UNDERSTORIES

A personal creative exploration
of the human stories behind brands

The most interesting thing about a brand is the role it plays in our lives.

Understories is a personal creative exploration of the human stories hidden behind brands.

The strange, beautiful ways we think, remember, belong, grieve, celebrate and make sense of the world.

‍Each Understory starts with a real brand and follows a human observation wherever it leads. No commercial objectives, no stakeholders, no predetermined outcome. Just an opportunity to dig deeper, experiment, and make something from what I find.

I create the concept, strategy, writing, voice and art direction behind each one, using a mix of traditional and emerging creative tools to bring them to life.

Understories is my way of holding onto the part of creativity I never want to lose.

Watch my process on instagram ➔

Understories is a personal, self-initiated series. These projects are not commissioned by, endorsed by, or affiliated with the brands featured. Imagery is art directed using generative AI alongside traditional creative direction and design.

Popsa concept poster showing a close-up of a small child’s sandy hand resting on a parent’s shoulder. Text reads: “What we hold onto. Photographs are fragments of us.”Spotify concept poster showing a vintage California driver’s licence tucked inside a brown leather wallet, with wired earphones nearby in warm sunlight. Text reads: “One song away from who you were” and “The time machine is in your pocket.”Airbnb concept poster showing an older fisherman laughing in a Mediterranean harbour while holding a fishing net. Text reads: “What do you call a fish with no eye? Fsh.” and “The shortest distance between strangers is laughter.”LEGO concept poster showing a child sitting on the floor, absorbed in building with LEGO bricks scattered around them in warm afternoon light. Text reads: “Let them show you where they go” and “Worth the imprint on your foot.”Pinterest concept poster showing a joyful newlywed couple laughing together outdoors, the groom lifting the bride as she holds a blurred bouquet of flowers. Text reads: “The best parts were never on the board” and “Let life exceed your vision.”Duolingo concept poster showing sunlight filtering through flowering tree branches onto an empty park bench. Text defines the Japanese word “Komorebi (木漏れ日)” as “sunlight filtering through the leaves of trees,” alongside the line: “There are words waiting to find you.”Moleskine concept poster showing an artist sketching faces in a notebook while sitting in a softly lit museum gallery. Text reads: “What only you can see” and “Where your mind takes shape.”IKEA concept poster showing a child joyfully jumping on a bed in a sunlit bedroom. Text reads: “This is really happening” and “The beginning of almost everything.”Decathlon concept poster showing a young fencer from behind, dressed in fencing gear and facing their reflection in a mirror. Text reads: “You’re it.” and “Your time to shine.”Komoot concept poster showing a quiet forest path with tiny details to discover: wild strawberries on the forest floor, a woodpecker on a tree trunk and a small lizard. Text reads: “Wait…” and “What you’ll notice when you slow down.”Vinted concept poster showing a floral dress carefully laid out on a bed beside an open parcel box and a handwritten note reading, “Hope you love it as much as I did :)”. Text reads: “It was lovely to wear you.” and “Someone else will think so too.”Etsy concept poster showing a ceramic artist photographing a handmade striped vase in their studio. Text reads: “Will anyone care?” and “Where creative courage finds those who do.”

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