Smith Optics

What began as a local assignment — shooting the launch campaign for Smith's Photochromic lens range and the Ultralight glasses re-release in the Australian market — grew into something far larger. After completing creative direction and production on both pieces, I was approached by Smith's global office in Portland with a problem that was frustrating but solvable: specialised shooters all over the world, experts in their craft across snow, surf, mountain biking, running and every corner of action sports — but no consistent editing language tying it all together.
Brought on board alongside Creative Director Thomas Edgar, I worked remotely with the global team from 2024 to 2026 — developing and maintaining the visual style and direction across all of Smith's social channels. The scope covered the Pursue Your Thrill series, frame-specific marketing content, and the visual storytelling behind both the 2025 brand piece and Smith's landmark 60th anniversary campaign. Post production across every discipline Smith touches, unified into a single coherent voice.