CREATIVE

With twenty-four years of experience at the intersection of strategy and creative direction, the following represents the 'unifying' layer of my work — the place where I take products and brands and give them a voice that lands within culture. From the first strategic insight to the final craft, I guide concepts from inception to execution to ensure every campaign resonates.

Creative · Campaign · Strategy

Designing a Day to Shop Small.

Turning a simple idea into a national movement supporting small businesses.

My Role:
Marketing Strategy
Ad Campaign
Brand Guidelines
Product Design
Print Production

Stage:
Enterprise

Sector:
Retail
E-commerce
Financial Services
Seasonal Campaigns

Creative · Campaign · Strategy

Start Booming.

 A digital initiative giving small businesses tools, resources, and a community to help them grow.

My Role:
Marketing Strategy
Ad Campaign
Print Production

Stage:
Enterprise

Sector:
Financial Services
Banking & Credit Cards
Business Services

Creative · Campaign · Product

Getting lost on purpose.

A personalized adventure experience for American Express. Somewhere along the way, we’ve lost our sense of adventure. To get that back, we had to come up with an entirely new approach to travel.

My Role:
Ad Campaign
Brand Design
Product Design
Print Production

Stage:
Enterprise

Sector:
Travel & Tourism
Lifestyle & Adventure
Innovation
Technology & Software

Creative · Campaign · Experience

Artificial Intelligence meets the Editorial Space.

Creative experiences designed to bring Amazon's technology and innovation to life in unexpected, human ways.

My Role:
Leadership
Strategy & Research
Branding
Font Design
Product Design
Design System
Content Strategy
Marketing Strategy
Documentary TV Series

Stage:
Enterprise

Sector:
Emerging Technology
AI
Robotics

Creative · Campaign

Driving Growth in the UK.

Creative direction for video campaigns designed to make Google's value more relevant and actionable.

My Role:
Creative Direction
Campaign Strategy

Stage:
Enterprise

Sector:
Cloud Computing & SaaS
Enterprise Solutions
Productivity & Collaboration Tools
Cloud Storage & Document Management
Technology & Software

Creative · Campaign · Strategy

Riding shotgun with the challenger brand.

OOH campaigns designed to give Lyft a sharper voice and challenge the category leader.

My Role:
Ad Campaigns
Marketing Strategy

Stage:
Scaleup

Sector:
Transportation
Ride-Sharing
Gig Economy
Technology & Software

Creative · Campaign · Strategy

Real Lucky Underwear. Real Positive Vibes.

Lucky Looms is a limited-edition collection of Fruit of the Loom underwear that has been specially "infused" with good vibes from some of the luckiest locations across America, creating the first-ever genuinely "lucky" underwear product.

My Role:
Strategy & Research
Marketing Strategy
Ad Campaign
Branding

Stage:
Enterprise

Sector:
Retail & Consumer Goods
Apparel
Consumer Products
E-commerce

Creative · Campaign

Reframing Perceptions. Redefining Home.

Challenging assumptions about manufactured housing and modern homeownership.

My Role:
Campaign Strategy
Art Direction
Design
Copywriting

Stage:
Enterprise

Sector:
Real Estate & Housing
Construction & Homebuilding
Manufactured & Modular Homes

Creative · Campaign

Founding Fathers.
Falling Prices. Fun Dining.

A playful campaign built around personality, value, and fun.

My Role:
Campaign Strategy
Art Direction
Design
Copywriting

Stage:
Enterprise

Sector:
Food & Beverage
Quick Service Restaurants (QSR)
Retail & Consumer Services

Creative · Campaign · Strategy

From Cheap Chicken to Love-Filled Moments.

Reframing a familiar restaurant brand around quality and care.

My Role:
Ad Campaign
Strategy
Design

Stage:
Enterprise

Sector:
Food & Beverage
Quick Service Restaurants (QSR)
Retail & Consumer Services

Creative · Campaign · Brand

Crafting a distinctive spirit.

Creative work that brought the distinctive character of Angel's Envy to life beyond the bottle.

My Role:
Brand Design 
Packaging & Print Production
Brand Book Production

Stage:
Startup

Sector:
Food & Beverage
Alcohol & Spirits
Consumer Goods

Creative · Campaign · Brand

Capturing the Ethos of Hemingway.

Creative work inspired by Hemingway's spirit of adventure, bringing the story behind Papa's Pilar into a contemporary cultural world.

My Role:
Brand Design 
Packaging & Print Production
Digital Asset Production

Stage:
Startup

Sector:
Food & Beverage
Alcohol & Spirits
Consumer Goods

Creative · Campaign

Cable so simple, You don’t need a tutor.

Making entertainment simpler for a challenger cable brand.

My Role:
Campaign Strategy
Art Direction
Design

Stage:
Enterprise

Sector:
Telecommunications
Technology & Internet Services
Media & Communications

Creative · Campaign

Not what you’d expect from a cable company.

A campaign challenging the conventions of telecommunications.

My Role:
Campaign Strategy
Art Direction
Design

Stage:
Enterprise

Sector:
Telecommunications
Technology & Internet Services
Media & Communications

Creative · Campaign

Your Binge. Your Budget. Your Bundle.

Personalized entertainment built around the customer.

My Role:
Campaign Strategy
Art Direction
Design

Stage:
Enterprise

Sector:
Telecommunications
Technology & Internet Services
Media & Communications

Creative · Campaign · Experiential

Inspiring Action. Driving Lasting Change.

An integrated campaign turning heart-health awareness into personal commitment.

My Role:
Marketing Strategy
Ad Campaign
Experiential
Product Strategy
Design

Stage:
Nonprofit

Sector:
Healthcare
Medical Research & Innovation
Public Health
Education

Creative · Campaign · Product

A Global Movement for Clean Water.

Digital storytelling and social action for a global cause. Flash Flood For Good was a global initiative launched to bring clean drinking water to children in Rwanda, Ethiopia, and Myanmar through the P&G Children’s Safe Drinking Water Program, distributed by World Vision Water, a leading provider of life-saving water resources.

My Role:
Art Direction
Campaign Strategy
Product Design
Digital Experience
Social

Stage:
Nonprofit

Sector:
Philanthropy
Public Health & Humanitarian Aid
Global Health & Disease Prevention
Corporate Social Responsibility (CSR)