FRISS Labs
Building a brand before the market knew what it was.
Most companies enter an established category, FRISS had to introduce a new one. The challenge wasn’t simply launching a product. It was helping people rethink the way they understood energy. Before anyone could appreciate why FRISS was different, they first had to understand why it existed. That changed everything. Every decision, from positioning and campaigns to website flows and design systems became part of the same conversation. When a category doesn’t exist, every touchpoint helps define it.
Building the Foundation
I joined FRISS before its US launch as Fractional Creative Director, working alongside the founder to build the brand from the inside. That responsibility extended well beyond campaigns and we developed the strategic and creative foundation including positioning, messaging, advertising, aesthetics, strategy, commercial production, athlete partnerships, and creative operations. Rather than treating each initiative as a separate project, we approached the business as one connected system. Every decision needed to strengthen the next.
Thinking in Systems
Campaigns come and go but systems endure. Anyone can create a successful advertisement. The harder challenge is building a brand where every campaign, photograph, commercial, product launch, and customer interaction reinforces the same idea.
That’s where my thinking naturally gravitates. Not toward individual deliverables, toward the systems that make consistently good work possible. When the foundation is clear, creative decisions become easier. Teams move faster, the brand grows stronger.
FRISS Labs · Face+Hands Study · 2026
An Embedded Role
One of the reasons I enjoy Fractional Creative Direction is that no two days look the same. One morning might start with refining our positioning with the founder and then I’m switching modes to build out a campaign, mentoring the creative team, improving the website flow, or solving a production challenge. The work changes constantly but the objective does not; help the company make better creative decisions.
FRISS Labs · Product · 2026
The Outcome
FRISS is still growing, which means the work continues to evolve and that’s what makes this partnership so dope. Building the brand from the beginning reinforced something I believe more than ever. Brands aren’t built through remarkable campaigns, they’re built through remarkable consistency.
Areas of Contribution
- Fractional Creative Direction
- Brand Positioning
- Creative Strategy
- Campaign Development
- Commercial Direction
- Website Strategy
- Advertising
- Creative Operations
- Production Leadership
- Content Systems
- Team Development