TURN THAT RECORD ON

On the Turntable is a collection of self-initiated case explorations. Each piece focuses on one clear idea and looks at how brands express themselves through tone, behaviour, and everyday use.

The format uses Barbie album covers as a visual device. Growing up, Barbie represented the ability to step into different identities. Here, she works as a way to enter each brand’s world and observe how voice, rhythm, and small choices shape meaning.

A vintage yellow record player on a pink furry rug, surrounded by scattered old magazines and a pink high heel shoe. In the background, there are framed pictures and artwork on a floral wallpapered wall.

BEHIND EVERY TRACK

These explorations are intentionally lightweight. They are not full campaigns or finished executions.

Each piece starts with observation. I look at how a brand shows up in real life, how people interact with it, and where tone or behaviour creates meaning. I then translate those observations into clear, short strategic language.

This format allows space for thinking without forcing scale, results, or production.

FEATURED EXPLORATIONS

A doll dressed in a red Canada Snow winter jacket with a fur hat, standing outdoors at dusk or night with blurred lights in the background.

LET THE CANADIAN SNOW IN

This study looks at how a brand name can grow from real winter habits and moments. It focuses on giving the identity a true story that feels grounded and recognizable.

OPEN THE DOOR

A NEW HOPE FOR WORK

A vinyl record and cover art for a sci-fi movie featuring a female robot with an afro hairstyle, dressed in gold and purple armor, standing in a futuristic setting with people in the background.

This project tells a simple story about bringing an AI tool into everyday work. It shows how short scenes and clear dialogue can make new technology easy to approach.

Let the Vorker.ai Be With You
A Barbie doll with long blonde hair wearing a blue floral dress, seated on a surface with a vinyl record and album cover visible behind her.

HAVE YOU HEARD THE WORD

This project explores how writing can be made clearer for everyday readers. It shows how simple structure and steady tone can make information easier to follow.

Follow the Words

FIND THE LOVABLE FEELING

A toy doll with purple hair, wearing a silver dress and boots, waving inside a colorful, futuristic interior with pink and orange accents and sparkling effects.

A small strategy on inclusiveness that looks at how AI can feel easy to start with. Simple steps and clear words guide the way.

BECOME SO LOVABLE
A vinyl record and a magazine featuring a doll with long black hair, blue makeup, and a prosthetic leg, lounging outdoors with a pool in the background.

ON THE WEEKDAY

A strategy study on how Weekday’s affiliate world could feel more human and real.

Explore the Weekday

BEYOND THE SCORE

A vinyl record with a turquoise label reading 'ingager sports' and a partially obscured logo, placed on a wooden surface; below is a black and white photograph of a Barbie doll with long blonde hair, wearing a black winter outfit with fur trim, goggles on her head, holding a snowboard, and standing in a snowy landscape.

A small strategy on inclusiveness that looks at how AI can feel easy to start with. Simple steps and clear words guide the way.

get your head in the game
A toy doll with blonde hair and blue eyes stands outdoors on a sunny street, with colorful buildings and blurred greenery in the background.

REAL LIFE. REAL CLOTHES.

Take a journey through a raw content strategy that shows clothes as they are worn and lived in over time.

worn again

INTIMISSIMI:GOT A SECRET

A vinyl record with a red label labeled 'Intimissimi' is partially visible above a photo of a woman with large natural afro hair, wearing a red corset and leaning on a red letter 'D' on a beige background. The photo appears to be on a plastic cover.

An exploration of Intimissimi in Emily in Paris, focusing on turning spoken intimacy into believable storytelling through authenticity and representation.

LISTEN CLOSELY
A Barbie doll standing on a runway stage with colorful lighting, wearing a vibrant, patterned jumpsuit.

WATCH ME DANCE THE NIGHT AWAY

This is a made-up strategy based on what the Barbie movie did and how it would be approached if a second one were made.

I could dance

PLAY THAT FUNKY GOOGLE

A vinyl record partially overlapping a doll in fashionable streetwear, standing in an urban environment.

A playful strategy project exploring how Google merch can move from corporate basics to culture and lifestyle.

FEEL THE GROOVE