I am a multi-disciplinary creative director and entrepreneur, I bridge the gap between strategic brand storytelling and hands-on craftsmanship. Whether I am architecting a global campaign or producing brand content, I am driven by a fundamental passion to build authentic, meaningful work that drives impact and forges a genuine connection with the consumer.
WHO AM I
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WORK
NIKE HUNT GOALS
NIKE X PENDLETON
NIKEID STORIED
COORS
SYFY25
TRUBAR
PLANTFUEL
APPLICABLE
This project supported the launch of the digital ID printing program for NIKEiD. During my research in the Nike Archives, I discovered that Galen Rupp used to write his goals directly on his shoes to stay motivated and focused on his targets. We approached Galen and his coach, Alberto Salazar, to create an authentic campaign around his upcoming goals promoting this new personalization offering while inspiring other athletes to chase their own.
NIKEiD x GALEN RUPP
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NIKE x PENDLETON
Every year, Nike collaborates with another legendary Oregon brand, Pendleton. This year, the collaboration featured NIKEiD, Nike's personalization offering. Historically, one of the biggest misses is that they never tell a story—they simply drop a shoe rather than diving into the heritage of these two brands colliding. Because the consumer would be designing their own custom shoe, my idea was to tell the story of this partnership from a maker's perspective. We called this campaign From Sheep To Shoes.
During my time at Nike, I helped lead an innovation initiative exploring how digital printing could scale product personalization. Because global football is one of the most expressive stages in sport, we approached a few legends of the game with a simple premise: What if we designed a custom pair of boots that told your unique story?
"Robert Lewandowski overcame an early-career injury that would have ended most players' dreams of turning professional. Instead, he rose from the ashes to become one of the most prolific strikers in the history of global football. The design came to life in the form of a phoenix rising from the ashes (black to red) and incorporated elements of his life and career within the illustration.
Paul Pogba takes immense pride in his roots the La Renardière projects in France, often citing the neighborhood as his greatest source of inspiration. It is where his journey began with his first club, US Roissy-en-Brie. To capture this, the lead product designer and I sketched a graffiti style graphic on a whiteboard desk, blending throwbacks to his youth (like the R.L.S. City Boys) with key milestones from his career, such as his time on the national team. One of the most rewarding moments of the project was watching Pogba return from a long injury wearing these custom boots. After scoring the winning goal, he celebrated by pulling off his jersey to reveal an R.L.S. City Boys shirt underneath.
NIKE
STORiED
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Raheem Sterling grew up playing football in the shadow of Wembley Stadium's iconic arch, at a park just 227 yards away. But his journey ultimately took him from those training grounds outside the gates to playing for the England national team on the pitch inside.These boots told the story of his incredible journey.
COORS CLIMB ON
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When Coors Light tasked us with further defining their iconic "Climb On" tagline, we saw an opportunity to move beyond traditional beverage marketing and root the brand in raw, human resilience. As Creative Director, I led My Climb. My Story., a documentary-style content series that transformed a catchphrase into a deeply personal ethos. By spotlighting intimate, real-life accounts of individuals overcoming profound personal challenges to reach their goals, we gave the brand a powerful emotional heartbeat proving that the most compelling campaigns are anchored in authentic human truth.
SYFY
ORIGIN STORIES
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To celebrate the 25th anniversary of the SYFY network, I conceptualized and developed a transmedia podcast hosted by Adam Savage as a nostalgic celebration of everything science fiction. The project explored the rich history of the genre through an episodic audio series paired with captivating animated films. In the podcast, Adam sat down with creators, thought leaders, and celebrity fans to dive into the moments, people, and milestones that forever shaped the sci-fi universe. Spanning revealing personal stories to deep philosophical conversations, the series featured genre icons like Chris Hardwick, Frank Oz, Kevin Smith, Neil Gaiman, D.C. Fontana, and Ron Moore. Join us as we jump into the wormhole…
Podcast
Videos
TRUBAR
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I helped the founders build this brand from the ground up during a time when the protein bar category felt stagnant and the branding was largely uninspired. The shelves were dominated by a sea of sameness, Clif, Builder's Bar, and Kind. The key differentiator for TRU's new bars was their incredible taste; they ate like a premium candy bar while maintaining an exceptionally healthy nutritional profile. I started with a deep dive into market research, walking the aisles of stores like Whole Foods and auditing e-commerce platforms like Amazon. The visual landscape was abundantly clear: every bar looked identical, especially in the health conscious space. It was an endless wall of natural tones, earthy textures, and generic fitness imagery. None of them visually sold the flavor profile or created actual craveability. In response, I designed a disruptive brand identity that broke through the visual clutter of the aisle and ultimately changed the way we look at protein bars today. TRUBAR recently sold for $200 million.
Make the bar something you want to be seen carrying, vibrancy, edgy design, soft touch packaging.
Create packaging that highlighted indulgent flavors and made your mouth water.
Create a logo that embodied the product (a bar).
Why are vegan products so boring? That is the question I asked myself when presented with this project. I partnered with the founder of PlantFuel from day one, helping build the brand from inception. For the first three years, I led the creation of all brand touchpoints, shaping its identity across packaging, digital, and campaign content. My goal was to build a modern and sophisticated brand that made vegan supplements and protein bars cool again.
PLANTFUEL
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THE QUESTION ASKED
What immediately stands out as Raide’s greatest asset is its mastery of design across product and brand. Creating cohesion that is clean, premium, and fiercely authentic. The brand successfully positions itself not just as an apparel company, but as an ethos of purpose-built performance. Amplifying this means leaning even harder into that sophisticated aesthetic to reinforce the core narrative: these are premium, genuinely engineered, problem-solving tools for mountain athletes pushing the limits of their potential.
THE QUESTION ASKED
To answer this question without being embedded is tricky. Not knowing the objectives, roadmap and product strategy the judgement would be strictly subjective and I don't believe in problem solving from a personal perspective. This being said my first 30 days would be deep dive into the company, interviewing team members, speaking to athletes and customers and reviewing data. The next 30 days would be making a strategic plan and the following 30 days would be putting that plan into action.
The core philosophy of 'solving problems for athletes' is incredibly strong. My approach would be to scale that philosophy across the entire brand, taking that functional truth and embedding it deeply into our storytelling. I want us to fully leverage our athletes not just as product testers, but as narrators of the mountain experience and capturing the raw struggles, the triumphs, the community, and the profound vastness of the unknown. Being a mountain athlete is a lifestyle and we should bring that lifestyle across in our storytelling. By grounding our narratives in this lifestyle and those visceral, emotive moments, we can seamlessly weave in our product insights, demonstrating exactly why this gear matters when the elements demand it most.
BPM
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MLG
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PROACTIVE CREATIVE BRIEF
The Objective: Develop a core concept that authentically encapsulates the Raide brand philosophy, the driven mindset of its athletes, and the problem-solving intent of its gear.
The Execution: Design a single-page advertisement that rigorously honors Raide’s premium visual identity while elevating our emotional storytelling. The creative must resonate deeply with the high-performance mountain athlete.
Product Integration: Seamlessly weave a hero product and its technical data into the layout, utilizing the specs not just as features, but as definitive proof points that support the emotional narrative.
This concept bridges the gap between Raide’s premium, functional design and the raw, psychological reality of human-powered mountain pursuits. Every athlete battles an internal monologue of doubt, curiosity, and the agonizing weight of the "what if." "Silence the Questions" taps directly into that tension. By framing the physical exertion of the mountain as the only cure for the mental burden of wondering, we elevate Raide from apparel to a catalyst for clarity. The narrative will showcase athletes pushing into the extreme, demonstrating that when your gear is flawlessly engineered to answer the physical questions and concerns of the mountain, it removes a critical layer of worry from the equation, freeing the athlete to simply go out and earn their answer.
EVAN DEHAVEN
EVAN.RANDOMFOLK@GMAIL.COM
818.621.9876
THE ASSIGNMENT
THE CONCEPT
CREATE
THANK YOU
