In Fall 2025, I led a full-scale spec campaign for Goonda, building a cinematic Western world through film, design, and experiential concepts. I managed an end-to-end production with physical sets, taking on roles across art direction, production, and creative execution.

The project received recognition from the Goonda team and was brought to life beyond the classroom, with the brand activating the work on their social media. Seeing a speculative idea turn into real brand content reinforced the value of crafting work at a professional, real-world standard for me.