A lush garden landscape with various trees and flowering plants, leading to a white building with small windows and an arched entrance, under a full moon in the evening sky.

Selected Work.

Aroa works with a small number of product brands at a time. The case studies below are a mix of client engagement and concept studies, the second category built around brands the studio admires and used to test how the approach holds up outside a paid context. Each one starts with a single problem and works outward from there.

RealCraft

Marketing and Creative Director. Joined in July 2020, six months after the RealCraft rebrand and Shopify launch.

Context

RealCraft is a Pacific Northwest manufacturer of custom architectural doors, hand-built to order on a six-month consideration cycle, with an average order near two thousand dollars. I lead marketing and brand across the business and run the online store with my team.

Scope

Refined the brand and the customer experience from the early months of the relaunch through to the studio it is now. The Shopify Plus storefront and the journey across it. An AI-powered visualization system that replaced on-location photography for the catalog, designed in-house and run by a team I trained. Paid media across Meta, Google, and Pinterest. Email and SEO infrastructure. Hiring and leadership of the creative team.

Results

Over $40M in cumulative revenue across the tenure. AOV holds at $1,944. Paid media strategy and all creative production sit in-house, against a roadmap I built. Organic search has become the brand's largest revenue channel. The email program performs well above category benchmarks.

  • Front view of a modern house with a wooden door, white walls, and desert plants near the entrance, with sunlight casting shadows.

  • Front entrance of a modern house with a wooden door, desert plants, and shadows cast by the sunlight.

  • Front door of a modern house with marble walls, wooden door, and glass side panels, surrounded by plants.

  • A wooden garage door on a house with a beige stone exterior, surrounded by desert plants and palm trees, with the ocean visible in the background at sunset.

  • A front door with an arched wooden design surrounded by a white stucco wall, with pink roses and green plants on either side.

  • A pink stucco house with a wooden arched door, set in a coastal landscape with ocean and hills in the background, surrounded by desert plants and flowers.

  • A man walking at sunset with a surfboard under his arm near a modern house with a concrete facade and a wooden door, overlooking the ocean with footprints on the wet concrete path.

  • Modern house with a wooden front door, surrounded by desert plants, near a body of water with mountains in the distance at sunset.

  • Modern house with wooden front door, large window, and balcony overlooking the ocean, surrounded by lush plants and rocks at sunset.

  • Front entry of a house with a wooden door, a window, and a landscaped yard with trees and plants, with snow-capped mountains in the background during sunset.

  • A coastal house with wooden shingles, a wooden door, and a window on the left, overlooking the ocean with rocks and trees in the background.

  • Nine wooden decorative doors with arched tops, each featuring a window with four panes at the top and a chevron pattern on the lower panels in varying wood finishes, arranged in a 3x3 grid on a white background.

Masters of AI Academy

Capstone work from the Masters of AI Academy, a year-long program led by Benjamin Benichou for creative directors working with AI in commercial campaigns. The projects below were built across professional production pipelines, orchestration environments like Flora and ComfyUI running current frontier models for image and video, controlled and composited rather than generated one prompt at a time. The difficulty is not generating an image. It is generating the exact one a brand needs, a thousand times, without it ever looking machine-made.

minjukim

MINJUKIM is a Seoul womenswear label founded by Minju Kim, an Antwerp graduate who trained under Walter Van Beirendonck and won Netflix's Next in Fashion in 2020. Every collection begins as her own hand-drawn illustrations.

Fashion module · Masters of AI Academy · 2026

Output

Built the campaign concept for SS25, the Brilliance collection (찬란). The insight: fashion campaigns at this tier almost always show the woman alone in private brilliance, and rarely show who taught her to dress. The campaign I proposed is called Twice in Bloom (두 번 피어). The morning a mother helps her daughter get ready, and the same garments, two generations apart, on the same Korean afternoon. The relationship is the protagonist.

  • Two women in elegant dresses on a rooftop overlooking a city skyline with skyscrapers and a mountain in the background. One woman is sitting on a ledge, the other is standing, both looking contemplative.
  • Two women in fashionable black outfits outside on a patio, one sitting on a white chair with her legs crossed and the other standing beside her, with green trees and a modern building in the background.
  • Two women with black hair and light skin on a tiled rooftop with potted trees and a cityscape in the background. One woman sits on the ground in a white strapless dress, while the other stands in a long beige dress. They are barefoot, and sunlight casts shadows on the ground.
  • Two women walking outdoors on a sunny day, one wearing a white dress and the other wearing a yellow and green sheer dress, with trees and a stone wall in the background.
  • A woman lying on the floor in front of a mirror, wearing a white dress with a strapless design, with dark hair, and a person in a yellow shirt with white flower pattern standing behind her.
  • Two women on a rooftop, one standing and the other sitting, with a city skyline and blue sky in the background.
  • A young woman in a flowy, floral dress and lace shoes standing outdoors next to a stone wall with flowering bushes, dappled sunlight, and shadows.
  • Two women are standing on a rooftop, overlooking a city skyline with tall buildings. One woman is wearing a yellow and white patterned dress, and the other woman is in a white strapless dress with lace details. The woman in the white dress is holding a phone in her hand.
  • Two women in vintage-style dresses are outdoors in a garden with apple trees. One woman stands with her face not visible, wearing a cream dress with cutouts and a bow on the neckline. The other woman, sitting on a bench, has dark hair and is wearing a sleeveless dress with a cherry pattern, looking at the standing woman.

Ex Idolo is an independent London fragrance house founded by Matthew and Tanya Zhuk, working with rare ingredients under a philosophy of quality over quantity. Their signature scent, Thirty Three, is built around a vintage oud distilled in 1980 and aged thirty-three years before its 2013 release. The brand has an extraordinary product and almost no visual identity to match. The aging story, which should be the entire marketing foundation, is mentioned once in passing.

Ex Idolo

Beauty module · Masters of AI Academy · 2026

Output

Built the campaign from scratch around a single insight: Thirty Three was made for the person wearing it, not the room they walk into. The morning ritual is a private moment between a person and a scent, photographed with the kind of attention usually reserved for portraiture.

  • A perfume bottle labeled 'EX IDOLO Thirty Three' placed on a textured, light-colored fabric surface.
  • Side and front views of a shirtless man with a beard and short dark hair against a plain background.
  • Three poses of a shirtless man wearing white underwear against a white background.
  • A man with a beard wearing a cream-colored short-sleeve shirt and brown pants standing against a plain white background.
  • A shirtless man with dark hair and beard stretching while sitting on a bed in a sunlit room with a slanted ceiling and a large window.
  • A person's hand holding a perfume bottle labeled 'EX IDOLO Thirty Three' in a bedroom with a window, a black wall art piece, and a bed with striped bedding in the background.
  • A man with a beard in a white shirt adjusting his shirt in a bright bedroom with a sloped ceiling and a bed in the background.
  • A shirtless man with a beard is holding a bottle of perfume near his chin, with his eyes closed.
  • Close-up of a man with a beard holding a jar labeled 'Ex Idolo Thirty Three' near his face with a neutral background.
  • Close-up of a hand pressing a perfume atomizer to spray perfume from a glass bottle.
  • Close-up of a man with a beard, eyes closed, covering his nose with his hand, standing against a plain background.
  • A man with closed eyes uses a spray bottle to spray perfume or cologne on his neck.
  • A bottle of perfume labeled 'EX IDOLO Thirst Three' lying on a textured dark surface near a dark-colored box.
  • A glass perfume bottle labeled 'EX IDOLO Thirty Three' on a gold-colored tray in sunlight with shadows.
  • A man with a beard and short dark hair, sitting shirtless on a bed, holding a razor, in a bedroom with natural light from a skylight. The bed has striped bedding and a nightstand with bottles, with a black art piece on the wall.
A woman with long dark hair sitting at a wooden table, reading a book under a small desk lamp, with a pink flower in a glass on her left and a small dish on her right. She is wearing a strapless cream-colored dress, with her feet in cream-colored slippers with bows, standing on a wooden floor, in front of a window with rain outside, and floral curtains.

Your brand could be next.

If your product is better than it looks online, that is the gap I close. Tell me what you are working on.

Start a project