Senior Creative Director

Lovesac

The Short Version

Eight years. A team built from zero, a brand rebuilt from the ground up and a cult favorite turned category disruptor.

800%GrowthDuring my tenure
1,000+Creative RequestsDelivered every year
12+Content ShootsProduced every year
01

Build the Foundation

Strategy, visual identity, voice and the team to bring it to life.

Brand EvolutionThe Rebrand
Lovesac brand positioning: Live in Total Comfort.
Positioning
Lovesac brand voice: what we are and what we’re not, from Witty, not sophomoric, to Remarkable, not gratuitous.
Voice
The Lovesac creative team gathered poolside for a group photo.
Team
02

Same Brand, Everywhere

Every season, every channel. Wherever you met Lovesac, it felt like Lovesac.

▶Sound on
For Your LifeCTV, 30s
A Lovesac paid social ad on a phone.
Paid Social
The Lovesac website on a laptop.
Web
A Lovesac showroom wall in brand teal explaining the Sactionals system, with the campaign playing on a screen above the configuration tables.
Showroom
03

Everyone Wanted In

Designers and studios wanted in. Their fans followed.

A man leaping onto an oversized KidSuper print Sac in a living room set.
KidSuperCollaboration
▶Sound on
DisneyHocus Pocus 2, 30s
Two models lounging on an Alice + Olivia print Sac against a blue wall.
Alice + Olivia
Jeremy Scott sitting on his patchwork Lovesac Sac in the studio.
Jeremy Scott
A gamer with a headset and controller sitting on the digital camo Call of Duty Sac.
Call of Duty
04

25th Anniversary

Twenty-five years called for a party. Famous faces, a red carpet and a campaign that showed up everywhere at once.

▶Sound on
The Launch25th Anniversary, 30s
The Lovesac 25th anniversary landing page, Rewriting the Rules of Comfort, on an iPad resting on a Sactional cushion.
Web
Social
Lovesac 25th anniversary digital bus shelter featuring Shaun White.
Out of Home
Launch EventNew York

Eight Years

2016

The Rebrand

A New Look, Voice and Story

2018

The Creative Engine

An In-House Team Built to Scale

2020

Everywhere at Once

TV, Digital, Social and Showroom

2022

Into the Culture

Celebrity, Music and Studios

What I Took Away

Creative leadership isn’t about having the best ideas. It’s about building the conditions where the best ideas can happen.