Brand Work,
Field Notes,
Creative Direction.
Willy Kiel
I build brand worlds for products, places, and rituals.
I’m a creative director and brand/growth marketer focused on CPG, lifestyle, and field-built content. My work sits between strategy and execution: websites, shoots, content systems, email, paid creative, launch assets, and the visual direction that makes a brand feel real.
Agoge® Portfolio
Website
Researched competitors, mapped the site strategy, and redesigned the Shopify experience myself with custom sections, clearer product education, and conversion-focused storytelling.
Directed Shoot
Led the creative direction behind the shoot, from visual research and concept development to shot lists, styling direction, and on-set guidance for photographers, videographers, and models.
Social / Paid Creative
Designed and directed creative assets across organic and paid social, including UGC-style videos, static ads, community content, influencer direction, and product education. Created the Meta glasses POV series concept, which outperformed all other creative, drove 2.5M+ impressions, and contributed to record sales.
How I Build
My work sits between strategy and execution.
I research the category, map the creative direction, and build the assets that shape how people experience a brand across the website, shoots, organic social, paid creative, email, influencer content, and launch moments.
The goal is not just to make things look better. It’s to make the product easier to understand, easier to trust, and easier to want.
Want to
work?