Serving as a major creative partner to Shark, I helped build Shark Beauty into one of the most culturally relevant brands in the category.

Across product launches, brand campaigns, broadcast spots, CGI films, and performance-driven content, I helped shape the creative vision behind some of Shark Beauty’s most successful and recognizable products—including FlexStyle, SmoothStyle, and FlexFusion.

My role spanned concept development, art direction, creative direction, production oversight, and post-production leadership. From launching entirely new products to evolving established franchises, I worked across every stage of the creative process to ensure Shark Beauty’s innovation connected with consumers in meaningful ways.

Shark Beauty

FlexStyle

The viral success of FlexStyle became a cornerstone of the brand’s growth. The globally distributed OTT and broadcast campaign showcased the product’s versatility while helping establish Shark as a serious challenger in the beauty space. From customizable “Build Your Own” creative to highly technical CGI product films, every campaign was designed to balance product education with premium brand storytelling.

A close-up image of a Shark FlexStyle hairbrush on a peach-colored background and a second image showing the brush with some text overlay, including the words "or big & voluminous" and "Shark FlexStyle".
A promotional graphic showing various hair textures and styles with the text "For All Hairkind" and the Shark FlexStyle logo.
A grooming device with a rounded brush head filled with black pins, used for styling hair, shown next to an image of brown hair with text overlay that says 'whether you like it silky smooth'.

SmoothStyle

As the portfolio expanded, I helped launch new innovations including SmoothStyle and FlexFusion. For SmoothStyle, Shark’s first-ever lifestyle beauty campaign, I developed a consumer-first creative platform centered around everyday hair challenges. The campaign showcased how the product fit seamlessly into real routines—from bedhead and post-workout touchups to post-shower styling—through lifestyle-driven storytelling that resonated with a younger, Gen Z-focused audience. Every creative decision, from casting and wardrobe to environments and cinematography, was designed to strike the right balance between aspirational lifestyle content and clear product demonstration.

A woman with long brown hair smiling, positioned next to a hair curling machine that is heating hair with red glowing coils.
A person holding a Shark brand hair styling tool with a round brush attachment.
A woman is using a heated hairbrush to straighten her long, brown hair in a salon or home setting.

Exceptional Results

Consumer testing delivered 99% positive scores across key brand metrics, including product interest, brand perception, and referral likelihood—the strongest performance ever recorded for a Shark Beauty product at the time. The campaign’s success also helped deepen and expand the creative partnership.

FlexFusion

For FlexFusion, I led creative on a fast-moving, high-profile OTT launch that came together in just a few weeks. The production combined practical effects, strategic camera techniques, and sophisticated post-production work to deliver a premium campaign worthy of Shark Beauty’s latest innovation. Likewise, the FlexStyle technology campaign leveraged a team of world-class animators to create a sleek, fully CGI product film, with creative oversight throughout the entire development process.

A woman with long, straight black hair and a light pink top in a modern, light-colored room with minimal decor and a potted plant in the background.
A diverse group of six women standing outdoors, smiling and enjoying each other's company, with a blue sky and greenery in the background.
A woman with curly hair holding an electric hair straightening brush while looking at the camera, with text overlay promoting Wet to Silky Straight and Flex Fusion by Shark.

Making Innovation Feel Human

Across every project, the goal remained the same: translate product innovation into compelling consumer stories. Whether through lifestyle storytelling, technical product demonstrations, large-scale broadcast campaigns, or visually ambitious CGI work, these campaigns helped establish Shark Beauty as more than a product brand—they helped position it as a modern beauty and lifestyle powerhouse.

Select Works

A smiling man with brown hair and a beard wearing a black sweater, with dollar bills on his shoulder, in front of a large safe overflowing with stacks of hundred-dollar bills and some bills flying around.
A woman and two children sitting on a sofa, laughing and enjoying each other's company in a modern kitchen.

Beast Games

Norton

A shirtless man with tattoos kneeling against a soft pastel background illuminated by pink and blue lighting, looking over his shoulder.
Close-up of a woman's face with a digital dotted pattern overlay on her skin, highlighting facial features and expression.

M*3 Magazine

Shark Cryoglow

People participating in a beach cleanup wearing yellow shirts, walking along the shoreline.

Ernest & Young