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50+
motorsport launches.
ZERO compromise.

Creative Director & Hands-On Art Director
The Kinetic Force Behind Kawasaki Motorsports

My career thrives on a rare, high-stakes duality. In the boardroom, I am a strategic, client-facing weapon—pitching directly to Kawasaki’s VP of Marketing and executive stakeholders, turning complex business targets into aggressive, culture-defining creative concepts. But the moment the pitch is won, the suit comes off. I am a player-coach who leads from the front line—concepting, designing, and art-directing alongside my team to transform raw steel into pure human emotion.

Me in a KX shoot at Kawasaki's Test Track in Riverside

The thrill
of the Ride.

For nearly a decade, I didn’t just direct motorsports advertising from the safety of the sidelines—I lived in the trenches, shaped the pixels, and commanded the narrative. As the Creative Lead at Fuse for Kawasaki, I was the dual-engine driving one of the most iconic powersports accounts in the world.

Creative Direction & Vision
Orchestrating global and regional campaigns from napkin sketch to final asset delivery.

Visual Storytelling
Merging commercial impact with a cinematic, authentic aesthetic that avoids corporate clichés.

Creative Process
From concepting to defining, from scouting to shooting, from capture to delivery creating is my thing.

Multichannel Ecosystems
Building cohesive worlds across print, digital, mobile apps, and experiential activations.

On-Set Leadership
Directing large-scale photography and video shoots under tight deadlines, ensuring the final direction matches the strategic vision perfectly.

Hands On Creation
From content to Keyart, from UX to UI, from Photo Retouching to Illustration, I am a multi versed creative that is not afraid to get his hands dirty. In fact, that is where I thrive.

A decade at Full Throttle

Motorsports enthusiasts don't just consume content; they scrutinize it. They demand absolute authenticity and reject cookie-cutter corporate aesthetics. To speak to them effectively takes more than a good eye—it takes years of earned experience in the dirt and on the track. You have to understand the machinery and the mindset firsthand to capture the visual language they actually respect.

Distinct Disciplines. Same Creative Anchor.

Launching seven + products a year in different categories meant fluidly shifting across entirely different riding cultures. No cookie-cutter template. I designed tailored visual languages for distinct enthusiast ecosystems. Same level of emotion, different ways to get there.

01. STREET // Pure Asphalt Adrenaline

The Creative Challenge: Capturing high-velocity street/track performance without feeling sterile or generic.
My Hands-On Approach: I designed high-contrast, moody key art layouts that framed the sportbikes like fine sculpture, balancing aggressive track action with late-night urban lifestyle aesthetics.

02. KX // Raw Motocross Grit

The Creative Challenge: Communicating raw power, dirt, and competitive dominance.
My Hands-On Approach: For KX, I wanted the consumer to feel the roost hitting their face. I spent days on active dirt tracks working directly with the DPs, demanding low, wide angles right in the impact zone, and designed gritty, textured print and digital ads that broke traditional corporate design rules.

03. OFF-ROAD // Raw Adventure Culture

The Creative Challenge: Balancing rugged capability with the freedom of off-road exploration.
My Hands-On Approach: Led extensive scouting missions into deep mountain trails and desert dunes to find backdrops that felt completely wild. I hand-picked the wardrobe and talent to move away from overly staged catalog looks, leaning into authentic, mud-splattered camaraderie.

04. JETSKI // Race the Water

The Creative Challenge: Elevating a hard-working utility vehicle into a premium, desirable machine.
My Hands-On Approach: I treated the Mule with the same cinematic respect as a supercar. I directed and designed campaigns focused on the poetry of hard work—scouting working ranches, using authentic lighting, and framing the vehicle as an indispensable tool of the trade.

01 / The Creative Direction: Campaign Photoshoots

The Vision

I directed lifestyle and action shoots with world champions emphasized the authentic, gritty connection between riders, machines, and their natural environments.

What you’ll see below

Final selects, color grading direction, and atmospheric lifestyle photography that has defined the modern Kawasaki aesthetic for the past decade.

Directing legendary 7X World Supercross champion Jeremy McGrath and Freestyle and Games champion magician Axell Hodges for the KX450 Anniversary Edition.

KX / Raw Supercross Grit

This is Jeremmy Mgrath hitting the berm. Knowing what lines he has to hit and what end result you want makes all the difference, and that comes with experience.

My Hands-On Approach: When designing or shooting around KX, the most important thing was to keep authenticity at the forefront. Riders are are a special breed of no nonsense down to the bone people. Talking to some of these champs you could see how humble but focused people they are, and how they enjoy a no gimmick attitude both to work and to these shoots.

Asphalt
Adrenaline

The original
Jetski

02 / The Foundation: Key Visuals & Campaign Identity

The Vision
Every great campaign needs a core anchor. I developed high-impact key art engineered to scale seamlessly across massive OOH billboards down to localized digital banners, maintaining visual punch at every size.

What you’ll see below
Master key visuals, typography layouts, and conceptual composite art developed for major product launches.

Directing legendary 7X World Supercross champion Jeremy McGrath and Freestyle and Games champion magician Axell Hodges for the KX450 Anniversary Edition.

A Brief case study of the Process:

Teryx KRX1000 Blackout

From scouting the perfect dune to the final retouching, my process transforms high-octane desert chaos into cinematic art. I manage the entire lifecycle of a shoot—strategic concepting, technical storyboarding, and high-speed execution—to ensure the raw grit of the machine meets the precision of a professional edit.

This is a brief case study for one of the many products I have shot thru the years.

Scouting is one of the most important steps in a campaign.

That is me in 130º F weather in Utah desert shooting the launch of th Teryx KRX1000

The Result: A look-book of a day having fun in the desert from day to night with the special Blackout Edition. Stories that connect with the right audience.

Let’s Build the Next Icon

The best work happens when meticulous strategy meets raw, unpolished passion. If your agency is ready to elevate how audiences experience speed, lifestyle, and performance, let’s talk.

I am currently based in Valencia, Spain and open to local and international collaborations.

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