Short Film — Where’s My Phone
Director & Editor | UC Irvine
Developed at UC Irvine, Where’s My Phone began as an experiment in disrupting audience expectations by reworking a familiar timeline. Rather than following a linear sequence, the film rearranges moments to subtly unsettle how viewers anticipate cause and effect—turning an ordinary situation into something quietly disorienting.
I led a student team from story pitching through post-production, self-directing the entire process while collaborating closely with cast and crew. From concept development and planning to shooting and editing, I guided the project with an emphasis on trust, communication, and creative flexibility—keeping the vision focused while leaving room for experimentation.
The result is a film that relies on structure rather than spectacle, using form and timing as its primary tools to invite the audience to pause, reorient, and look again.
NURB — Not Ur Regular Bottle
Branding Strategy Project | USC Annenberg
NURB (Not Ur Regular Bottle) was developed as a final project for a branding course at USC Annenberg, created in collaboration with one other student. The project began with pitching the brand from the ground up and progressed into developing a full campaign, using AI as a creative tool to elevate and visualize the brand vision. At its core, NURB explored how branding moves beyond product function—reframing an everyday object as a medium for identity expression, from daily routines to personal style.
The second phase of the project focused on exercising key branding principles of differentiation and positioning. In a saturated reusable bottle market dominated by utility and sustainability claims, NURB was intentionally differentiated as an expressive, customizable platform rather than a purely functional product. Brand meaning was constructed through a cohesive system of naming, visual language, and storytelling, emphasizing participation and individuality. An AI-generated video was used to articulate the brand name itself—reinforcing NURB as not just a bottle, but a brand that invites users to display who they are, turning routine usage into a form of visible self-expression.