From Adrenaline to Everyday
Chapter 1 / GoPro
When I joined GoPro, it felt like a dream.
This was a brand I’d long admired—not just for its products, but for what it stood for: freedom, creativity, living in the moment. The camera was iconic—smartly built, durable, and beloved by thrill-seekers everywhere.
But when I got there, something felt off.
The digital experience—the place most people first met the brand—was flat. Outdated. It listed specs, but didn’t tell a story. It didn’t invite people in.
That’s where I came in.
I’ve never been the loudest voice in the room, but I know how to find the feeling in a product—and translate that into something others can feel too. Not through buzzwords, but through simplicity and moments people recognize in themselves.
At GoPro, I became the voice of the everyday user. Not the pro athlete or filmmaker, but the parent filming a birthday. The traveler capturing a hike. The person holding onto something joyful and real
One of my most memorable moments was the launch of the HERO4 camera and Karma drone. We didn’t just update a product page—we created an immersive digital experience that brought the magic of GoPro to life. From the first scroll, we wanted people to feel what it was like to use it: the rush, the possibility, the confidence.
Every detail was intentional. Every scroll, animation, and line of copy was crafted to spark curiosity and build trust. It wasn’t about specs. It was about the feeling of capturing something worth remembering.
Collaboration That Changed the Narrative
The launch was one of the most rewarding collaborations of my career.
GoPro was full of adrenaline junkies—surfers, climbers, creators who knew the camera inside out. They lived the brand.
And then there was me.
I wasn’t jumping off cliffs. I just wanted to film a great video of our family dinner on Christmas Day.
That perspective became my strength.
I spoke for users who wanted to love GoPro, but needed it to feel more intuitive—less niche, more human. I asked the questions others didn’t. And people listened.
We tested ideas, challenged assumptions, and collaborated across brand, product, and engineering. It wasn’t always easy. But it was worth it.
Together, we built more than a product page.
We built a digital story that made GoPro feel less like gear for the elite—and more like a tool for everyone.
In the end, we didn’t just simplify a site—we opened the door for people to see themselves in the story.
