To launch the Fall/Winter 2025 collection of Snow Goose by Haider Ackermann, we featured Willie Nelson, 92-year-old country music icon, environmental activist, and animal rights advocate. Our other cast members were featured alongside landscape photography of the arctic region or Churchill, Canada by Keizo Kitajima Keiko Sasaoka.
My role: Creative direction
Agency: Begood Studios
Exec Creative Director: Lina Kutsovskaya
Photography: Tim Elkaïm, Keizō Kitajima, Keiko Sasaoka
Styling: Jay Massacret
Hair: amona Eschbach
Makeup: Christine Corbel
Production: 138 Productions
Talent: D’Pharaoh Woon-A-Tai, Connor Newall, Tasha Tilberg, Xiao Wen Ju, Stevie Sims





Creative director / strategist working with global brands and local communities for over 15 years. As co-founder and creative director of Imprint Projects for 12 years I developed ongoing brand platforms for Google, Uniqlo, Levi’s, Sonos, Spotify, Absolut, Soundcloud, and Vans, and nonprofits like the Gates Foundation and The Museum of Modern Art (MoMA). I have since worked with various agencies for clients like Louis Vuitton, Lacoste, Berluti, H&M, Versace, Aläia, Canada Goose, Marc Jacobs, and RCA Records.
Imprint Projects was championed by AdAge (Best Small Agency, Best Agency Culture, Best Experiential Agency), The Drum (Experience Agency of the Year, Brand Activation of the Year), D&AD (Wood Pencil for Branded Documentary), Digiday (Finalist Best Community Building Campaign, Finalist Most Innovative Independent Agency), and Campaign US BIG (Experiential Excellence).
I also founded the bookstore, Family, in Los Angeles, that ran for 15 years, specializing in artists' books, zines, and artist events. I have written about art and culture for Gagosian Magazine, Fantastic Man, Another Man, GQ, the Believer, World of Interiors, and as a guest editor for Paper Magazine. I am author of the books Heads Together: Weed and the Underground Press Syndicate (Edition Patrick Frey) and Handmade Utopia: Back-to-the-Land Architecture in Northern California (DAP / Edition Patrick Frey).