challenge
Somewhere along the way the design industry started talking about its people in a way that left them out. It happened slowly, one efficient phrase at a time, and most of us picked it up without noticing.
outcome
I wrote the industry a love letter. It’s a personal project that brings together how I think, how I solve problems, and the sense of humor I bring to both. Each image was made with generative AI and directed frame by frame until it felt real.
THE QUESTION
How do you show an industry something it’s stopped seeing?
The setup
It started with something a friend told me. He said he’s like a ferrari locked up in a garage, but with no way out. That stuck with me.
I started picking moments everyone in the industry has gone through and ask, “What if this went one step too far?”
A project plan became a rocket held together with duct tape. I thought it’d be funny each scene had a recurring character, who experiences it all while being undaunted.
The details
The settings change. The props don’t. Hand prisms, a stack of watches, a toy unicorn, and a red phone show up in every scene.
The phone only takes incoming calls. For an industry built on communication, it’s a reminder we all could listen a little more.
why it mattered
I’ve spent my career in this industry, and I still love it. That’s what lets me laugh at it. I care about the craft. The people are what make the work good.
