CRICUT
Turning creative direction into camera-ready worlds.
2023-2026 - Ongoing Collaboration
Over three years of working across Cricut productions, I've translated creative briefs and visual references into fully realized environments for camera through thoughtful choices in color, materials, surfaces, furniture, props, graphics and styling.
My role bridges creative and production: interpreting visual direction, making the many decisions required to bring it to life, and collaborating across teams to make it work beautifully on set.
ROLE
Production Design · Set Styling · Props · Visual Development
BEFORE IT BECOMES A SET.
By the time the camera rolls, much of the creative work has already happened. I'm often given an initial concept, persona or collection of visual referendes and tasked with translating that direction into a complete environment.
Color. Furniture. Materials. Artwork. Props. Graphics. Texture. Spacial relationships. Practical filming considerations. And all the small decisions that make the world feel intentional rather than assembled
My role is figuring out what that direction means in the physical world.
CRICUT JOY 2
Three personas.
Three distinct visual worlds
For the Joy 2 campaign, Cricut developed three audience personas and an initial visual direction for each environment. I translated those references into three distinct, shootable spaces while keeping the campaign visually connected.
SET 1: STUDIO VISIONARY
Youthful · Graphic · Expressive · Collected
CREATIVE DIRECTION
Provided by Cricut: A colorful, youthful living space with whimsical shelving, expressive artwrok and playful objects.
MY VISUAL DEVELOPMENT
I translated the broad direction into a more defined visual system built around sage green, sky blue, coral and warm natural wood. Graphic artwork and checkerboard accents bring energy, while cane, textiles and sculptural objects keep the environment tactile and lived-in.
SET 2: THOUGHTFUL GIFTER
Warm · Sophisticated · Personal · Collected
CREATIVE DIRECTION
Provided by Cricut: A sophisticated living room grounded in darker wood, muted color, modern artwork and collected decorative objects.
MY VISUAL DEVELOPMENT
I translated the broad direction into a more defined visual system built around sage green, sky blue, coral and warm natural wood. Graphic artwork and checkerboard accents bring energy, while cane, textiles and sculptural objects keep the environment tactile and lived-in.
SET 2: CREATIVE MOM
Playful · Warm · Functional · Family-centered
CREATIVE DIRECTION
Provided by Cricut: A bright family dining space with playful color, framed artwork and visible signs of children's creativity.
MY VISUAL DEVELOPMENT
I grounded the colorful direction in warm oak and natural texture, then built the palette around mustard, dusty pink, soft blue and olive. Kid-focused storage and artwork make the environment feel genuinely inhabited without allowing the background to compete with the product or talent.
FROM BOARD TO CAMERA
A visual idea only works if it survives on camera
My background in production design and more than a decade on set means I develop ideas with execution in mind from the beginning. I understand shot lists, camera angles, schedules, budgets, sourcing realities and how a space needs to change throughout a shoot.
My background in production design and more than a decade on set means II develop ideas with execution in mind from the beginning. I understand shot lists, camera angles, schedules, budgets, sourcing realities and how a space needs to change throughout a production.
