I approach AI as a creative partner—another tool in the kit, not a replacement for craft or vision.

In developing MasterClass launch art directions, I've built custom GPTs to ensure realism and diversity in prompts, gut-check concepts, and evaluate originality against audience insights and competitors, while also filling gaps where traditional stock imagery falls short. AI supports the creation of dynamic key art for more abstract class concepts and helps accelerate exploration when timelines are tight, without compromising the integrity of the work. Used strategically, I believe AI can strengthen creative processes without replacing the thinking behind it.

The core challenge in positioning the AI Fundamentals certificate course was engaging professionals who were skeptical of AI, but still open to learning about how AI can accelerate their career. Rather than positioning AI as futuristic or overly technical, I reframed it as an amplifier of human potential. The art direction centered on repetition: pulsing graphic elements, and human-centered imagery, reinforcing themes of expansion, momentum, and increased capability. Strategically, this approach shifted AI from something intimidating to something empowering, aligning directly with the certificate’s transformative promise of using AI to maximize your potential.

The result: the highest-grossing certificate sales day in MasterClass history, outperforming holiday and Black Friday sales by 15% and a 2:1 ROAS.

I led the art direction and design for MasterClass’s Win Under Fire course taught by four-star General Stanley McChrystal. Inspired by digital camouflage, the visual system reflects a modern evolution of battlefield strategy, reframed for today’s high-stakes business landscape shaped by AI, disruption, and constant change. Layered motion blur elements cut through the camo to symbolize the clarity and decisiveness leaders must find in moments of chaos.

The result was a commanding, contemporary aesthetic that reinforces the class’s core promise: build systems of trust, move with speed, and lead with confidence.

I led the art direction and design for Kim Kardashian’s MasterClass, offering an inside look at the principles and strategy behind her billion-dollar empire. From defining the class’s visual design language to developing the photo art direction brief, I built a cohesive design system that highlighted the principles and framed her evolution from reality star to global entrepreneur. My role was to translate her modern business philosophy into a refined visual narrative that felt bold, aspirational, and unmistakably her.