Photography
Fluidity of Identity: Photography Series
A photographic series exploring the changing nature of identity, using glass as a canvas and medium simultaneously. By painting directly onto a sheet of glass and photographing subjects through it, the work creates a layered visual metaphor for how identity is constructed, performed, and dismantled.
The series follows a four-stage cycle: creating, masking, breaking down, and embracing. Each stage was shot separately, with the glass either freshly painted, partially obscured, being wiped away, or smeared into abstraction. The result is eight images that move from clarity to chaos and back again, suggesting that identity is not a fixed state but a continuous process of reinvention.
The technique places the artist as both subject and creator. Shooting through painted glass meant that every image was also an act of concealment, and every moment of removal was an act of revelation. The final images, where the paint is smeared across the surface and the subject peers through, are the most striking: the face visible but never fully exposed.
The project was conceived, directed, shot, and produced independently.
Havaianas: Shoe Campaign
A full campaign concept developed for Havaianas, built around a single strategic shift: moving the brand from selling summer objects to selling summer nostalgia. The limitation: you can’t show the product. The idea, "Freedom You Can Feel," repositioned the flip-flop not as footwear but as a sensory memory of carefree living.
The work began with brand analysis, competitor research across Reef, Birkenstock and others, and audience definition, grounding the creative direction in a clear understanding of where Havaianas holds its distinctive edge: authentic retro Brazilian heritage combined with accessible, joyful colour and democratic pricing.
Two campaign concepts were developed. The first, "Taste of Summer," linking the visual identity of the product to the sensory pleasures of summer. The second brought that thinking to life in a beach shoot: models on the sand with Havaianas barely visible, the mood carrying the brand rather than the product itself.
The final output included a series of campaign posters shot and produced independently, art directed to feel retro and sun-soaked, with copy lines like "Summer isn't a season, it's a state of mind" applied across billboard mockups. The project covered strategy, creative concept, photography, art direction, post-production, and campaign rollout planning end to end.
Travel Photography
Mix of film photography (35mm) and digital photography (shot on Sony A7iii)