers, artists, tastemakers, and loyal customers, gathered around a multi-course tasting experience hosted by Chef Tommy Lai, the Michelin-trained chef behind Lucky Māo’s menu.

The evening pulled back the curtain on the faces and craftsmanship behind the brand, bringing legitimacy and emotional depth to what is often dismissed as “just takeout.”

We invited 34 curated guests from across the city’s creative and food scenes to experience the brand before the public ever could, turning a digital-first concept into a tangible, immersive moment.

This wasn’t just a dinner.
It was a reframe of what a virtual restaurant could be.

El aragüaney, el turpial, la orquidea - Venezuela’s national symbols.

Inspired by Venezuela’s fauna (flora) and its beauty.

Photographer and creative director

Designer, creative director and photographer.

Custom, handprinted wood.

Packaging design and rebranding for Artik Clean in 2020

Original illustration and design

Original Instagram post designs for various companies

The heartbreaking crisis of my country, Venezuela, is portrayed in these pieces. Throughout the pieces, I have represented many of the critical issues that Venezuela is facing. Venezuela is in crisis, and currently has both the world's highest inflation rate and crime rate. In these two pieces, I have depicted many of Venezuela’s issues through multi media art. I have used photoshop, painting, drawing, crayon melting, and collage to illustrate issues such as crime, protests, inflation, and hunger. The background contains headlines and excerpts from actual published articles such as, “Venezuela’s Farms and Factories Falter, as the Country Struggles to Feed its People” and “At Least 35,000 Venezuelans Cross Borders to Colombia to Buy Food and Medicine.”

The crisis of Venezuela is an issue that has not only affected me, but also all my family, friends, and most of the citizens of our country. It is a theme that has been very significant in my life. I wanted to represent some of the struggles my fellow Venezuelans have to contend with on a daily basis.

While the news relays the many problems that plague Venezuelans, it does not capture the seemingly opposite feelings of despair and patriotism that many Venezuelans wrestle with.  We love our country and hope that it can be resurrected, yet we deal with the stark realities of crime, escalating inflation and political corruption. I will always be proud to call myself a Venezuelan and if I can use art as a medium to speak up for my country, there is no other topic I would rather explore. I am hopeful that one day I will create artwork which will represent the inspiring recovery and triumph of my home, Venezuela.

Original design of party invitations