Leatherman
Shaping the Next Chapter of it’s Heritage.
Creative Director, Art Director and Photographer (Freelance)2025-Present
At Leatherman, I lead creative across campaigns and product launches—defining how a heritage brand shows up today and what comes next.
✳︎ Campaign DevelopmentBuilt and shaped the “Built Different” campaign—defining tone, visual direction, and how the brand shows up in the world across all marketing channels.
✳︎ PhotographyExecuted still life imagery designed to elevate new products, beneficial detail, and showcase real-world use.
✳︎ Art DirectionLed visual direction across multiple campaigns and products—establishing scalable systems that balances unique brand expression with functional clarity.
✳︎ Brand System DevelpmentDeveloped guideline frameworks to unify Leatherman’s visual and verbal expression across campaigns, product, and global brand systems.
Jump to the Latest Projects
Built Different Campaign
Skeletool Product Launch
Micra Spring Color Campaign
Product Photography (coming soon)
Built Different Campaign
Leatherman’s Global
Since 1983, with the invention of the original multi-tool, Leatherman has been built on perseverance and purpose. Built different then—and still true today. And they believe you are too.
Project Role: Creative Direction/AD/Global Campaign Guidelines.
Additional Credits: Anthony Perez CD, Brian White Producer, Polara Studios Photo/video
The Assignment
Building on the approved creative strategy, I played a key role in developing the global brand expression for the ‘Built Different’ product campaign, beginning with the launch of Leatherman’s newest addition to their portfolio—high-end, precision-engineered knives.
The first phase involved creating a global brand book that defined the visual system, setting the tone for a differentiated yet elevated brand identity. This included a new styled of photography, matured type systems, refreshed color palette, and an evolved tone of voice. Moving from product-led to human-led storytelling, we featured real explorers who embodied the ‘Built Different’ mindset, showcasing how the knives were Built Different in the hands of those who rely on them. We then executed the visual system across all owned and paid marketing channels.
Leading with Precision, then Personality
We showcased the engineered beauty of Leatherman’s fixed and folding knives against a clean, monochromatic backdrop, paired with contrasting detail shots highlighting features like MagnaCut blades, Tanto tips, edge jimping, and reversible pocket clips. Playful, witty headlines brought it all together, nodding to the product’s many uses.
To extend the product’s authority, we brought in three real people, each showcasing how these knives are used with purpose in the real world.
✳︎ Project RoleCreative Direction-scripts, video treatment, talent VO, editing, custom music production.
✳︎ Additional CreditsAnthony Perez-CD, Luke Francis-video, Sam Eisen-Meyers-music, Brian White-Producer
Jordan Jonahs. Survivalist Expert.
Yohsuke Kobayashi. YouTube/Influencer.
Hannah Eddy. Mural Artist.
Micra Spring Color Drop
Light but tough. Cute but practical. The Micra is ready for errands, travel, or commuting—designed to fit your style and your pocket.
The Assignment
Project Role: Creative Direction/AD
Additional Credits: Anthony Perez CD, Dylan Van Weelden Photographer, Alea Webster Producer
Each season, Leatherman introduces three new Micra colorways to keep the line fresh and relevant. For this spring launch, we moved beyond utility—leaning into a fashion-lifestyle approach to better connect with a Gen Z audience.
Each colorway was treated as its own personality, supported by moodboards that defined relatable placement, styling, and how the tool fits naturally into everyday life.
The result was fresh and expressive—bringing renewed energy to the Micra line and setting the foundation for future launches.The Look
For our Lavender Mist color way, sweet romance met a downtown vintage street style. Where worn-in pieces layered with reborn modern lace and soft, feminine accents. Floral and fruit textures added pops of color, drawing the eye and keeping the tool front and center.
For this storyline, we pushed into Dutch angles, candid motion, and real-world use—showing the tool in action.
The Look
For our Teal Twist color way, we brought together street style and comfort casual in a commuter-driven scene. Grounded in concrete and urban architecture, we layered in pops of complementary greens—from vibrant cafés to flaky, golden-brown croissants—and moments of pause in the middle of the rush. From snipping a fresh tag off a hat to a quiet snack stop, the tool fits seamlessly into the rhythm of the day.
For this storyline, we leaned into on-the-go action, urban environments, and real-world use—capturing the tool in motion, exactly where it belongs.
The Look
For our Bayside colorway, we leaned into analog moments paired with a laid-back beach aesthetic. A straw tote casually carries the tool—effortless and at home against lapping waves and soft pink sunsets.
From scoring a ripe mango to adjusting sunglasses, the little tasks feel easy and always within reach.
In the details—film-style cameras over smartphones, real books over Kindles, and music carrying a chill vibe. Simple nods to slowing down and enjoying what matters.
Skeletool CX Launch
Outdoor ready colors
A featherlight multi-tool that packs in more than you’d expect—bringing essential tools into one compact design. For Spring/Summer, we helped introduce three new colorways alongside an expanded lineup of folding knives and accesssories.
The Assignment
Project Role: Creative Director/AD
Additional Credits: Anthony Perez CD/Photographer, Alea Webster Producer
Skeletool has been one of Leatherman’s best-selling multi-tools since 2008. To keep the momentum going for this lightweight, minimalist favorite, three new colorways were introduced into the line along with accesssories to complete your kit.
Gearing up for Spring/Summer, Aurora, Nocturnal, and Sandstorm bring fresh energy to the collection. We captured a family of assets across the Skeletool CX, KB, and KBX lines, set within three outdoor and everyday carry environments—from backpacking to casual camping.
