Global

The Brief:
In service of growing brand recognition, consideration and revenue - Build a world-class Brand, Creative, Digital Marketing team, reimagine brand identity and establish a global creative process to ensure a consistent brand experience for a legendary multi-billion dollar tech vanguard.

My Role:
Head of Global Creative & Event Strategy
Accountable for: Strategic Creative Leadership, Creative Direction, Content Creation and Integrated Campaigns, Event Strategy, Concepting and Execution, Team Leadership and Development.

I work side-by-side with VPs, CMOs, CEOs, creative and art directors, strategists, 2D/3D designers, copy writers, researchers, producers, videographers and editors, photographers, agencies and account/project managers. My teams work across marketing, sales, product and communications, and are responsible for articulating and translating brand strategy into marketing plans/content.

We create and maintain visual identity systems and all associated deliverables that make our brand come to life - from our website to videos, product launches, internal and external events to digital and out-of-home campaigns/ads, eBooks and white papers, swag, and presentation templates. We acculturate our work into 11 languages to empower regional marketing and sales. And we measure our impact for return on investment.

I’ve grown my cross-functional creative/content marketing team globally and together we’ve scaled our productivity; established and influenced the adoption of processes and guidelines; secured key vendor relationships; refined our analytics, brand voice, position and message; established an integrated creative strategy for digital, web, OOH and events; produced hundreds of brand/customer videos; and redesigned our enterprise-level website.

Together, the Brand, Creative and Digital Marketing team and I get it done. Shout out to the team:

• $84 million in multi-touch attributable annual reoccurring revenue
• 1.2K website pages redesigned (complete website overhaul)
• 950+ brand and marketing videos and channel assets
• 200% increase in brand awareness
• 60 reports, eBooks and white papers
• 50 global events
• 26 Product launches
• 15 style guides
• 4 global campaigns
• 3 industry awards
• 2 complete brand voice, personality, messaging and positioning architectures
• 1 complete brand identity system update

My contributions have been pivotal in raising Akamai’s profile among our customers, prospects, analysts, investors and the media. All while navigating some of the company’s most impactful moments, including a $1B merger and acquisition.

I’m especially proud of our award-winning global “Life Online” campaign, which included a $1M innovation contest that we conceived, executed and documented in 4 short videos here.

I’m also proud of the work we did to design and build our new headquarters; approximately 476,000 square feet spanning 19 floors, allowing Akamai to consolidate 4-office campuses into one premium building.

Globally, Akamai is Trusted by:
All top 10 video streaming services
All top 10 video game companies
All top 10 banks
All top 10 software companies
All top 10 brokerages
9 of the top 10 telecommunications carriers
9 of the top 10 healthcare providers
9 of the top 10 retail companies
8 of the top 10 automotive companies
7 of the top 10 healthcare payers
7 of the top 10 fintech companies
7 of the top 10 pharma companies
All 6 U.S. military branches
14 of 15 U.S. federal civilian cabinet agencies

London_ Milan_ NYC_

The Brief:
Develop positioning and campaign for the launch of the 111 Navy Chair - Emeco’s first ever recycledplastic chair made from 111 Coke bottles. How might we remake the image of an icon?

My Role:
• Creative Strategy
• Creative & Art Direction
• Campaign Concepting
• Client Presentations
• Vendor, Team + Project Management

Deliverables:
• Style Guide
• Messaging and Positioning Statements/Architecture
• Graphic Design
• Photography
• Prototyping
• Copy and Print Execution
• Physical Activations
• Milan Furniture Fair Stand Design

A More Generous World
Anthon Berg is an international premium chocolate brand. It was founded in Denmark in 1884 and it is to this day owned by the Anthon family.

The brand was founded on the value of generosity to create cherished moments. After a deep dive on research and brainstorming, we came up with the concept of a campaign that would help people be more generous towards each other.

The idea was simple: a chocolate store that only accepted generosity as currency. A way to authentically own the brand’s roots and differentiate from the competition.

Project Scope/My Role as Creative Director -
Collaborate with team to deliver:
• Social Strategy
• Concept Development
• Creative & Art Direction
• Video Directing, Production & Editing
• User Experience Design
• Facebook Application
• Branded Content
• Street Team Live Launch Event
• Brand, Product & Campaign Messaging/Copy Writing

Good Deeds campaign and the Generous Store pop up
The popup store was built overnight in one of the busiest streets in Copenhagen.

In order to buy the chocolate, you had to publicly promise to perform a specific generous deed. The bigger the chocolate box – the bigger the promise. We used Facebook to pick the recipient of the generosity and make the promise public.

The cashiers used iPads equipped with custom software that processed the Generous Exchange.

Impact:
The results were staggering - 100,000 people saw the shop in five hours. Over 1000 influential internationally sites wrote about it, and an estimated 3,750,000 facebook and Twitter users posted a feed about it. Sales rose on the market with 12% compared to the same month the year before.

The larger campaign wove the concept of Generosity into familiar settings in travel retail locations on large billboards with messages such as "thank you for watering the plants" along with a customer and product shot.

To give the activation social legs, at the point of sale in shops we had a generosity generator, which took a picture of the customer holding up a sign with a sweet and generous message–and was immediately posted to the customer's (and Anthon Berg's) social channels.

Recognition:
Bronze winner at the Cannes Lions, Gold and Silver winner at the Epica Awards, winner at the Bees Awards, 3 x Gold winner at the Danish Creative Circle Award, winner at the Danish Internet Awards

Building on Success
Based on the success of the Good Deeds pop up, we fast followed with the Anthon Berg Generous Chocolate Upgrader
located at Airports around the world. Think: Good chocolate for bad seats.

The concept of Generosity is flexible and works incredibly well in all types of messages and across channels. And most importantly, it always leaves the consumer with a happy feeling, which has been proven to drive product sales.

The Airport Upgrader is a great example of bringing Generosity to life.

London_

The Brief:
How might we energize and invigorate young runners in London?

The Solution:
By turning the streets of London into a game board and phone booths into goal posts. Of course. The Grid is London, North, South East and West across 40 postcodes. The object is to run from phone box to phone box, street by street across London to claim the most streets. For each phone box “check in” you get points – the more you run the more points you get. You get special points, badges and prizes for speed, endurance and stamina on your run, with the whole thing tracked and broadcast through Facebook.

The Effects:
A total of 31,000 runs were logged with players collectively running half the circumference of the Earth –that’s over 12,500 mile– and 12% rise in sneaker sales.

Leisure and Travel prize, Marketing Week Engage Awards

My Role:
• User research
• Creative Campaign Strategy/Concepting
• Visual & Graphic Design
• Interaction Design
• Copy Editing
• Cross media collateral design
• Video scripting and production

Deliverables:
• Integrated Campaign
• On-line + Off-line Experiences
• Physical + Digital Activations
• Printed Collateral
• Microsite
• Grid App
• Facebook community hub
• Video
• Launch Event

As VP of Creative Services with MKTG, my team and I created one of the most talked about experiences at the SXSW Festival, The Gatorade Fuel Lab. The Lab showcased the latest in sports fuel innovation through an immersive experience that showcased how Gatorade is combining new data about performance, nutrition and biomechanics.

My Role, among other things:
• Brand, Product & Campaign Messaging/Copy Writing
• Brand Strategy & Experience Design
• Campaign Design & Creative Execution
• Video Scripting, Storyboards & Production

In addition to the customer journey, engineering the design of the exhibit, and building each unique structure, our crew partnered with Dimentional Worldwide to produce custom fabric graphics and installed the exhibit on onsite.

The result was a multi-room, interactive experience where attendees had the opportunity to design custom bottle caps and drink formulas that were tailored to their specific workout needs. Generating substantial buzz, The Lab was named one of the best and most influential brand experiences at SXSW.

San Francisco_

The Brief:
Design and execute Dreamforce, the world’s biggest tech conference. No problem. How might we engage, inspire and celebrate a devoted community? Drive brand awareness and gain the attention of industry influencers and business decision-makers? Build and leverage partnerships to enhance brand growth?

Dreamforce is all about gaining the attention of industry influencers, customers and business decision-makers. The breadth and scale of the logistics, stakeholders and content is monumental - 135,000 attendees from every industry, every title within an organization, and something meaningful for every individual.

My Role:
• Strategic Attendee Journey Mapping
• Zone mapping and naming
• Creative Direction/Concepting
• Experience Design
• Environment Design + Space Planning
• Embedded in client teams
• Manage client expectations
• Vendor, Partner, Team, Budget + Project Management

Deliverables:
• Acquire and register 135,000 attendees, every industry, every title
• Million dollar hackathon competition
• A coherent ecosystem of immersive, educational + entertaining branded environments & experiences
• Elevated customer and influencer voices
• Digital, physical + social activations across numerous channels and physical spaces
• Printed materials from badges to banners to booth architecture
• Interactive lighting arrays, "Instagramable" installations and product displays

Worked with Naadam, Alex Gorosh and Chess Club Films to articulate Naadam's brand story and authentically bring Naadam's brand personality to life.

My Role, among other things:
• Brand Strategy & Creative Direction
• Campaign Design & Creative Execution
• Brand, Product & Campaign Messaging/Copy Writing
• Video Scripting, Storyboards, Production & Editing

Led to millions of views and significant double-digit revenue growth.

This is the true story of two guys who got lost in Mongolia, leading them to a mission to improve the livelihood of the nomadic herders who took them in, and to provide consumers more direct access to the finest cashmere in the world.

Naadam is committed to creating the highest quality cashmere goods at the fairest price, while ensuring sustainable practices and fair treatment of the herders and goats who provide this incredibly rare material.

Global Brand Guidelines here
Greenhouse Brand Identity here

Thirteen years.

That’s roughly the point when most homes need some attention. Carpets are worn, colors feel tired, and the decor that’s accumulated through the years doesn’t necessarily match.

The same is true for brands. What was once fresh and edgy becomes commonplace—or worse, it seems dated, like a house with plenty of telephone jacks, but no Wi-Fi.

Thirteen years.

That’s the last time Deloitte refreshed its brand. It was 2003. Phones with cameras were a novelty. Apple introduced iTunes. Facebook didn’t exist.

Time has been kind to the Green Dot that rolled out to the world that year. Stakeholders see a green dot today and think Deloitte—and vice versa. The network and its little, round mascot have prospered together.

Deloitte's Purpose—to make an impact that matters—has given Deloitte practitioners a common anchor in talking about their organization. I was fortunate to work as a Creative Director with an incredibly talented, incredibly dedicated multidisciplinary, cross functional team to unpack and translate Deloitte’s authentic personality and brand value proposition into a new brand visual and verbal identity.

With research insights in-hand, we established a new set of brand elements that achieved three things:
1) Create a single brand architecture and identity system so that regardless of where a client is geographically, or what business they interact with, or what device they use to reach member firm professionals, they have a consistent and meaningful Deloitte experience
2) Drive brand awareness, recognition and recall
3) Reinforce Deloitte's powerful approach to problem solving and innovation through compelling visual communication

Deloitte’s new brand identity guides launched June 15, 2016.
It's core elements —color, fonts, imagery, and the applications in which they reside—are as relevant, compelling and consistent today as they were 8 years ago.

Nike + Wieden+Kennedy
Livestrong Cancer Foundation
It's About You
Tour de France

Business Impact: 46% Boost in Livestrong Sales

Cannes Lion Cyber Grand Prix Winner
Clio Content & Contact Award
Clio Innovative Media Award

My Role:
• Creative Strategy & Concepting
• Creative & Art Direction
• Creative Execution and Production

I was lucky to have a Graduate School internship with world-class creative agency, Wieden+Kennedy. This led to a job, and me working on a campaign for the Livestrong Foundation, and ultimately a career in marketing excellence.

The first use of robotics in advertising, Chalkbot printed inspirational messages, submitted by people all over the world via Twitter, on the route of the Tour de France.

The campaign helped Nike promote their Livestrong sponsorship by reinventing the age-old tradition of fans chalking messages on the course before a race. It disrupted the industry and essentially invented a new type of advertising that combines physical robotics and experience with the digital world.

On the world’s largest athletic stage, the Livestrong brand told their story through the words of individuals whose lives had been impacted by cancer. For Nike and Wieden + Kennedy, Chalkbot offered the real time opportunity to connect emotionally beyond the barriers of a TV commercial.

It was beautiful, it was touching and it was human.

For those of us who worked on the project, it changed perspectives on what it meant to build a product that integrated hardware, software, athletes, and a large event. For a three-week period in the summer of 2009, the world revolved around this machine and the messages it printed on country roads.

We received over 36,000 messages via twitter, sms, web banners as well as the Livestrong website. The messages of hope, support and encouragement were spread across the entire route of the tour, televised over the 3 week period.

The Chalkbot Was Not the Big Idea

Many people look at the case study and see a beautifully integrated award-winning campaign featuring TV spots, digital, media, and physical. But the truth is the Chalkbot was just one component to an overall campaign with the tagline “It’s About You.” The Chalkbot was an out-of-home concept, not the central idea. Beyond limited internet exposure through web banners, there was no media supporting the Chalkbot.

It was during the second week of the Tour when the “What is Chalkbot?” video we had shot was picked up by Versus (kudos to the W+K media team for making that connection). Versus (which went on to be acquired by NBC Universal) was hungry for content, so they ran our video which was nearly two-minutes in length throughout the Tour coverage.

Dunk Tank
Innovative Brand Activation

Honors:
Best Use of Alternative Tools
The Bees Awards

Best Use of Location Based Integration with Social or Mobile
Media Post DOOH Awards

Bronze Medal
Apex Awards

Silver Medal
AME Awards

Top Creative
B2B's Creative Best Awards

Project Scope/My Role as Creative Director -
Collaborate with team to deliver:
• Social Strategy
• Concept Development
• Video Directing and Production
• User Experience Design
• AR Game Design & Development
• Twitter Application
• Facebook Application
• Social Campaign
• Branded Content
• Street Team Live Launch Event

Backstory:
Clear Channel unleashed the most technologically advanced digital billboard ever in Times Square. It uniquely featured the highest screen fidelity and resolution, connection to servers, access to the Internet, and an HD video camera pointed down on the main plaza in Times Square.

Ironically, Clear Channel discovered that this screen was such a leap forward in technology and creative opportunity, that their clients had no clue how to take advantage of it.

Idea:
Demonstrate the power and full potential of Clear Channel’s sophisticated new Times Square media property with an interactive brand experience called, "Dunk Tank".

Dunk Tank employed social media, augmented reality, and gesture recognition to transform the billboard into an interactive brand experience.

Execution:
Inspired by sensational vaudeville acts, the “Times Square Dunk Tank” launched on Memorial Day Weekend to take advantage of the Holiday crowds.

The activation featured International pinup model and reality TV star Sabina Kelley; live launch event featured a street team complete with a “Carny Barker” who invited locals and tourists alike to step right up and help dunk either the 'Painted Lady' or the 'Strong Man'.

As the crowd voted via Twitter to choose who would get dunked, they saw their tweets broadcast live on the oversized HD screen and worked together to create a dramatic virtual splash.

Impact:
The brand experience ran three times an hour. Over the course of two months we actively engaged 1.6 million people. In social media, we generated over a 1.5 million impressions with zero media dollars spent.

The third annual Stream conference brought together top influencers, video marketers, and brands who shared their strategies and insights on sales, audience growth, brand building, and influencer gain. 

At MKTG my team and I worked very closely with Levi's on brand engagement and innovation. I spearheaded a cross-functional task force with Google and Levi’s. I brought together marketing, sales, product development, and customer service to collaborate. We conducted joint workshops and brainstorming sessions to identify market opportunities and pain points.

My Role, among other things:
• Brand, Product & Campaign Messaging/Copy Writing
• Brand Strategy & Experience Design
• Campaign Design & Creative Execution
• Video Scripting, Storyboards & Production

This collaboration led to the development of a new product feature that addressed a real world need among commuters - a smart jacket that allows the wearer to access music, navigation, text messages, and calls with the swipe of their sleeve.

We created product messaging, videos, social and digital assets, and in store activations for the new product launch in San Francisco.

Connected. Not distracted. That was our mission in designing the next iteration of our Trucker Jacket with Jacquard by Google — an advanced technology enabling you to seamlessly and wirelessly connect your clothes to your smartphone. Originally designed for cyclists as part of our Levi’s® Commuter™ series, this next-gen version features more applications to enhance your everyday experience.

HOW IT WORKS

We start with our iconic Trucker Jacket. Then we build a Jacquard sensor into the left sleeve. With your jacket paired to your phone, you can perform simple actions on the interactive cuff, and receive alerts through the Tag so you’re in control and connected without looking at your screen.

Akamai
Global Brand Video

The Brief: Develop brand video concept/creative to support global brand awareness campaign. Produce a hero video, with multiple social cutdowns, that inspires customers and prospects about what Akamai’s Connected Cloud (ACC) makes possible.

ACC is a unique offering of cloud, edge computing and industry leading security solutions on the same network. 

Created for distribution on CTV/OTT; social media channels; ​​programmatic display/video and Akamai's website.

‍The Concept/Creative: I brought Alchemy Creative in as our video production partner on this project. Together we tackled the solution. They did a great job.

As the ACC is an emerging capability, the intent of our video was to educate, inspire and invite our core audience along for the journey to create on this world's largest distributed cloud platform.

Futurist celebrity, Jason Silva, grounds our tech narrative in humanity, with a passionate call to action.

By blending cinematic imagery with mixed-media motion graphics, we capture the attention of our audience visually. Sound design enriches the experience, punctuating moments and guiding viewers through our story.

Akamai experts help bring the power of the Akamai Connected Cloud to life by speaking to how rapid iteration and development in the cloud, coupled with the ability to instantaneously deliver that content anywhere in the world, will drive the next wave of innovation.

Together, these elements bring our intended narrative, Inspiring Possibility, to life.

The Results: A story that celebrates the customer and their relentless pursuit of innovation. Inspiring Possibility educates the audience on how Akamai brings its planetary scale and unwavering reliability to the cloud, so you can build, secure, and instantly deploy the next wave of innovation. It challenges viewers to take on that next invention that is now possible through ACC, and asks, "What will you build next”?

The Numbers:
750 leads generated in 3 months.
400K Impressions.
30% increase in Akamai Connected Cloud landing page visits.

Various projects

INBOUND, HubSpots premiere flagship event, brings together 11,000+ business leaders and industry movers and shakers from all over the world for 3 days of collaborative learning, networking, and growth. 

My Role:
• Creative Direction
• Experience Design

Centered around the idea that human connection drives transformative growth, meaningful conversations, and actionable insights, INBOUND has become a cornerstone event in the industry and I’m thrilled to have led the team that delivered inspiring experiences and graphics, and shined a light on some of the brightest minds in marketing, sales, service, and operations.

From insightful expert-led sessions and inspiring speakers to thriving communities and unique activations, INBOUND 2023 had it all and more.

SPOTLIGHT SESSIONS
Oscar winners, sales pros, neuroscientists, marketing leaders, award-winning athletes, and more industry trailblazers took to the Main Stage to share inspiring and thought-provoking ideas. Key themes included customer-centric strategies, AI and digital transformation, leadership excellence, and the power of storytelling.

EXPERT-LED SESSIONS + ACTIONABLE TACTICS
This year’s breakout sessions featured a wide range of topics covering email marketing best practices, data-driven decision making, social media advertising, and effective video marketing strategies. These breakouts provided attendees with an opportunity to dive deeper into practice areas, learn actionable takeaways to implement immediately, and offered new skills and tactics to help with personal growth and development.

Wide range of inspiring speakers that span industries, interests and fields, including:

Reese Witherspoon: Actor, Producer, Founder - Hello Sunshine

Andrew Huberman: Neurobiology Professor & Host - Huberman Lab Podcast

Derek Jeter:Entrepreneur, Philanthropist and National Baseball HOF Inductee - Turn 2 Foundation

Steven Bartlett: Entrepreneur & Host of the UK’s #1 Podcast - “The Diary of a CEO”

Brand Identity Systems and Guidelines developed, codified and distributed under my leadership. My teams and I work closely with clients, strategists and stakeholders to successfully deliver identity systems that scale and establish a clear blueprint for successful brand communication, for a consistent brand voice and visual design.

Deloitte 1
Deloitte 2

El Pollo Loco

Akamai 1
Akamai 2
Akamai 3

Kyocera

I've articulated brand value propositions for Global CPG Brands such as, Levi’s & Google, Emeco & Coke, Nike, Nokia Health, Juicero, Naadam, Anthon Berg, Kaiser Permanente, Spotify.

I've delivered customer-centric narratives, copy, videos and campaigns that inspire action, build brand equity and drive measurable business results.

I love developing brand narratives, campaigns, guidelines, creative and product copy that resonate emotionally, and engage customers.

My Role, among other things:
• Creative Lead
• Brand & Product Messaging & Copywriting
• Video treatments, scripting, storyboarding & production
• Strategic & conceptual definition
• Creative team management
• Client relations and presentations
• Identified and worked closely with various stakeholders: creative and brand teams, vendors, agencies, product leads and engineers, production partners, executives, etc.

Writing Samples
Nike:
Articulating Nike's "Dream Crazier" campaign narrative.
Dream Crazier shines a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams.

Emeco & Coke
From Brand guidelines -

Tone of Voice
Minimalist, Honest, and Purpose-Driven

Emeco's voice reflects the brand’s deep commitment to sustainability, craftsmanship, and simplicity. Their tone conveys authenticity, speaking in a way that is direct, humble, and understated—aligned with their ethos of "less, but better."

Minimalist & Unembellished
The language is simple and avoids unnecessary flair, much like their designs. Each word serves a purpose, reflecting the pared-back, functional aesthetic of their furniture.

Honest & Transparent
The brand speaks with clarity and sincerity, often highlighting their use of recycled materials and commitment to responsible production. Emeco's tone avoids exaggeration, instead letting the quality and sustainability of their work speak for itself.

Sustainable & Mission-Driven
There is a clear emphasis on the environmental impact of their products, with language that conveys a sense of purpose rather than trendiness. The tone inspires trust, focusing on long-lasting design and environmental stewardship.

Respectful & Humble
The tone expresses respect for craft, materials, and users, never over-promising or coming across as boastful. The voice is quietly confident, reflecting a belief in the timeless nature of their products.

Spotify
Wrapped Campaign, CES Booth Experience & Thought Leadership

Akamai
Owned creative across all channels.
Accountable for all product copy, creative & website design here.

Nokia Health, aka, Withings:
Articulating Nokia's product acquisition.
Accountable for all product copy & creative here.

SITUATION
Kaiser Permanent, the nation's largest nonprofit healthcare service organization, was suffering from a multitude of problems: weak brand positioning, declining enrollment, negative attitudes, skeptical targets, and a widely dispersed workforce of 160,000 employees across 15 markets. In addition, its advertising and media looked and sounded just like every other health-care company, yet in reality, KP is unlike any other.

My team and I worked closely with KP across various functions to lead brand, campaign and digital media strategies, campaign concepts and creative execution, including updating an ailing website, digital assets and OOH.

My Role:
• Brand, Product & Campaign Messaging/Copy Writing
• Brand Strategy & Experience Design
• Campaign Design & Creative Execution

INSIGHT/SOLUTION
Category barriers included severe skepticism among consumers, advertising was undifferentiated and key constituents "stopped listening." A critical insight was uncovered through our research - health is associated with happiness, optimism and the balance of mind, body and spirit (the idea of promoting health and well-being, as well as treating illness.) With this in mind, and hoping to make a strong emotional connection with our audiences, we repositioned the KP brand through a campaign entitled "Thrive".

RESULTS
KAISER PERMANENTE IS NO LONGER JUST ANOTHER HEALTHCARE COMPANY. IT'S THE CHAMPION OF A POWERFUL CAUSE

The "Thrive" message has resonated with audiences across segments and across all markets and solidified Kaiser Permanent's position as the true personal-health advocate.

The innovative media approach was highly successful. Proprietary brand tracking research continues to show positive movement vs. benchmark against the attitudinal measures most important to KP, including increases in ALL regions for categories like excellent care proactive about healthcare, an innovator in healthcare, willing to select or renew with KP and overall opinion about KP. To date, the campaign has been responsible for adding more than 450,000 new members. Unaided awareness has risen 59%.

From a media buying standpoint, our tough-minded buyers lowered CPMs by 2-4% (with lower budgets) and improved added value by 251% within the first year.

This much lauded campaign:
• CHANGED THE FRAME OF REFERENCE FOR HEALTHCARE SERVICES. REINVENTING THE LANGUAGE OF "MANAGED CARE"

• CHAMPIONED A CAUSE STANDING FOR MORE THAN JUST CO-PAYS AND BENEFITS

• REDEFINED THE SYSTEM RATHER THAN HAVING TO "WORK THE SYSTEM"

Welcome to Facebook Beach (@Cannes)

Cannes Lions is a festival of creativity celebrating the best brand-building ad creative that marketers and the industry has to offer.

Creativity is the art, and marketers are the artists. Artists who tell compelling brand stories. Artists who are authentically themselves to be a resource for their peers.

As advertising and media have evolved with technology, consumers, and culture, so have the people who create ads.

My role: Brand experience and environmental design.
Huge props to Cody Stokes for his monumental 3D work.

Strategic Messaging:
Stories are your currency.
We empower you to tell stories with impact.
Our platforms and insights are the tools for your creativity.

Together, we can connect more than just communities.
Connected, we can reach more than just new audiences.
United, we create to change the world.

Facebook Beach was the dynamic backdrop for conversations to unfold, successes to be celebrated, and business partnerships to congeal.

My work with Four Points by Sheraton includes marketing campaigns, videos, hotel collateral, and digital and print materials.

I creatively directed the team that developed the visual concept for the “Travel Reinvented” campaign. Aimed at the modern, socially-connected guest who documents every moment of their journey, the campaign showcases what 24 hours at Four Points properties around the world feels like.

The snapshot nature of the campaign communicated well across print, digital and social channels.

I also creatively directed the pre-launch, launch, and post-launch digital marketing campaign for Four Points by Sheraton Dhaka.

San Francisco_Tahoe_NYC_

The Brief:
Nest doesn’t just reimagine unloved products in your home. For this campaign, we designed a brand experience that uniquely targeted our audience where they were and made the Nest experience memorable, remarkable (worthy of a remark) and shareable.

The Execution:
The Nest Express at Squaw Valley, a gondola we turned into a flying tiny house - complete with wood-patterned interior, custom Pendleton designed benches, framed art, a glowing Nest Learning Thermostat, Doorbell and Nest Protect: Smoke + Carbon Monoxide alarm.

Impressions and Reach
250K

Media Mentions
Featured in top-tier media outlets

Share of Voice
Double digit increase in share of voice within the industry

Conversion Metrics
Double digit increase in Nest website visits and unique visitors during and after the campaign.

How might we make the invisible visible?
The Nest Carbon Monoxide Cube raises awareness of the invisible and silent killer that can be found in one's home. The cube, which weighed 1600 lbs, was on display for three days and allowed people at Herald Square to learn how the Nest Protect smoke and carbon CO alarm can help people maintain a safe and healthy environment in their homes.

Nest Vending Machine Pop-up/Giveaway

My Role:
• Brand Strategy, Messaging, Positioning, Copy
• Creative Direction/Concepting
• Client Presentations
• Production Direction (Vendor, Team + Project Management)

Deliverables:
• Messaging/Copy
• Graphic Design
• Physical Activation/Experiential Branded Installation
• Photography
• Videography
• Speaker Trainings
• Press Event Production

New York & San Francisco_

The Brief:
Launch a revolutionary new collaboration tool and platform for an enterprise legend. How might we position the product/brand while celebrating the birth of an idea?

My Role:
• Creative Lead
• Creative Strategy
• Creative Concepting
• Video Treatments / Storyboarding
• Creative Direction
• Brand Strategy
• Launch Strategy
• Strategic Partnerships
• Client whisperer

The Deliverables:
• Messaging and Positioning
• Visual Identity Guidelines
• Brand Strategy Road Map
• Social/Digital content strategy and creation
• Teaser Video Series
• 2017 SXSW Pop-up
• Launch event
• Website Landing Page

San Francisco_

The Brief:
How might we bring content, company values and culture to life for 5,000+ Facebook global marketing team members?

My Role:
• Creative Direction/Lead
• Strategic and conceptual vision/definition
• Creative team management
• Client relations and presentations
• Identify and work closely with various stakeholders: client creative and brand teams, vendors, agencies, production, etc.

Deliverables:
• Refreshed brand photography
• Refreshed brand identity, messaging and positioning
• Event experience design
• Architecture, fabrication and installation
• Marketing collateral, graphic design, layout and print production

San Francisco_NYC_LA_

The Brief:
Transform a world renowned PR agency into an Integrated Creative Services powerhouse. How might we envision, implement and manage change?

My Role:
It took The OutCast Agency 2 years to find the right fit for their first-ever Creative Director. I'm proud and enthusiastic to have been their choice. In addition to my client-facing responsibilities with HBO, Facebook, Amazon, Airbnb, GE, Oculus, Lyft, Nest, and Patagonia (among others), I work with senior leaders to steward company culture and profitability.

The following have been top of mind:
• Change management
• Client empathy
• Growing my team (and making a business case for new hires)
• Defining and implementing new organizational processes + best practices
• Defining my team's vision
• Business development
• Leading company-wide trainings
• Driving thought-leadership through public speaking opportunities
• Building and launching a Podcast Series with Pivotal Labs
• Creating launch videos for Cisco Spark
• Building and launching the Juicero website
• Designing the “Open Air” Airbnb event

Deliverables:
• Refreshed agency website design (view here)
• Refreshed agency brand identity, social channels, communications strategy, and intranet.
• Graphic design for printed assets for thought leadership, round tables, manifestos, white papers, events, etc.
• Tripled size of my team
• Implemented agency trainings and intern program
• Grew Integrated Services offerings + profitability
• Assets for Leadership trainings
• Agency marketing collateral

Wrapped 2017/2018 OOH Campaign &
Consumer Electronics Show (CES)

My Role:
• Brand, Product & Campaign Messaging/Copy Writing
• Brand Strategy & Experience Design
• Campaign Design & Creative Execution

The Spotify experience:
2017 was a good year for Spotify - revenue grew by 40%. So it was the right moment to attract the attention of the world -telling stories through data- which is exactly what we helped them do.

Over the years, my team and I have worked with Spotify on various projects to bring the brand to life. For Wrapped, we conceived creative concepts, collaborated with Spotify leadership and the in-house creative team to identify and define narratives, write copy and design OOH creative.

On Christmas 2017, our campaign launched, highlighting resolutions for the coming year, finding inspiration in the habits of Spotify listeners.

The reason the campaign resonated so well with people was because we actually used their listening habits and told it back to them as stories, i.e, we took actual Spotify playlists and incorporated them into the OOH advertising.

The global campaign ran in 18 markets and featured over 70 artists. From the music that brought us together to the quirks that make us individuals, Spotify’s data provided a unique perspective on culture and music moments.

Elements of the campaign include out of home (OOH) marketing and digital, featuring artists including Ed Sheeran, Sam Smith, Big Shaq and Niall Horan, placed in unexpected locales in early December.

The Wrapped campaign was a huge success: Spotify saw a double digit rise in subscriptions, increased brand awareness, and showed that they truly care about user data and anonymity.

2018 OBIE Gold

My Role:
VP, Creative Services

Recruit, mentor and inspire a multi-disciplinary, distributed team of 30 – brand, creative, digital marketing experts, including creative/art directors, copywriters, graphic and sound designers, animators, photo/videographers, editors, social/digital strategists, vendors and agency partners

Established and refined operational, production and resourcing processes, optimizing Creative team’s time and skillsets

Shape team for continued growth; encourage curiosity, collaboration, empathy and innovation fueled risk taking; 100% talent retention

Effectively collaborated with cross-functional teams and company leadership to develop and delivered campaigns and integrated cross-channel creative content – delivered brand visual/voice identities, 20 events/activations, dozens of landing pages and 100’s of videos for Facebook, Google, Spotify, Amazon, Nokia, Cisco, Johnny Walker, Levi’s, Toyota, and Amazon

Led new business pitches resulting in $15,000,000 revenue

Worked with Lenny Kravitz and Jon Bon Jovi

Turned insights into creative strategies and brand narratives for the Spotify brand experience at CES

Secured 3 industry awards for brand marketing creative excellence

Established and refined Creative processes to scale and operationalize team efficiency and effectiveness

Superb written and verbal communication skills with the ability to build compelling narratives and frame creative ideas with powerful language and succinct detail, and taught others to do the same

Implemented tools and systems streamlining design operations, such as project management software, asset libraries, and version control systems

Fostered an environment of curiosity, craft, collaboration, and innovation-fueled risk-taking

Strong organizational skills with the ability to manage and prioritize multiple projects based on business-critical needs

Resilient and grounded when dealing with ambiguity and uncertainty as business needs evolve

San Francisco_

The Brief:
Create an experience that positions the brand as a premier tech company + serve as a recruitment tool for the engineering community. How might we design an immersive, edutaining experience and up-level the customer journey? 

My Role:
• Creative Direction/Concepting
• Content Strategy
• Client Whisperer
• Side by side collaboration with client marketing + event teams
• Space Planning + customer journey mapping
• Program Development
• Experience Design
• Environment Design

Deliverables:
• Graphic Identity + Design
• Digital, physical + social activations
• Engaging environment + program that brought the brand to life, fostering both networking + recruitment

San Francisco_

The Brief:
Activate SoFi's sponsorship of the Golden Gate Marathon and engage both existing and would-be customers. How might we support and inspire 7,500 runners' physical and financial journey? 

My Role:
• Creative Direction/Concepting
• Brand Strategy
• CMO Client Whisperer
• Side by side collaboration with client marketing, design + event teams
• Space Planning + attendee journey mapping
• Experience Design
• Environment Design
• Social/Digital blueprint (calendar and content)

Deliverables:
• Event Concept, "What's your next milestone?"
• Graphic Identity + Design
• Digital, physical + social activations - Interactive Poster Wall, Step and Repeat with Emojis, Lounge with Plinko Board and branded merchandise
• SoFi members were treated like VIPs with personalized welcome boxes and custom SoFi gradient running shoes!

Global_

The Brief:
Q: How might we create a tool to help Pivotal's C-suite communicate brand value and position the company as a thought leader without coming across as heavy handed marketing?
A: Create That Moment podcast

Now in it's second season, That Moment was recently nominated for a Shorty Award for best branded podcast. 

My Role:
• Creative Lead
• Strategic and conceptual definition
• Creative team management
• Client relations and presentations
• Identify and work closely with various stakeholders: client creative and brand teams, vendors, agencies, production, podcast talent, etc.

Deliverables:
• Brand identity, messaging and positioning
• Custom art and photography
• Social content (graphic design, layout, copy, and print production) for Twitter, Facebook and LinkedIn
• Partnerships with Apple, Soundcloud and Subcast for distribution

Results:
• Over 3.7 million impressions and 28 thousand engagements on social media
• Over 38 thousand downloads
• A 5-star rating on iTunes

Las Vegas_CES

The Brief:
How might we rebrand and launch a health product line and stand out from the crowd?

My Role, among other things:
• Creative Lead
• Brand & Product Messaging
• Video treatments, scripting, storyboarding & production
• Strategic and conceptual definition
• Creative team management
• Client relations and presentations
• Identify and work closely with various stakeholders: client creative and brand teams, vendors, agencies, production, etc.

Deliverables:
• Refreshed brand photography
• Three net new product videos
• Architecture and fabrication of booth at Consumer Electronic Show
• Refreshed brand identity, messaging and positioning
• Marketing collateral graphic design, layout, and print production
• Interactive technologies UI/UX

A unique mobility festival bringing together innovators from Silicon Valley.

My team at MKTG and I worked Toyota executives, marketers and engineers to design and execute the event soup to nuts - website and emails, to digital/social assets, physical event/experience design, branding and execution.

San Francisco_

The Brief:
Bring a Silicon Valley darling out of stealth and launch the world's first organic cold-press juicing system. How might we reinvent an entire product category?

My Role, among other things:
• Brand, Product & Campaign Messaging/Copy Writing
• Brand Strategy & Experience Design
• Campaign Design & Creative Execution
• Creative Concepting
• Video Treatments, Storyboards, Scripting & Production
• Visual and Video Creative Direction
• Brand Strategy
• Launch Strategy
• Strategic Partnerships
• Front End Web design
• Client whisperer

The Deliverables:
• Website (visit here)
• Product Photography
• Product Videos
• Website Copy/Design
• Pop-up shop

Worked with TikTok Creator Rudy Willingham to deliver Whimsical Stop-Motion Ads for Whole Foods.

Intentionally analog to stand out from everything else that looks so digital.

Comprised of six spots—two :30s and four :15s—the creative features paper cutouts of families swinging at a park, doing yoga and dancing to “Every Beat of My Heart,” by the Du-Ettes.

Stop-motion video and an ever-changing background of healthy greens, fruits, vegetables and fish at Whole Foods emphasizes the importance of fueling your body with healthy foods.

The process takes a long time. There were 500-600 cutouts. The printing and cutting took about two weeks. No digital effects. Good lighting is key.

The shoot took place over two nights inside a Whole Foods store. There’s a real sense of wellbeing in Whole Foods stores—there’s literally a bounce in people’s steps. We wanted to give the feeling that the ads were little music videos.

Silicon Valley_San Francisco_

The Brief:
Create an experience that communicates the Silicon Valley Mindset to Citi bank's top 40 Executives, including the CEO. How might we make innovation and disruption more than just buzz words?

My Role:
• Creative Direction/Concepting
• Content/Program Strategy
• Client Whisperer
• Brand Development
• Side by side collaboration with client executive teams
• Program Development
• Experience Design
• Customer Journey Mapping
• Environment Design
• Space planning + customer journey mapping

Deliverables:
• Brand Identity System
• 120 page compendium workbook
• Data Interpretation/Visualization
• Inspiration Video
• Interactive Installations
• Poster + Invitation Design
• Three day Workshop, including intimate conversations with Beth Comstock (GE), Marc Benioff (Salesforce) + Aaron Levie (Box)

Social/Digital Campaign_

The Brief
We proactively presented this idea to clients, HBO and Spotify:
Design a digital experience that translates a person's musical tastes into a Game of Thrones character.

My Role
Work with Spotify, HBO and agency partner, LayerFrame, to flesh out concept, design and execution of the microsite.

Deliverable
Spotify with HBO Game of Thrones microsite.

Social/Digital Campaigns_

The Brief:
Create a social/digital campaigns that educate and engage people with their taxes. How might we remake our relationship to money and filing taxes?

My Role:
• Creative Direction/Concepting
• Content Strategy
• Video Direction

Deliverables:
• Edutaining origami-themed videos
• On-going social/digital campaigns

Social/Digital Campaign_

The Brief:
Create a campaign to communicate the fact the GE is no longer producing CFL light bulbs. How might we make this historic event personal, emotional, and relatable?

My Role:
• Creative Concepting
• Creative & Art Direction
• Copy Editing

Deliverable:
• Social/digital campaign
• "Break-up" letter
• Animations
• Graphic assets

Social/Digital Campaign_

The Brief:
Create a social/digital asset that engages people around Valentine's Day while demonstrating Facebook Messenger's capabilities. How might we create an edutaining asset that is simultaneously playful and on-brand?

My Role:
• Creative Direction/Concepting
• Content Strategy

Deliverables: 
• On-going social/digital assets

Las Vegas_

The Brief:
Create a branded experience for 20,000+ attendees for Cisco's 2014 Global Sales Experience. How might we reimagine networking, interactivity, product marketing and service experience design?

My Role:
• Strategic Concept Development
• Narrative Development
• Creative Direction
• Customer Journey Mapping; identify holistic pre, during and post event engagement opportunities
• Team, Vendor, Stakeholder, Client and Budget Management
• Space Planning, Environment Design, Experience Architect
• Event Website (front end design)

Deliverables:
• Social/Digital/Email marketing assets
• Event Website
• Branded take-over of the MGM Grand and the Mandalay Bay resorts
• Visual Identity System
• Keynote presentation creative
• Digital and Physical Activations
    - Interactive Pong Networking Game
    - Microsite and Event App Design
    - 200,000 square foot exhibit hall design
• Event photography and videography
• Jon Bon Jovi Concert production

London_

The Brief:
How might we inspire 1,000,000 people to change their buying habits?

My Role:
• Creative Strategy/Concepting
• Interactive Technology Direction
• Graphic Design + Build
• Client Presentations
• Vendor, Partner, Team + Project Management

Deliverables:
• Interactive Window Display
• Graphic Interface
• Chocolate head contest
• Fairtrade guidebook

Global_

Background
The EarthDance Short-Attention-Span Environmental Film Collection was the largest touring festival of environmental short films in the world. 

Complete with hand-drawn and CG animations, documentaries, action-adventures and comedies, EarthDance was both a serious and light-hearted exploration of nature, culture, environmental media and design. 

For 10 seasons, EarthDance brought it's curated collection of passionate and provocative stories to communities around the globe. Who ever said you had to sacrifice entertainment for ecology?

My Role
• Founding Director
• Daily Operations
• Biz Dev

Impact
• Raised and donated over $250,000 to environmental causes
• Screened in 10 countries
• Viewed by over 60,000 eyeballs

San Francisco_

The Brief:
Tell a new product story in the context of the San Francisco Women's Marathon and the Green Biz Innovation Forum. How might we visualize a closed-loop manufacturing process and stop people in their tracks? 

My Role:
• Creative Direction/Concepting
• Design and Technical Direction
• Client Presentations
• Vendor, Partner, Team, Budget + Project Management

Deliverables:
• Branded Urban Intervention
• A living sculpture standing 30-feet tall, constructed of hundreds of California native plants, recycled plastic bottles, colorful thread, graphic displays, and Nikeʼs 100% recycled polyester high-performance gear
• Once disassembled, native plants were donated to an ecological restoration project in San Francisco

My foundational career experience as a curator, exhibit designer and artist has informed my approach and success as a corporate executive creative director for the world's most icon brands.

I'm grateful to have worked with some of the greatest museums, cultural institutions, curators and artists in the world. From the California Academy of Sciences to the Oakland Museum, Robert Bateman and the Natural World Museum, UC Berkeley, Burning Man, Epic Arts, United Nations World Environment Exhibition, and EarthDance Films.

I spent 10 years working with experts in art, culture, history and science. My mission was to deliver stories that were engaging experiences by designing, curating, producing and installing world-class art and science exhibits. I loved being around the collections, developing curatorial briefs, working with artists, other curators and technicians to bring engaging, concept-driven experiences to life. Combining site specific considerations with visuals, sound, lighting, architecture, interactivity, and multi-media elements to tell stories in three-dimensions and bring a little joy to the world.

Day in and day out, I lived and breathed more than 90,000 works–paintings, sculpture, prints, drawings, furniture, decorative arts, costume, textiles, machinery, traditional and digital time-based media of astonishing scope and diversity–two million artifacts and photographs and over 250,000 natural specimens, images, and sound recordings.

Black Rock City_

The Brief:
Founders of Airbnb and Zynga wanted an inspiring, modular, sustainable environment for living and entertaining at Burningman for 150+ people. How might we reimagine community, sanctuary and festival accommodations for a crew of fun-loving billionaires?

My Role:
Aesthetically inspired by the legendary Silk Road and architecturally informed by a Tibetan Mandala, the design/build of the Caravancicle Camp was a monumental team effort. 

• Creative Direction/Concepting
• Space planning
• Interior Design/Architecture/Fabrication
• Client Presentations/Relations
• Vendor, Team + Project Management (Thanks to LMNOP Design for their amazing contributions)

Deliverables:
• One-of-a-Kind glamping experience recognized by Interior Design magazine
• Custom interior design, fabric dome installation + lighting
• Custom circular bar with crows nest for the DJ
• Custom, modular housing/architecture
• Custom CNC-milled gates
• Organic menu, including artisanal spice-trade popsicles
• Secret fun stuff

Over the years I've had the pleasure of developing, presenting and facilitating hundreds of classes, lectures and workshops. From Amsterdam to Stockholm, Boston to Berkeley, I love sharing ideas and inspiring conversation. 

One talk that has been particularly popular is:
The UI of Nature: What a Cactus can teach an ipad

As humans strive to design ever more sophisticated interfaces and experiences, it’s clear we need new models –and new languages– to guide the way. Looking across disciplines for inspiration, we find that biological systems have been perfecting interfaces for eons. Where animals and plants are the users, and ecological systems are the screens upon which interactions, relationships and experiences play out, evolution has produced ingenious design solutions to seriously complex UI/ UX problems. Over millions of years, the natural selection of interactions has resulted in a wealth of elegant processes (bees pollinating plants, for example) that mold individual behavior for long-term fitness.

All of this leaves us wondering:
Is there a universal language that nature uses to communicate with it- self? The answer appears to be yes, and the language appears to be UI.

So, is there something hidden in nature’s language of interfaces that might reveal a system for designing the next generation of interactions between people and things?

What might studying these ecological interactions, and associated inter- faces, teach us about our views on UI/UX?

What tricks does the natural world employ to signal, filter noise, prevent errors, and make system status visible?

In constantly evolving ecological systems, how do nature’s interfaces adapt to meet the needs of it’s users? 

Royal Institute for the Arts, Sweden_

Brief:
Lead a hands-on, 3 day workshop on the topic of:
Best Practices in Experiential Design

My Role:
- Design workshop, Lead presentation and Facilitate workshop

Incredible group of Swedish students from the Royal Institute of the Arts. Very impressive what they were able to accomplish in 3 short days.

Global_

The Brief:
How might we explore the relationship between people and planet in a thoughtful, beautiful and inspiring way?

My Role:
Two of my greatest passions are ecology and design. It has been my sincere privilege to travel the globe and explore the nexus of these disciplines through sculpture, design and photography.

Deliverables:
• Site-specific sculptures made from natural materials
• Photography
• "Journeys" book design
• Posters and Greeting cards
 

San Francisco_

The Brief:
How might we design/build an iconic moniker that speaks to the origins of a legendary interaction design agency while facilitating team building?

My Role:
I believe that team building and enhancing physical office environments go hand in hand. Working with principals and staff from Cooper, my team facilitated a brainstorm which resulted in numerous ideas for office enhancement projects that would, in their realization, also inspire employee collaboration, communication and creativity.
- Creative Direction/Concepting
- Vendor, Partner, Team, Project and Budget Management

Deliverables:
- Branded signage for office lobby made of 18,000 computer keyboard keys
- Interactive, User Generated “In The Future” chalkboard wall
- Vertical magnetic chess board
- San Francisco’s tiniest art gallery

San Francisco_

The Brief:
How might we create a visual language that clearly communicates the spirit and value proposition of an Enterprise IoT brand?
Our client wanted us to reimagine a user flow that aligned with the their conversion funnel and reimagine their website from top to bottom.

My Role:
• Creative Direction
• UI/UX Design
• Client Relations
• Team, Project and Budget Management

Deliverables:
• Visual Language System including Branded Iconography
• Logo and Identity
• Wireframes
• Responsive Website Design (visit the site)
• White paper templates
• Printed materials

Washington, DC_

The Brief:
Design, build and maintain a website for the US Defense Advanced Research Projects Agency (DARPA) Cyber Grand Challenge - the world’s first all-machine hacking tournament. How might we communicate the history, excitement and dynamic community surrounding this first-of-its-kind global event?

My Role:
• Creative Direction/Concepting
• UI/UX Design
• Team, vendor, client and budget management
• Copy editing

Deliverables:
• Wireframes
• Responsive Website Design
• Graphic Identity System
• Copy
• Motion Graphics
• Custom Iconographic System

San Francisco_

The Brief:
Design and build a website for a billion dollar research company. How might we communicate complexity, beautifully and intimately?

My Role:
• Creative Direction/Concepting
• Strategic Mapping
• Data Interpretation/Visualization
• UI/UX Design
• Team, vendor, client and budget management
• Copy editing

Deliverables:
• Wireframes
• Responsive Website Design (Visit Site)
• Graphic Identity System
• Copy Editing
• Motion Graphics
• Custom Iconographic System

San Francisco_

The Brief:
Transform the interior architecture of Verbena restaurant and align the design aesthetic with a rebranding effort. How might we aesthetically embody the ReVerb concept? 

My Role:
• Creative Direction/Concepting
• Design (with LMNOP Design)
• Prototyping

Deliverable:
Fabrication executed by LMNOP Design
• The wooden “wave” spanning three walls is based on the movement of a sound wave reverberating through space, and integrates an LED lighting array into the wave's arc.

San Francisco_

The Brief:
Our client’s wanted to create a workshop environment/experience that embodied the spirit of remaking their identity. After a phase of in-depth research and reflection, we designed, built and orchestrated the experience of a “Pop-Up Visioning Extravaganza” which transformed over 10,000 square feet of space into an agile workshop and presentation environment. Among some of the spatial and workshop elements were 12 Raiders of the Lost Ark-style tool kits; a dry-ice “hint locker”; an alternative communication system that utilized clothes lines and climbing bags; and an installation of over 3,000 “idea bubbles” (aka: balloons). How might we envision greatness and long-term growth? 

My Role:
• User research and insight synthesis
• Creative Direction/Concepting
• Design and Technical Direction
• Workshop Facilitation

Deliverables:
• Strategic insights, messaging and positioning
• Environmental Design and Space Planning
• Physical Installations and "Instagramable" moments