Estrada started his career at Sharper Image as a production designer and in four short years became the $780 million, direct sales and 200 store retail giant’s Creative Director.

At 23, Estrada transformed Sharper Image’s “book” production (containing up to 300 products each month, one million monthly print runs) from analogue to a digital process, changing the company and the industry at its core.

He is the man who led Sharper Image into the digital age. His forward-thinking reduced overall production costs and introduced brand-centric direct sales to the internet.

Xavier pushed the status quo and to enhance the consumer’s experience at every touch-point– of the Sharper Image brand — retail, product packaging, POS, digital, TV, Print and direct mail.

Xavier is a pioneer of product shots that tell a story. He has always been fascinated by the creative potential of photography and design technology; he used this interest to develop new techniques that have revolutionized the way products are photographed. His passion for innovation led him to create many industry “firsts”, and his work has become the industry standard for product shots and image storytelling.

He is the one who turned gadget and tech products into visual sensations through drama, emotion and dimension. His work lifted products like the Ionic Breeze into direct sales mega successes.