Hi there, my name is Sean.
I’m a creative with a pulsating passion for crafting narratives that leave a mark on an audience. The reason I pursued this industry was my love of filmmaking and creating a lasting impact. I approach my work from a deeply emotional, psychological place, where I understand people and their behavior, allowing me to create work that truly resonates. I never saw myself as solely a copywriter or art director, but a creative conceptualist who aims to create work that's strategic, cinematic, and memorable.
WORK
001. Apple Music: “The Sound of Life”
This campaign for Apple Music showcases the profound role music plays in shaping
our lives. “The Sound of Life” is designed as a form of brand expression and positioning
in culture.
Apple’s brand promise and iconic slogan is “Think Different”. This promise reinforces the
brands commitment to innovation and a unique perspective. This Apple Music campaign
further evaluates that idea through the power in which people uniquely interpret music
and the role in can play in each one of their lives.
One song can mean something deeply personal to you, and something entirely different
to someone else. We all hear the same music, but through our unique emotional lens, it
takes on its own weight and meaning. This is the heart of“The Sound of Life,” a
universally relevant, emotionally resonant idea.
The campaign lives across OOH and expands into an integrated feature within the
Apple Music app. Users can swipe up beneath a playing track to share a one-sentence
story about what the song means to them. They can also explore how others interpret
the same track, creating a layered social interaction that reveals new perspectives on
music. (mock-ups WIP)
Art direction, concept, and copywriting by me.
002: Zara & Sofia Coppola: “The Dreamer”
“The Dreamer” is a conceptual spec campaign for Zara, inspired by filmmaker Sofia
Coppola’s refined personal style and her signature cinematic lens. The campaign title
comes from a nickname given to Coppola by one of her early cast members, reflecting
her unique point of view and dreamlike approach to storytelling.
The campaign promotes a limited edition sleepwear line that showcases Coppola’s
aesthetic: sophisticated, effortless, chic yet comfortable, garments that blur the line
between formal wear and loungewear.
Sofia Coppola’s intimate bedroom scenes, a recurring image across her films, became
the foundation for this creative direction. I wanted to create a campaign that not only
showcased the collection but also celebrated Coppola as “the dreamer” of her stories.
Campaign Elements
Print & OOH: A collage-based visual system mixing imagery of models and Coppola
herself wearing the collection in bed. Light leaks and film textures reference her
cinematic aesthetic, while the collage format demonstrates the physical craft of film
editing.
Campaign Film: Set in an elegant Parisian hotel room, the film portrays Coppola in her
element, writing a screenplay on a typewriter, dressed in the collection. A reflective
voiceover, written by me, explores her creative process when crafting intimate
cinematic moments. The tone is quiet, intimate, and deeply atmospheric.
Social Media: Curated Instagram posts and captions extend the campaign’s narrative
into a digital space, reinforcing The Dreamer as both a state of mind and a lifestyle.
Art direction, logo design, concept, and copywriting by me.
003: Calvin klein: “Obsession. The moment never lets go”
This spec campaign reimagines Calvin Klein’s iconic Obsession fragrance through
the angle of modern desire. The concept explores the mental loops we fall into when
lust takes hold and moments replaying in our minds with obsessive intensity.
A series of print ads use repeating visuals to mirror this cycle, while a brand film
brings the idea to life cinematically. Shot in grainy black and white, the film captures
escalating gestures of affection, creating an immersive and sensory driven narrative.
The work positions Obsession for both men and women, reflecting desire as a
universal experience.
Art direction, concept, and copywriting by me.
005: The Cosmopolitan of Las Vegas: “The Art of Indulgence”
The Art of Indulgence is a campaign built around The Cosmopolitan of Las Vegas,
and it’s iconic promise of offering “Just the right amount of wrong.” It taps into the
hotel’s mischievous, thrilling, and luxurious identity, inviting guests to step into a
world where indulgence isn’t just allowed, it’s encouraged.
The goal of the campaign is to spark an instinctual desire to explore the parts of
yourself you usually keep tucked away. At The Cosmopolitan, you’re free to slip into an
alternate version of yourself, one that thrives in fantasy and the electricity of mischief
lingering around every corner.
Campaign Elements
Cinematic Film & Music Platform: A heightened, immersive brand world expressed
through original film content and a curated music platform that reflects the hotel’s
behavioral identity.
Livestreamed In-Room Experiences: Guests can stream the hotel’s extravagant shows
directly from the comfort of their room, turning every suite into a private front-row
escape.
Instagram Guest Takeovers: Visitors can apply to take over the Cosmopolitan’s
social platforms to share their own daring, indulgent moments. Their content is
reposted to create deeper engagement and amplify digital visibility for the hotel.
Boston, MA, August 2025
Boston, MA, May 2025
Boston, MA, April 2025
