Creative Director
2026
Personal Work
EXPERIENTIAL DESIGN — SPATIAL NARRATIVE — BRAND IDENTITY
A pop-up experience that makes you feel what you already know but never stop to think about: Every person around you has a life as real and as complex as yours.
The Idea
John Koenig's The Dictionary of Obscure Sorrows names emotions everyone has felt but never had words for. Sonder is one of them. Understanding it changes how you see people. You judge a little less. Because at the end of the day, we're all in the same thing.
The Space
A large white oval space. High ceiling, open enough that you feel slightly alone in it. Silhouettes of everyday scenes projected on the walls — no faces. The sound shifts as you move: conversations, laughter, noise you recognize but can't place. Other people are in the room. They still feel like strangers. That's intentional.
Zone 1: The Room
Zone 2: The Witness
Zone 3: The Exit
What Inspired It
Oculus' spatial logic by Santiago Calatrava
The Oculus has two clear levels. A lower concourse where people move through at street pace, and an upper mezzanine that wraps around the entire space. From above you look down at the crowd through a wide open void. The scale is large enough that people below look small, individual but anonymous. What makes it a reference is not the architecture. It is the behavior it produces. People consistently stop at the mezzanine railing and watch the crowd below. Nobody instructs them to. The space makes it happen without asking. A person becomes interesting the moment you are above them looking down. You start wondering who they are. You feel something. SONDER takes that mechanism and makes it the point.
Cerebro, X-Men 2
In the scene, Professor X puts on the helmet and every person on the planet becomes a point of light. Billions of individual lights expanding into the dark. Each one a full human life. You see them all at once and something shifts. Not because of the scale. Because suddenly every light has weight.
