Creative Director | Director
Sumo Citrus
”Sixth Sense of Joy”

Partnered with Both\And to lead creative development and direction for Sumo Citrus’ 2026 national broadcast campaign, Sixth Sense of Joy. From the earliest strategic deep dive through final delivery, I helped shape a campaign built around sensory storytelling — not just showing the fruit, but making audiences feel it.

The concept centered on awakening an almost instinctual reaction — that moment when sight, sound, texture, peel, snap, juice and laughter collide. We designed a cohesive cinematic language across eight broadcast commercials: macro textures, vibrant color, rhythmic pacing, tactile sound design, and performances that felt spontaneous and alive.

I led the concepting, built the visual world, and directed the full slate — guiding tone, energy, and craft so each spot stood alone while reinforcing a singular, unmistakable brand identity.

Eight films. One seasonal icon. A campaign designed to hit all five senses — and then the sixth.