2025
CREATIVE DIRECTOR
amazon
Design / Art Direction / Production / Performance Ads / Social
The lovely folks over at ButterCo approached me to help out on this gigantic performance Amazon project for their second annual booksale (they sell books, crazy right)?
The challenge was to take what we learned from the wildly successful booksale from the year prior and reinvent the wheel. How do we implement the new style guide and capture the same success?
In total, the project was 5-in-1, over 11,000 unique assets across their various global markets (Europe & LATAM).
We primarily utilized Figma, Photoshop, Illustrator and some light After Effects. Even created a complete toolkit in Figma for the various partners.
PURESOURCE
Brand ID / Social / Design / Marketing / Website
I was approached to help overhaul “everything but the can” at this CPG startup. The big challenge was working within the preexisting brand constraints. Heavy performance forward strategy in the pre-seed startup phase.
I worked to create brand guidelines, influencer guidelines, build a shopify website, swag & all of their social pages. This was in addition to a full-blown go-to-market strategy. A lot of work in a short amount of time but I got to flex some new skills. Definitely a fun challenge as I also had to navigate the CBD market regulations (Meta and Google).
I primarily utilized Photoshop, Illustrator, Figma, Shopify Canva, video production & photo production.
2024
CREATIVE DIRECTOR
Did all of their socials.
As well as some fun packaging exploration as well.
WALMART+
Brand ID / Performance / Social / Design / Art Direction / Copy
While at Deutsch, I was tasked to build performance marketing capabilities as a client offering. Our primary client was Walmart+ - a membership-based program launched in late 2020 that offered a multitude of in-store and online benefits. This was Walmart's much overdue solution to competing with Amazon prime.
As the team went through a formal rebranding branding exercise, we needed to make sure that it extended through the marketing funnel - prioritizing simple bento box / interchangeable visuals and a clean visual ID. In addition to this, my team proactively created a formats & territories content roadmap to handle the heavy performance ad needs. Each campaign consisted of roughly 350+ individual assets as well as ongoing optimizations of top performers.
We primarily utilized After Effects, Photoshop, Illustrator, Figma, and XD.
2023
CREATIVE DIRECTOR
TALABAT
Brand ID / Social / Design / 360° Marketing / Strategy
While at Delivery Hero, the world’s leading quick commerce/e-commerce food brand, I was lucky enough to work across their various subbrands. Talabat - primarily operating in the MENA [Middle East / North Africa] market - was among the most exciting brands, really allowing us to experiment.
Based in Berlin, Germany I led a team of designers, motion, art, copy, strategy, & production teams to create localized 360° marketing programs and campaigns.
Food transcends culture.
One of the exciting programs, aside from some brand toolkits was a brand ID overhaul.
We primarily utilized After Effects, Photoshop, Illustrator, Figma, & Synesthesio, among many others.
2022
SR. CREATIVE DIRECTOR
EVERYDAY ROASTERy
Brand ID / Social / Design / 360° Marketing / Strategy / Experiential
While at Delivery Hero, a global quick commerce/e-commerce food brand, we were often working with “dark stores” - brands that operated without actual storefronts.
The idea was simple - why don’t we create an easily deployable coffee brand, complete with assets, toolkits, & a disruptive brand ID?
With that Everyday Roastery was born.
We primarily utilized After Effects, Photoshop, Illustrator, Figma, & Synesthesio, among many others.
↳ Visit website
2022
SR. CREATIVE DIRECTOR
Yemeksepeti
Brand ID / Social / Design / 360° Marketing / Strategy
While also at Delivery Hero, we got to take their Turkish brand - Yemeksepeti - through a fun brand overhaul.
We primarily utilized After Effects, Photoshop, Illustrator, Figma, & Synesthesio, among many others.
2021
SR. CREATIVE DIRECTOR
Foodpanda
Brand ID / Social / Design / 360° Marketing / Strategy
If you’ve ever traveled around APAC (Asia / Pacific) - you’ve might of seen these guys scootering around in their bright pink jackets. Foodpanda is a playful brand that really encouraged us to stretch our creative legs.
Very heavy strategy on this brand as each market was so distinct, culturally.
We primarily utilized After Effects, Photoshop, Illustrator, Figma, & Synesthesio, among many others.
2021
SR. CREATIVE DIRECTOR
Beyond Meat
Art Direction / Social / Marketing / Packaging / Animation
Beyond Meat was my first time working client side. In 2018 I was engaged to be their in-house creative director / creative producer. I was tasked with rebranding, developing their socials, and creating in-house creative capabilities as they were looking to go from start-up to publicly traded. It was an exciting time to join the company.
Beyond Meat prioritized a social-forward, organic growth marketing strategy. I managed to grow their social following on META from <140k to >1m & 0 to >200k on Tiktok.
I was responsible for shooting, editing, designing, animating, producing, copywriting, everything. At the end of 2019 I managed to grow the in-house team to 5 with a few external creative partners.
2020
Creative Director + Producer
Beyond x KFC
Art Direction / Social / Marketing / Packaging / Experiential
At Beyond Meat we partnered with KFC to do an exclusive launch ahead of the national roll-out. The idea - what if we took over a KFC in the heart of the south where they know their chicken?
Super fun, minimal footprint - a stunt in its purest form. Even got a South Park roast. We teased the release weeks ahead, reached out to local influncers, and generated organic buzz.
We primarily utilized After Effects, Photoshop, Production, 3D.
2019
Creative Director + Producer
It started with an organic social teaser. 200k+ views, thousands of reposts and comments
Michelob x PGA
Social / Design / Art Direction / Production / Experiential
While at RED Interactive, we were given the then auspicious task of creating “ultra viral” Twitter content.
Telling a story in six seconds isn’t easy, but that’s exactly what Michelob ULTRA asked us to do for their PGA mid-roll campaign on Twitter. We leaned into match cuts, high-energy transitions, and visual effects to craft 13 pieces that felt complete, clear, and quick.
We also deployed an experiential component for this campaign by creating the first golf caddy keg. Limited lift - incredible impressions.
We primarily utilized After Effects, Premiere, and some good old-fashioned blood, sweat, and tears.
2018
Creative Producer + ART
STRANGER THINGS
Social / Design / Marketing / Copy / Art Direction
While at RED Interactive, we partnered with Netflix on a few of their original series to develop and execute mostly performance, social, and experiential creative.
What started off as a proof of concept for a performance campaign for Stranger Things 2, quickly shifted and ended up informing the entirety of the full marketing funnel brand campaign leading to experiential Netflix mainpage activations, billboards, OOH, TVCs, etc.
Super simple insight: what if we pulled the viewer into the upside down?
We primarily utilized After Effects, Photoshop, & Illustrator.
2018
Creative DIRECTOR + PRODUCER
OZARK
Social / Design / Marketing / Copy / Art Direction
While also at RED Interactive, we has the auspicious task to develop social content for their upcoming show, Ozark.
The brief: how do we bring the viewer into the world of Ozark?
The solution: taking themes from the show, what if we were to teach people how to money launder (and commit various other crimes) as well as create a dark toursim video that increasingly becomes more unhinged?
We primarily utilized After Effects, Photoshop, & Illustrator.
2018
Creative DIRECTOR + PRODUCER
AMC
Social / Creative Production / Experiential / Strategy
While at RED - I was brought in to help reinvigorate a fatigued fan base and reimagine how we connected with them.
As the series prepared to take some of the boldest narrative leaps in its history, our task was to move beyond traditional TV marketing. Instead of thinking seasonally, we built an always-on cultural universe that extended well beyond the 44-minute weekly broadcast.
Fandom isn’t a switch—it’s a lifestyle.
We leaned into fan culture, embraced community-first storytelling, and positioned AMC not just as a broadcaster, but as the biggest TWD fan in the room.
Our toolkit spanned everything from experiential activations and content series to community management and social-first creative. The work turned passive viewers into active participants in the world of TWD.
I primarily used Adobe Creative Suite and lots of fun produciton tricks.
2017
Creative DIRECTOR
ESPN
Production / Animation / Art Direction / Editing / Experiential
Again while at RED Interactive, we created content for ESPN’s Billboard for the Playoff. We turned fandom into a full-contact sport, challenging four fans to literally live on a billboard for 282 hours straight. The entire thing was broadcast live, capturing every triumph, meltdown, and unexpected moment along the way.
The stunt caught fire, racking up coverage from 500+ media outlets, including The Washington Post, The New York Times, CNN, and Good Morning America.
From concepting and billboard design to experiential activation, influencer strategy, and 24/7 live production, we built a campaign that didn’t just make headlines—it made history.
I primarily utilized After Effects, Photoshop, and Premiere as well some C4D and physical production.
2018
Creative PRODUCER
UBISOFT
Social / Design / Marketing / Copy / Art Direction
While at RED Interactive, we partnered with Ubisoft on their much-awaited franchise release of Assassin’s Creed: Origins. This came following the wild success of their previous title - so expectations were high.
We were tasked with creating social buzz ahead of the game release. The challenges we had to solve were how do we tease content without giving away any of the plot (no spoilers) - and how do we educate our audience on some of the historical figures in the game?
The solution: create archetypes of the characters & demonstrate the grandeur & epicness of ancient Egypt.
We primarily utilized After Effects, Photoshop, & Illustrator (as well as in-game capture).
2018
Creative DIRECTOR + ART
UNDER ARMOUR
Production / Social / Art Direction / Editing / Stop Motion
While at RED Interactive, Under Armour was looking to create some thumbstopping content for some dynamic performance ads and across their socials. Having worked with Shadow Machine previously, we quickly created this fun content, just in time for the holidays.
We primarily utilized After Effects & Photoshop.
2017
Creative PRODUCER
Under ARMOUR / Steph Curry
Production / Social / Editing / Experiential
Also at RED Interactive, we were tasked with creating the ultimate hype-beast, shoe drop for Steph Curry’s new signature sneaker.
We reimagined the shoe release with a disruptive delivery method that mimicked Steph’s playing style and his ability to launch from anywhere at any moment by unleashing the world’s first sneaker drop via drones.
During the activation we engaged fans from over 150 countries and garnered over 16,000,000 social media impressions and more than 119,000,000 media impressions.
I supported from production & art direction.
2017
Creative PRODUCER
LEGO
Production / Animation / Art Direction / Editing
While at RED Interactive, I got to live out every boy's dream: work on Lego.
The brief was simple: encourage kids to build a better Easter basket with Lego.
This was a bit experimental as they have not previously capitalized on holidays like Easter, however utilizing social and digital trends and my previous success at Tasty - we did a top-down campaign of build customized Easter baskets to encourage parents and drive purchase.
This ran in-store display, retail partners, OOH, and across social / digital.
I primarily utilized After Effects, Premiere, & Photoshop.
2017
Creative PRODUCER
E! News x Snapchat
Direction / Social / Design / Production / Strategy / Copywriting
In 2016, NBCUniversal invested in Snapchat with the goal to create the first to platform, serialized, "show". I was brought in to help dictate what that looked like. Given Snapchat's demographic and NBCUniversal's IP - we identified piloting the program with E! News, utilizing the news format and adapting it.
The other big hurdle: how does one create content in :06 second spurts that not only speaks to the attention span of the audience, but does so in an authentic and engaging way?
Our solution: memes, irreverent humor, and .gifs. It was 2016 after all.
Ran for 8 years and over 1000 episodes.
Over several months of show development, we ended up with E! News: The Rundown, hosted by Erin Lim. The audience grew 19m viewers per month, becoming a fan favorite immediately.
2016
Creative DIRECTOR
tasty
Brand ID / Social / Design / Strategy / Production / Copywriting
As our co-branded department grew at BuzzFeed, an influx of CPG / Food & Bev clients started to make partner inquiries. Towards the end of 2015, the NY editorial team was exploring top-down, "hands and pans", recipe videos to nominial success. Identifying opportunity, I led the charge to develop the Tasty program into its own funnel, utilizing revenue earned from co-branded programs to build out the entire discipline. A/B testing: editorial > branded.
This proved to be a massive success leading to Tasty developing in all our global markets and account for +70% of BuzzFeed's revenue streams (*as of 2019)
I created dozens of these. Shot, edited, art directed, recipe developed, everything.
Primarily utilized Premiere & Photoshop.
2015
Creative DIRECTOR
BUZZFEED
Social / Design / Strategy / Production / Copywriting / Performance
BuzzFeed enlisted me to help build out their co-branded department at the start of 2015. Building off of their success and virality, I was tasked to develop short & long form content to capitalize on their growing viewership. The challenge: how do we create content that doesn't feel like an ad while engaging with our core demographic in an authentic way?
The solution: utilizing what learnings we could gather from their robust editorial pipeline, we developed an a/b testing modality that we'd pull through the funnel and pitch to prospective clients. This system - coupled with meta and youtube autoplay / suggested video algorithms resulted in this content garnering millions of organic impressions, shares, and likes.
During my tenure, I developed, pitched and executed 41 co-branded programs - a few of which landed me in the 1% club.
I used Adobe Creative Suite and production.
2015
Creative DIRECTOR
BUZZFEED
Copywriting / Production
I joined the SoCal Honda time at an exciting time.
They were looking for a campaign refresh; something that would set them apart from other work in the automotive field. The insight came out of the KCCO / Chive "Random Acts of Kindness" campaign. What if we were to remove the stigma surrounding the care buying experience? What if Honda was just helpful? No strings attached?
Also created were OOH, bus wraps, in-store, radio spots, billboards, etc. The unique aspect of this campaign were the street teams. We'd do "random acts of helpfulness" - handing out waters at baseball games, taking over gas pumps and paying for peoples gas, creating micro acts of kindness reaffirming that "it's our job to be helpful" and driving consumer loyatly to the brand.
2013
COPYWRITER
JACK IN THE BOX
Copywriting / Production
I was afforded the awesome opportunity to work on Jack in the Box, from the guy that created the campaign.
Freshly graduated from the Bookshop for Ads, this was a incredible experience - under the tutelage of one of the last remaining Ad Men. At the time, no joke was too edgy, nor concept too big. Here is a selection of commercial content I was honored to be a part of.
Also created were OOH, bus wraps, in-store, radio spots, billboards, etc.