Creative Director,
Brand Builder
Full brand identity. Campaign production. AI image systems. Graphics, video, photo. Real results.
Creative Director,
Brand Builder
Full brand identity. Campaign production. AI image systems. Graphics, video, photo. Real results.
Mario Capasa is a European-inspired furniture brand built around modular systems, low-slung silhouettes, and a clean, lived-in aesthetic. I built the creative direction from the ground up – but the bulk of what this role actually was, day to day and week to week, was making things.
Campaigns conceived and produced. Media shot, cut, and shipped. New ideas developed while the last batch was still in the air. I was running a full creative operation – directing shoots, building the assets, working alongside the people distributing them, and always thinking three steps ahead to whatever was next. The brand identity and Corebook gave everything a backbone, but the role lived in the constant output: the content, the campaigns, the launches, and the creative problem-solving that kept the whole thing moving.
I touched every part of it – from a seasonal catalog to a paid ad to a product caption – and it had to be consistent, considered, and fast, all at once.
DESIGNING THE BRAND
Mario Capasa had visual assets but no system holding them together. I built one from scratch. The Corebook became the operational foundation of the brand, covering everything a team member, creator, or agency partner would need to produce on-brand work without hand-holding. It was designed to scale.
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Aa
Neue Haas Grotesk Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h I j k l m n o p q r s t u v w x y z
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Neue Haas Grotesk Roman
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h I j k l m n o p q r s t u v w x y z
I developed the Mario Capasa corebook as the central system for how the brand looks, speaks, and operates across every channel. It brought together visual identity, product positioning, campaign structure, and content guidelines into a single reference point used across marketing, production, and partnerships.
Product Systems
Every collection in the Mario Capasa line had its own dedicated framework documenting construction, materials, key features, and market positioning. Rather than treating each product launch as a fresh start, the system gave the team a consistent foundation to build from – ensuring that anyone writing copy, briefing a creator, or building a campaign had everything they needed to represent the product accurately and compellingly from day one.
Visual Production Guide
The visual production guidelines defined what on-brand content looked like in practice – not just aesthetically but operationally. Photography art direction, lighting standards, environment and styling parameters, asset formatting across channels, and do/don’t references were all documented so that any asset produced, whether internally or by an external creator, lived in the same visual world as everything else the brand put out. Consistency at scale without creative drift.
Distribution & Discovery System
The Corebook extended beyond production into how content performed once it was out in the world. A research-backed keyword library covered branded and non-branded search terms optimized for use across captions, copy, scripts, hashtags, and blog content. Platform-specific distribution guidelines defined how content should be adapted and sequenced across each channel. Promotional frameworks for seasonal campaigns gave the team a repeatable structure for rollout. The system was built to be handed to any external partner and used immediately – no briefing required.
(AI)
Production Systems
Image Generation at Scale
As the brand’s content volume grew, I developed a structured approach to AI image generation that allowed the entire team to produce brand-consistent imagery without creative drift. Rather than relying on freeform prompting, I built a JSON-based prompt system with modular toggles covering product configuration, environment, lighting, color, and stylistic parameters. Anyone on the team could generate imagery using the system and the output would live in the same visual universe as everything else we produced.
The system was initially developed for studio product imagery – specifically a warm Tuscan-inspired interior setting used across the brand’s lifestyle content. Once the core prompt architecture was proven, it became a repeatable tool that scaled across multiple product lines and environments.
The Long Game
(Long-Form)
Content
That
Compunds
Short-form drives awareness. Long-form builds trust, authority, and discoverability that social media can’t touch.
YouTube content indexes in Google search results, compounds over time, and reaches people actively looking for what the brand sells – not just scrolling past it. I built the channel from scratch, developed the content strategy, produced original video, and brought in established affiliate creators to extend the brand’s reach to audiences that already trusted them.
For a brand selling $3,000+ sofas online, giving customers meaningful time with the product before they buy isn’t a nice-to-have. It’s the difference between a click and a conversion.
(Short-Form)
Feed First
Considered. Not Corporate.
Organic social was the brand’s most consistent touchpoint – the place where identity, voice, and product came together daily in front of an audience that was either already a customer or about to become one.
I ran the creative across Instagram and TikTok, concepting and producing content that balanced product education, lifestyle aspiration, and brand personality without letting any one of those tip too far. The goal was a feed that felt considered without feeling corporate – something people would actually stop for.
Alongside original content, I managed and curated incoming UGC from the creator and affiliate network, selecting and integrating the strongest community content into the brand’s organic presence to add authenticity and scale without sacrificing visual standards.
CAMPAIGNS
CAMPAIGNS
CAMPAIGNS
CAMPAIGNS
CAMPAIGNS
(one)
Customer Experience Initiative
DESIGNING
BUYER
CONFIDENCE
Furniture purchases often stall online when customers cannot easily visualize scale, configuration, or how a piece will fit within their space. I led the creative development and campaign rollout for two initiatives designed to remove that friction.
AR Preview Tool
A mobile AR feature that lets customers preview Mario Capasa sofas directly in their home before purchasing. The launch included hero video content, demo walkthroughs, paid ad creative, and supporting assets across web, email, and social channels to introduce the feature and show how it helps customers evaluate scale and placement.
Virtual Consultation
A one-on-one video consultation service that connects customers with a design specialist who can help configure modular sofas, recommend materials, and plan layouts for their space. Campaign content focused on real design conversations and practical guidance, positioning the service as accessible design support rather than a traditional sales interaction.
Together,
these initiatives helped remove friction from the online buying process by combining product visualization with expert guidance. The campaign positioned Mario Capasa as a design-driven and technology-forward brand while giving customers greater confidence when purchasing large modular furniture online.
• launch strategy and campaign concept
• video direction, filming, and editing
• influencer collaboration for walkthrough content
• paid media creative development
• web and landing page design
• campaign rollout across email, web, and social channels
(two)
TIVOLI
VELVET
COVERS
summary
To introduce a new velvet upholstery option for the Tivoli Cloud Sofa, I developed a social-first campaign that transformed a product update into an interactive reveal. Instead of announcing the new fabric directly, the launch centered around a “mystery slipcover” concept that invited audiences to participate in a giveaway while discovering one of the sofa’s key features: interchangeable covers.
The campaign combined product education with playful storytelling, using curiosity and audience participation to highlight the flexibility of the Tivoli system.
Every campaign started somewhere before the brief was written. Here’s where the Tivoli Velvet launch started.
Every campaign started somewhere before the brief was written. Here’s where the Tivoli Velvet launch started.
The Campaign
framed the velvet launch as a mystery reveal. Social content teased the arrival of a new slipcover without immediately revealing the material, encouraging viewers to engage with the campaign and participate in the giveaway.
This approach allowed the campaign to introduce the new velvet upholstery while also demonstrating how easily Tivoli covers can be swapped or replaced.
• concept development for the mystery cover campaign
• directing and producing launch video content
• creating short-form social video assets
• producing product photography
• coordinating rollout across organic and paid social channels
The Results
The work held together. Here’s what it moved.
368
%
Increase in avg. monthly revenue in period I led creative. $67K → $313K
242
%
Instagram follower growth, with 27% avg. increase in reach
100
+
Creators activated through influencer and affiliate partnerships
Selected Film & Video Work
Selected Film & Video Work
Château Plaisance – Estate Campaign & Film
Château Plaisance – Estate Campaign & Film
Content Direction – CitizenM Hotels
