Hi, I’m an Art Director and Senior Digital Designer with 29+ years of experience telling stories that connect with consumers. From directing photo and video on set to designing thoughtful e-commerce experiences, I focus on making every touchpoint feel connected and purposeful.

- CREATIVE DIRECTION - ON-SET PHOTO & VIDEO DIRECTION - UX/UI DESIGN - CREATIVE STRATEGY & BRANDING - CONCEPT DEVELOPMENT - E-COMMERCE EXPERIENCE DESIGN - EMAIL & SOCIAL CAMPAIGNS

- CREATIVE DIRECTION - ON-SET PHOTO & VIDEO DIRECTION - UX/UI DESIGN - CREATIVE STRATEGY & BRANDING - CONCEPT DEVELOPMENT - E-COMMERCE EXPERIENCE DESIGN - EMAIL & SOCIAL CAMPAIGNS

Black and white portrait of a smiling man with light-colored hair, beard, and glasses, wearing a patterned shirt against a plain background.

what I do

  • Art Direction

  • UX/UI Design

  • On-set Photo & Video Direction

  • Content Design & Strategy

  • E-Commerce Experience Design

  • Cross-Functional Collaboration

  • Team Leadership, Mentorship & Career Development

  • Accessibility & Responsive Design

  • Design Tools

    • Adobe Creative Suite

    • Figma

    • CMS - Core Media

My WORK

  • A woman squatting, dressed in a striped shirt, white pants, a denim jacket, and brown heeled boots, in a studio with a neutral background and a cloth backdrop.

    ART DIRECTION

    On-set photo and video art director bringing Timberland’s craftsmanship and heritage to life.

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  • A black and white promotional image featuring a woman sitting on the ground in a relaxed pose, wearing boots. The graphic overlays include a large, stylized logo with a tree symbol, the word 'ICONIC' with the logo replacing the 'O', and the phrase 'STEP INTO THE ICON'. There are navigation links at the top labeled 'Sale', 'Men', 'Women', 'Pro Work', and 'Community'. Below the main image, there are two product images of Timberland-style boots labeled 'SHOP MEN' and 'SHOP WOMEN'.

    UX / UI DESIGN

    Designing customer journeys through thoughtful storytelling and purposeful design.

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  • A pair of ice boots stacked on top of an ice sculpture, illuminated with blue light in a dark background.

    360 CAMPAIGN WORK

    Creating cohesive brand stories that seamlessly connect in-store moments with online experiences.

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  • A woman cosplaying as Ahsoka Tano from Star Wars, wearing special effects make up, wielding a lightsaber, in a forest.

    STUDIO ARTS - SCULPTING/MOLD-MAKING/FABRICATION

    I’m also a sculptor, mold-maker, and SPFX studio artist. I create custom masks and props for cosplayers, collectors and small movie productions.

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UX / UI DESIGN

Timberland - advice of An ICON

UX / UI DESIGN
EMAIL DESIGN

Summary
For Timberland’s Fall 2025 campaign featuring Spike Lee and Skepta, I led the UX design of the eCommerce experience, shaping how the campaign came to life across digital touchpoints. I defined the customer journey from email and social entry points through the site, PLPs, and PDPs, with all design work created in Figma and delivered for CMS execution.

Role
Senior Digital Designer

The Work
UX Design
UI Design
Digital Art Direction
Prototyping
Figma

Teams
Global Marketing
AMER Marketing
AMER Merchandising
Digital Content team
Gabriel Moses Photographer and Director

Advice of an Icon User Journey - Figma

Timberland - ICONic

UX / UI DESIGN
EMAIL DESIGN

Summary
I designed the end-to-end eCommerce experience for Timberland’s 2024 Fall ICONIC campaign, translating Jamie Morgan’s photography featuring Naomi Campbell into a cohesive digital journey. I mapped user flows from email and social through the site, PLPs, and PDPs, with all UX design created in Figma and delivered for CMS implementation.

Teams
Global Marketing
AMER Marketing
AMER Merchandising
Jaime Morgan Photographer
Digital Content team

The Work
UX Design
UI Design
Email Design
Digital Art Direction
Prototyping
PhotoShop

Role
Senior Digital Designer

Iconic Teddy Swims PLP Banner

SamUEL Adams X Timberland PRO Collab

UX / UI DESIGN

Samuel Adams X Timberland Collab - Wire Frame to Final Design

Summary
I designed the Samuel Adams x Timberland PRO® collab landing page, taking it from early wireframes through final design. The page brings together rugged workwear and craft beer culture through a bold, product-forward layout, clear visual hierarchy, and strong brand storytelling. The final experience highlights the limited-edition drop while guiding users seamlessly from the hero moment into featured products and lifestyle content.

The Work
UX Design
UI Design
Digital Art Direction
Prototyping
Photo Shop

Role
Senior Digital Designer

Teams
AMER Marketing
AMER Merchandising
Digital Content team

ghostbusters X Timberland collab

UX / UI DESIGN
EMAIL DESIGN
Talent Acquisition

Summary
I designed the end-to-end eCommerce experience for Timberland’s Ghostbusters limited-edition collaboration, leading the digital design for the limited release landing page and consumer email campaign. I also supported the creative production by sourcing talent and props for the photo and video shoot, helping bring the campaign to life across digital touchpoints. The collection sold out within minutes of release.

The Work
UX Design
UI Design
Email Design
Digital Art Direction
Prototyping
PhotoShop

Role
Senior Digital Designer
Prop and Talent Acquistion

Teams
AMER Marketing
AMER Creative Director
Digital Content team

Timberland - Crafted for confidence

UX / UI DESIGN
EMAIL DESIGN

Summary
I designed the end-to-end eCommerce experience for Timberland’s Spring 2025 brand campaign, Crafted for Confidence, leading the wireframes and final design for the campaign landing page and art directing the consumer email series. I shaped a cohesive digital journey from email through the site experience, ensuring the campaign story translated seamlessly across key touchpoints. I also provided on-location digital design perspective during the photo and video shoots to help bring the creative vision to life.

Teams
AMER Marketing
AMER Creative Director
Jay Kolsch Photographer
Digital Content team

The Work
UX Design
UI Design
Email Design
Digital Art Direction
Prototyping
PhotoShop

Role
Senior Digital Designer

Crafted for Confidence Email Campain - Design Work and Art Direction

on-set photo and video Art direction

Summary
With 15 years of on-set photo and video art direction experience, I’ve helped shape campaign visuals from concept through capture, guiding composition, talent, styling, and product storytelling to ensure every frame supports the brand narrative. I collaborate closely with photographers, directors, producers, and stylists to keep creative aligned in real time, helping to deliver assets that translate seamlessly across eCommerce, email, and full-funnel digital touchpoints.

Timberland Two Below Zero Boots
A person standing alone on a dimly lit street at night, wearing a black jacket, beige work boots, and a white hoodie. The street has yellow brick buildings and trash bins, illuminated by warm streetlights, with a wet pavement reflecting the lights.
Close-up of a yellow Timberland boot with water droplets on the nubuck surface.
Pink and maroon Timberland boots surrounded by heart-shaped containers filled with pastel-colored candies, set on a red background for Valentine's Day.
A tan hiking shoe with black accents and rugged sole, placed on a mossy rock surrounded by evergreen branches, white flowers, and a white cloth backdrop.
A woman crouched down, resting her chin on her hand, wearing a denim jacket, white pants, and brown chunky-heeled Timberland shoes, with a neutral background.
A person crouching and looking at the camera, wearing a pink shirt, tan pants, and red Timberland boots, with a neutral background and photography equipment in the background.
A man and woman posing in casual outfits in a studio with a cream backdrop.
A man and a woman standing against a white wall, wearing Timberland casual clothing, with one in tan and the other in white and black, smiling and posing casually.
Three pairs of women's Timberland shoes on a white surface: brown heeled slip-on boots, beige lace-up shoes, and black sneakers with white soles.
Flat lay of Timberland-themed apparel and accessories including T-shirts with outdoor and mountain designs, notebooks, pens, a map, binoculars, a watch, a flashlight, a whistle, and a small speaker, displayed on a light-colored surface.
Six colorful T-shirts hanging on a black clothing rack against a white background.
Pair of yellow Timberland boots hanging on a rustic wall.
A pair of yellow Timberland work boots with black padded collars placed on a weathered wooden block.
A pair of worn tan work boots, a bottle of Timberland boot cleaner, a spray bottle of balm proofer, a container of WAXIUM, a black cloth, a pair of brown shoes, yellow shoelaces, a nail file, and a boot restoration kit with small bottles and brushes,
A pair of purple Timberland boots surrounded by pink, purple, and white flowers on a concrete surface.
Collection of green and cream hoodies, sweatshirts, and sweatpants with Timberland logos and designs laid out on a white surface.
Two pairs of Timberland-style work boots, one yellow and one brown, placed on a white surface.
A black hiking boot with a Timberland logo on the side, resting on a cobblestone surface.
Black Timberland PRO winter jacket hanging on a hook and a pair of blue Timberland PRO outdoor boots displayed on a white pedestal against a grey tiled wall with geometric wall art.
A young girl wearing a white t-shirt, black leggings, a denim jacket tied around her waist, and red sneakers jumping in the air over an orange box on a plain white background.
Young boy with red hair sitting on a yellow block, wearing boots, khaki pants, and a white shirt with orange sleeves, next to a red soccer ball and green plants, against a plain white background.
Close-up of tan Timberland boots with colorful logos and a red ankle collar, worn by a person standing on a dark surface, with the background showing part of a wooden surface.
A young man with dreadlocks squatting on the pavement at night, wearing a black jacket with a white hood, black pants, and Timberland boots with a colorful design.
Close-up of the sole of a Timberland boot with water droplets dripping off the edge.
Close-up of the back of a Timberland yellow boot with water droplets on it, showcasing the waterproof nubuck material.
Close-up of wet brass eyelets and red and black laces on a brown Timberland Field Boot with water droplets.
Red insulated winter jacket, brown leather hiking boots, and brown gloves surrounded by colorful string lights.
Close-up of person wearing yellow Timberland boots and dark jeans, standing on a concrete sidewalk in a park with benches and trees in the background.
Person wearing tan Timberland boots sitting on a concrete structure outdoors.
Close-up of a person walking on a pathway wearing tan Timberland boots and black pants, with green grass on the side and trees in the blurred background.
A woman with curly black hair wearing a brown t-shirt and blue jeans carrying a black Timberland backpack with brown accents indoors against a patterned wall.
A man walking inside a warehouse carrying a yellow and red ladder.
Close-up of a person walking in an industrial or warehouse setting, wearing gray and orange athletic shoes and black pants.
Person in tan pants and purple shoes walking on ramp with yellow railings and a warehouse building in the background.
A gray and orange Timberland PRO warehouse shoe with a sturdy sole, resting on a rough concrete floor.
Close-up of person wearing brown pants and Timberland hiking boots, leaning on a yellow handrail near concrete stairs on a sidewalk.
Three people in a forest, two men and one woman, are posing for a photo. The woman is sitting on a rock, smiling, and holding a camera. The men are standing on either side of her, leaning in, and smiling. They are dressed in outdoor clothing, includi
A transparent ice sculpture of Timberland 6" boot, sitting on crushed ice with a dark background.
A pair of black Timberland boots on a rusty metal surface against a dark background.
Six pairs of men's Timberland boat shoes arranged on a concrete floor, with sunlight casting shadows.
Pair of brown, black, and beige boots with gold eyelets, and champagne bottles with gold foil caps against a white background.
Three hiking boots of different styles and colors are displayed on a rock, with a white background.
Pair of red patterned winter boots with Christmas-themed designs, surrounded by holiday gift wrap and ribbons.

motion - gifs / videos

Logo Boot animation

On-set art direction for the photo and video shoot highlighting Timberland’s 2017 Cyber Monday limited-release boot.

two below zero collection teaser video

I art directed the on-set production for Timberland’s Two Below Zero Collection Instagram teaser video, bringing the launch concept to life through a striking resin-cast boot treatment designed to mimic ice. The final video built anticipation ahead of release, translating the collection’s cold-weather attitude into a bold, scroll-stopping moment for social.

countdown to midnight collection social video

I supported on-set direction for Timberland’s 2018 social video shoot promoting the limited-release Countdown to Midnight Collection. Shot by renowned director, photographer, and "visual engineer" Steve Giralt in his NYC production studio, The Garage. The concept used ultra slow-motion capture to reveal the product launching from a popping champagne bottle at midnight on New Year’s Eve.

Ice boots with condensation, sitting on a bed of crushed ice, illuminated with a cool blue light.

TWO Below zero
360 campaign

In-store & Online

A transparent ice boot on a reflective black surface with a black background.

Prototype “ice” boot urethane resin casting.

from concept to completion

Timberland was looking for a bold way to tease the release of its limited-edition boots online and in 17 stores across the United States. The collection featured two colorways, Frost Bite (white) and Black Ice (black), both inspired by winter and ice. I developed a full 360° campaign centered on an in-store display featuring clear urethane resin “ice” boots set atop a glowing, shard-like urethane base. I created a proof-of-concept prototype by molding a real boot in silicone and casting it in clear urethane resin, as well as sculpting a small maquette of the display stand. I also designed the teaser and reveal creative across eCommerce, email, and social. Final production was executed by Frank Ippolito and his team at Thingergy, Inc. The finished work was featured on the Timberland Two Below Zero landing page.

A person holds up a gray boot sculpture in a cluttered workshop with tools and supplies, with another person working in the background.
Timberland boot embedded in a mold for casting, with workshop tools and supplies in the background.
A transparent ice sculpture in the shape of a Timberland 6" boot, placed on ice shards with a blue ice sculpture in the background.
An ice sculpture of a Timberland 6" boot illuminated with white and blue lights on a bed of crushed ice.
Display shelves shaped like red triangles holding Timberland boots, hats, and scarves in a retail store. A poster in the center features a white boot with the text "Two Below Zero."

In Store: Boot displays as seen in the store windows and on the front and forward tables of the store. Table cover and window background designed by Larry Panfil and Holiday window triangle shelving designed by Marie Wood.

Landing page and Email: Site Design by me. Consumer emails built by Helena Olsen. Site production by Jon Morris. Photography by Chris Saunders and Denis Hambucken. Coded by Ryan Obermiller.