The Productions
The work below reflects the visual style I created for Jacuzzi and the on-set direction that brought it to life
J5 Flagship Launch — Studio Production
I concepted and art directed this shoot to introduce a bolder visual direction for the J5™ Collection — the brand's first-ever studio-based launch production. The darker palette was a deliberate choice, designed to let the J5's Infrared therapy and immersive lighting modes read clearly on camera. Directed by Madison Lawlor and shot by photographer Jake Rosenberg — whose work spans Ferrari and celebrity portraiture — with video production oversight shared alongside producer Oscar Haro. Shot in a single day, this became the most-viewed launch video in the brand's history.
UNDO Campaign — Launch Photography & Video
The first production after Jacuzzi's shift from a hot tub product to a promise of an experience. I directed the photography toward intimate, close-up interactions between water and skin — the goal was to make the viewer feel like they were in the water, not watching someone else be. This shoot set the visual direction that would later become the brand's defined photography style, and spanned hot tub, bath, and shower before the brand divide. The accompanying video paired a chaotic, sound-designed depiction of a busy day with a quiet, ASMR-driven release into stillness.
J5 Family Lifestyle — On Location
A day-to-night lifestyle shoot built around the full range of who uses a Jacuzzi — three generations in one backyard. I directed photography, contributed to video direction, and built the shot list, this time with a focus on multi-generational appeal rather than a single aesthetic. The night sequences carried the same blue-and-red lighting language from the studio shoot into a real backyard setting.
J5 Lifestyle — Seattle
The third and final J5 production, shot on location to reach a younger, more active audience — an entertaining-focused backyard featuring a putting green, yoga, and movement alongside the spa. I directed photography, contributed to video direction, and built the shot list, this time casting toward a more youthful, lifestyle-driven look for the brand.
J4 Patio — San Diego
Night
Day
A single-day photo and video shoot on a compact patio, built to sell a high-end story for one of our smallest hot tubs — Infrared and hydrotherapy positioned for buyers with money but limited space. Both day and night productions leaned into a lifestyle, high-end look, shot around a single model to keep the focus tight and premium.
A few frames I shot on medium format film during the shoot, developed and scanned myself — three 6x7 exposures from the same roll.
Infrared Technology — Multi-Product Campaign
A composite of several shoots across sauna, hot tub, and swim spa, shot over multiple days and locations to showcase Infrared therapy across the full breadth of the product line. Each shoot targeted a different product category, but shared a consistent visual language so the technology read as one unified story rather than three disconnected campaigns.
A selection from Jacuzzi's national productions — bold, cinematic, and built to prove the brand's shift from hot tub manufacturer to wellness authority.