Leading concept-to-execution creative across all brand disciplines for teams that value ideas as much as results.

My Story

Australian-born EMMY Award Winning creative storyteller with a unique background — a former athlete turned brand specialist. My journey from the court to the creative world has gifted me with work ethic, adaptability, and competitive mindset that sets me apart.

My versatility and experience makes me a valuable asset in any creative role, offering a unique perspective that blends storytelling and an eye for aesthetics to resonate with audiences.

I love pushing creative boundaries, learning new skills, and finding innovative ways to tell stories that drive results, engagement, and overall brand perception.

Recently

Lead all visual storytelling, branding, and creative execution for the University of Louisville Men’s Basketball program. This multi-disciplinary role leverages a wide variety of skills inclusive of graphic design, photography and video production. Oversee the conception, production, and delivery of high-impact multimedia content that elevates the program’s identity, supports recruiting and NIL initiatives, and drives fan engagement across digital, in-venue, and institutional platforms.

Serves as a creative leader and strategic partner within the men’s basketball program and the broader athletics department. This role sets the visual standard for the historic program, influences brand perception among recruits, fans, and national audiences, and plays a critical role in shaping how the Louisville Men’s Basketball story is told, cultivated and valued.

Creative Director, University of Louisville
March 2024 - April 2026
Louisville, KY, USA

Emmy Award Winning production

The Emmy Awards, presented by the Television Academy and NATAS, are the premier honors for artistic and technical excellence in the American television industry, covering prime-time, daytime, news, documentary, and sports programming.

Operation ReviVILLE launched alongside the new era of Louisville Basketball under head coach Pat Kelsey. I served as director and camera operator for this project and it won an Emmy Award for Branded Content - Short Form in 2025

Intro video for the 2024-25 Basketball season which plays before tipoff at home games. I served as the Producer for the project and it received an Emmy finalist nomination and finalist in Sports Open/Tease in 2025.

Featured Projects

Louisville Basketball Intro Video 2025-26

Led the creative direction and full production of a cinematic intro video for the Louisville men’s basketball team, played before every home game to set the tone for competition. Developed the concept and visual language, directed the shoot, and executed all cinematography and editing to deliver a high-impact, narrative-driven piece.

Extended the value of the production by repurposing studio footage into season-long promotional and broadcast content across the program and partners including ESPN, CBS, and adidas.

Vintage Jersey Product Reveal

Produced a vintage-inspired jersey release campaign centred around a skit-driven hero video with a retro aesthetic. Managed full production, including sourcing a vintage Porsche 944, coordinating logistics, and executing all filming and post-production. Delivered a multi-asset rollout with additional product-focused content to extend the campaign across digital platforms.

2025-26 Team Poster

Led the creative direction and design of a multi-platform team poster for the Louisville men’s basketball program, translating roster storytelling into a dynamic, scalable visual asset. Collaborated on directing the player photoshoot, then independently designed and executed the final composition. Deployed across social, digital wallpapers, and in-arena print giveaways to deliver a cohesive, fan-facing brand presence.

Photography: Game-day team photographer Mallory Peak, Creative Direction & Design: Myself

Cardinal Commitment: An inside look at the offseason for Louisville Men's Basketball

Developed and executed a multi-season, behind-the-scenes documentary series highlighting the Louisville men’s basketball team’s offseason preparation. Structured as a four-episode seasonal rollout, the series combined interviews, voiceover, and cinematic coverage of training, workouts, and team culture.

Led all aspects of production; conception, filming, editing, and distribution, creating a consistent long-form content format that resonated with audiences and drove high engagement across multiple social platforms.

Donovan Mitchell x adidas Jersey Reveal

Collaborated on the design of the Donovan Mitchell x Louisville uniforms with Adidas and Donovan Mitchell, translating the “Spida” identity into a cohesive visual direction. Produced the full jersey reveal campaign from concept through final edit, delivering a high-impact launch recognized by brand partners. Developed follow-up “details” graphics to showcase design elements, extending the spiderweb-inspired narrative across the full content rollout.

Countdown to Tip-Off

Directed and produced a four-part countdown series for the Louisville men’s basketball team, released at key milestones ahead of the season. Concepted skit-style, short-form content rooted in iconic local settings, pairing player personality with culturally driven storytelling. Owned the full process from concept through final edit, delivering a cohesive campaign built for digital engagement.

Co-direction: Donald Crocker

Recruiting Photoshoots

Own recruiting photoshoots as a key responsibility, producing high-end, personalised content for elite prospects from concept through delivery. Collaborated with families and agents to ensure a professional, high-level experience.

Graphic Design

Produced graphic design for the Louisville men’s basketball brand, delivering consistent, high-impact content across platforms while maintaining and evolving the program’s visual identity.

Cinematic Recaps

Produced cinematic game recaps for the Louisville men’s basketball team, shaping multi-angle game footage into narrative-driven social content. Directed videographers on home game day to capture storytelling-driven coverage, and solo at away games. Edited 2–4 minute pieces using broadcast audio and original footage to build emotion and context. Consistently delivered high-production content within a 24-hour turnaround.