When fans gather, the broadcast becomes belonging.

Why:

For the Olympic Games, broadcast alone was no longer enough to capture how Canadians wanted to experience sport. CBC sought to transform viewership into engagement, bringing the energy of the Games into physical space and creating a destination as dynamic as the competition itself.

What:

CBC Olympic House served as a live, immersive fan environment designed to amplify the emotional journey of the Games. Using broadcast feeds, spatial storytelling, interactive moments, and communal zones, the space was a living narrative of competition, connection, and national pride. Fans could watch live events, participate in activations, and engage with Canada’s Olympic story — all under one roof.

My Role: Executive Creative Director

Developed the vision and experience blueprint, led creative strategy, and collaborated on cross-functional production workflows with broadcast, design, and partnership teams. Directed spatial storytelling and audience journey mapping.

Impact

Transformed Olympic broadcasting into a shared cultural experience.

Increased engagement across audiences by blending live sport with interactive design.

Positioned CBC as a hub for fan community during a global event, deepening brand loyalty and cultural presence.

When culture leads, luxury listens.

Why:

Mercedes-Benz set out to deepen relevance with multicultural audiences by moving beyond traditional automotive storytelling. The brand wanted to create meaningful connection while honoring the creative leaders shaping culture today.

Rather than marketing to audiences, Mercedes-Benz sought to build something with them, celebrating creativity as a driving force behind progress.

What:

The Table became a brand-led culinary and cultural experience series designed to spotlight multicultural creators across food, music, art, film, fashion, and technology.

Guests were invited to take their seat at an immersive table where curated dinners, live performances, and creator conversations unfolded in real time. Each experience paired established and emerging voices, fostering dialogue around creativity, innovation, and cultural impact, while reinforcing Mercedes-Benz’s legacy of forward-thinking design.

Beyond the event itself, The Table extended its impact through CSR givebacks, empowering the next generation of creators and reinforcing Mercedes-Benz’s commitment to inclusivity and creative advancement.

My Role: Executive Creative Director

Led concept development and experience strategy from insight through execution. Directed the creative vision, spatial storytelling, and audience journey while collaborating with brand, partnerships, production, and creator teams to bring the series to life.

Impact

Created a culturally resonant platform that positioned Mercedes-Benz as an ally to creative communities.

Strengthened emotional connection with multicultural audiences through immersive storytelling and creator-led experiences.

Expanded the brand’s relevance beyond automotive into culture, creativity, and community, reinforcing Mercedes-Benz as a modern luxury brand rooted in innovation and inclusion.

When skincare guidance becomes accessible, confidence becomes personal.

Why:

As skincare conversations continued to grow across social media, consumers were overwhelmed by misinformation, trend-driven routines, and inaccessible expertise. Cetaphil saw an opportunity to bring trusted dermatological guidance directly to consumers through an approachable, science-led experience rooted in care, credibility, and education.

What:

Cetaphil Derm On Tour transformed skincare education into an immersive, consumer-first experience designed to make expert advice feel personal, accessible, and culturally relevant.

The pop-up environment combined live dermatologist consultations, personalized skincare discovery, product trial, and content-driven engagement within a calming, elevated space inspired by modern wellness culture. Guests could explore Cetaphil’s science-backed formulations through interactive touchpoints, receive tailored recommendations from skincare professionals, and participate in social-first moments designed to extend the experience beyond the physical footprint.

More than a sampling event, Derm On Tour positioned Cetaphil as a trusted partner in consumers’ everyday skincare journeys — bridging clinical credibility with emotional connection.

My Role: Executive Creative Director

Led the strategic and creative development of the experience, shaping the core insight, consumer journey, and experiential framework from concept through execution.

Directed creative storytelling, spatial narrative, and brand integration while collaborating cross-functionally with production, medical, influencer, and client teams to ensure the experience balanced educational integrity with cultural relevance and shareability.

Impact

Transformed skincare education into an approachable and immersive brand experience.

Strengthened Cetaphil’s position as a trusted, science-backed skincare authority through real-time consumer engagement.

Created meaningful moments of consultation, trial, and discovery that deepened emotional connection and encouraged product consideration.

When you feel at home, anywhere becomes magic.

Why:

During the holiday season, UK families are experienced travelers, but booking a hotel stay often comes with one major concern: missing out on the rituals and comforts children associate with being home.

Hilton saw an opportunity to remove that emotional barrier by reimagining what a holiday stay could feel like, transforming hotels into warm, festive destinations that preserved the traditions families cherish most.

What:

Ho Ho Home for the Holidays was an immersive, omni-channel campaign that brought the magic of home directly into Hilton properties across the UK.

Five hotels were transformed with elegant fireplace installations where families could gather for familiar rituals, from caroling with local performers and UK talent to cozy story time and complimentary festive treats curated by Santa’s Head Elf, Buddy. Guests were invited to capture “Elfies” for a chance to win one million Hilton Honors points before exploring Santa’s Hilton Hotel Room.

At the heart of the experience was Santa’s Ho Ho Home, a fully immersive room designed as Santa’s seasonal sanctuary. Families and influencers helped Santa prepare for Christmas Eve through a treasure-hunt-inspired coloring book experience, guided by Buddy. Custom holiday crackers were gifted to every participant, extending the magic beyond the stay.

My Role: Executive Creative Director

Led the creative concept, experiential strategy, and narrative development across physical installations. Directed spatial storytelling and guest journey mapping while collaborating closely with brand, production, talent, and hospitality partners.

Impact

Repositioned Hilton hotels as emotional holiday destinations, not just places to stay.

Reduced booking hesitation by recreating cherished family rituals within the hotel environment.

Drove meaningful guest engagement through immersive experiences, social sharing, and loyalty incentives, strengthening Hilton’s seasonal relevance and deepening brand affinity with traveling families.

When local ideas are realized, communities thrive.

Why:

Lowe’s sought to deepen its connection to local communities by celebrating the spaces and experiences that bring neighbors together.

What:

Lowe’s Hometown Bucket List invited communities nationwide to nominate meaningful local projects and experiences worth bringing to life.

Selected hometown dreams were realized through community builds and shared activations that transformed everyday spaces into moments of connection and celebration. The program paired physical transformation with storytelling, positioning Lowe’s as a partner in helping communities imagine and create what’s possible together.

My Role: Executive Creative Director

Developed the creative vision and experiential framework for the program, leading strategy, storytelling, and executional alignment across brand, production, and community partners. Directed narrative development and experience design to ensure each activation authentically reflected local voices while reinforcing Lowe’s national brand purpose.

Impact

Strengthened Lowe’s perception as a community first brand rooted in action.

Drove meaningful engagement by inviting communities to actively shape shared spaces.

Demonstrated how home improvement can create lasting collective impact beyond the home.

In a world of more, skincare is moving toward less.

Why:

Revance needed to bring three distinct brands—PanOxyl, Blue Lizard, and StriVectin—together into a single, cohesive experience at Ulta FLC without losing their individual identities.

At the same time, the cultural shift toward “skinimalism” and wellness-driven routines created an opportunity to move beyond product education and into something more emotional, sensory, and human.

What:

The Skintuary was a wellness-inspired, immersive environment that transformed the trade show floor into a calming, spa-like retreat—inviting guests to slow down, reset, and reconnect with their skin.

Rooted in a 360° approach to skin health, each brand was expressed through its own dedicated experience zone—from prevention to protection to restoration—while unified under a single narrative of confidence and care.

Guests moved through tactile product discovery moments, affirmation-driven content capture, and sensory touchpoints including ambient soundscapes, soft lighting, and wellness elixirs, turning a traditional booth into a restorative, shareable destination.

My Role: Executive Creative Director

Led the concept from insight to execution, developing the strategic foundation, creative platform, and spatial experience design.

Oversaw narrative development, brand integration, and cross-functional collaboration with design and production teams to ensure a seamless balance between distinct brand storytelling and a unified consumer journey.

Impact

Elevated Revance from a product-led presence to a lifestyle-driven, emotionally resonant brand experience.

Demonstrated how trade environments can shift from transactional to immersive, driving deeper engagement and memorability.

Created a differentiated show floor destination that aligned with modern skincare culture, positioning Revance brands as essential to confidence, not just routine.

When rhythm moves culture, people follow.

Why:

Bacardi set out to liberate music lovers and inspire them to #DoWhatMovesYou, reconnecting the brand to its Latin Caribbean roots while showing up authentically in music culture.

Rather than simply sponsoring festivals, Bacardi wanted to create a platform bringing its heritage to life in ways that felt immersive, social, and emotionally charged.

What:

Sound of Rum became a touring music platform designed to amplify the spirit of the Latin Caribbean islands across major summer music moments.

The program launched in Chicago on the Summer Solstice with Sound of Rum Sessions featuring Major Lazer, setting the tone for a season-long series of activations. From there, Bacardi took Sound of Rum on the road, installing dedicated stages and Bacardi Bay environments at key music festivals, transforming traditional sponsorship into full-scale cultural experiences.

The result was a traveling expression of Bacardi’s DNA, vibrant, rhythmic, and built for movement.

My Role: Creative Director

Led the creative strategy and experiential concept from concept development through live execution. Directed the experience narrative, spatial design approach, and audience journey while collaborating with brand, production, talent, and festival partners.

Impact

Established Bacardi Sound of Rum as a scalable music platform rooted in authentic cultural storytelling.

Drove strong festival engagement by transforming passive brand presence into participatory experiences.

Earned national recognition, including coverage from Billboard, reinforcing Bacardi’s credibility within music culture and expanding reach beyond live audiences.

Strengthened Bacardi’s emotional connection with music lovers by turning brand heritage into a lived experience.

Beauty lives beyond the bathroom.

Why:

To celebrate National Matcha Day, innisfree partnered with cult-favorite café Matcha Matcha to create an experience that connected skincare culture with the rituals of modern wellness.

The collaboration was rooted in an authentic brand truth: innisfree products are powered by Beauty Green Tea, a proprietary green tea grown exclusively on Jeju Island, South Korea. The partnership created a natural bridge between ingredient story, café culture, and skincare discovery — allowing consumers to experience the brand in a way that felt both elevated and approachable.

What:

innisfree x Matcha Matcha transformed a beloved matcha destination into an immersive skincare and lifestyle experience inspired by ritual, freshness, and self-care.

Guests explored innisfree’s ingredient-led skincare through personalized consultations, product discovery moments, texture testing, and curated routines while enjoying custom matcha beverages inspired by the brand’s Jeju Green Tea heritage.

The environment blended hospitality, beauty, and content-worthy design moments to create a calming, culturally relevant space where skincare became part of a broader wellness ritual. More than a pop-up, the collaboration positioned innisfree within the lifestyle spaces its audience already loved and trusted.

My Role: Executive Creative Director

Led the strategic and creative development of the collaboration, shaping the experiential narrative, consumer journey, and spatial storytelling from concept through execution.

Directed creative oversight across brand integration, environment design, and engagement strategy while partnering with production and client teams to ensure the experience authentically reflected innisfree’s heritage and wellness positioning.

Impact

Brought innisfree’s Jeju Green Tea ingredient story to life through an authentic cultural partnership.

Connected skincare discovery to modern wellness and café culture in a highly social, participatory way.

Created an immersive brand experience that encouraged product trial, lifestyle alignment, and deeper consumer affinity.

Nestlé Next: Forever Forward

When vision is shared, organizations move forward together.

Why:

Nestlé Canada needed a unifying platform to bring its teams together and showcase what’s next across its business.

The goal was to transform an internal summit into a future facing experience that aligned teams, inspired confidence, and reinforced Nestlé’s position as a leader in innovation, strategy, and product development within the Canadian market.

What:

Each business segment shared upcoming innovations, strategies, and advancements, creating a cohesive, forward-looking narrative that highlighted the organization's ambition and evolution.

The experience blended executive storytelling, elevated presentation design, and a unified visual system to ensure every moment felt intentional, inspiring, and aligned with Nestlé Canada’s vision for the future.

More than a conference, it became a shared moment of momentum, bringing clarity, energy, and purpose to teams across the business.

My Role: Executive Creative Director

Led the concept and pitch that secured the business, developing the core insight, strategy, and creative vision for the program.

Impact

Transformed an internal summit into a future-forward platform that aligned teams across Nestlé Canada.

Elevated executive storytelling through cohesive creative direction and experience design.

Positioned Nestlé Canada’s innovation pipeline as a unified and compelling narrative, reinforcing confidence and competitive differentiation.

When imagination meets responsibility, the future becomes electric.

Why:

As the highly anticipated sequel to Avatar: The Way of Water approached release, Mercedes-Benz partnered with Disney and 20th Century Studios to tell a larger story, one rooted in innovation, sustainability, and preservation.

Rather than simply aligning with entertainment culture, Mercedes-Benz sought to use the moment to inspire consumers to see Earth as their own Pandora — and recognize that everyday choices, like driving electric, play a role in protecting it.

What:

Earth Is Our Pandora became a multi-channel EQ campaign culminating at the film’s global premiere in Los Angeles.

The platform brought the message to life across experiential, content, and media touchpoints:

Earth Is Our Pandora TVC drew parallels between Pandora’s beauty and Earth’s landscapes, reinforcing that a fully electric future is a journey we take together.

Earth Is Our Pandora Theatre transformed scenic locations in Dana Point, CA and the Georgia Aquarium, GA into cinematic environments where guests explored Mercedes-Benz EQ through interactive QR experiences and entered to win Fandango tickets.

Earth Is Our Pandora EQuarium reimagined the EQ SUV as a living aquarium with global underwater livestreams, immersing premiere guests in Earth’s magic while spotlighting sustainable mobility.

Vision AVTR, inspired by the film, showcased Mercedes-Benz’s vision of harmony between human, machine, and nature through future-forward design and engineering.

Together, these moments invited audiences to experience sustainability not as abstraction — but as something emotional, immersive, and actionable.

My Role: Executive Creative Director

Led creative strategy and experiential concept development across the campaign ecosystem. Directed narrative integration, spatial storytelling, and audience journey design while partnering with brand, production, and studio teams to deliver cohesive execution from launch through premiere.

Impact

Generated 486.7K+ impressions and 29.6K+ engagements during launch.

Delivered over 15M earned media impressions across top-tier outlets, including The Verge and BizBash.

Positioned Mercedes-Benz EQ at the intersection of culture, sustainability, and innovation, reinforcing the brand’s leadership in electric mobility while inspiring audiences to protect our shared planet.

When fandom meets access, loyalty becomes legendary.

Why:

Capital One set out to showcase the exclusive benefits of being a cardholder at one of the most coveted cultural moments of the year, Taylor Swift: The Eras Tour.

Rather than relying on traditional sponsorship signage, Capital One wanted to turn access into experience, rewarding fans with playful discovery, unforgettable moments, and once-in-a-lifetime upgrades that only cardholders could unlock.

What:

To celebrate Capital One’s partnership with Taylor Swift, we created a gamified, IYKYK-style fan journey across stadium concourses nationwide.

Leading up to showtime, fans were prompted via Capital One’s social channels to explore the venue in search of Easter-egg photo moments hidden throughout the concourse. The centerpiece was the Eras Elevator Activation, where fans stepped into a recreation of the iconic Capital One Eras Elevator commercial starring alongside Taylor herself for a chance to win seat upgrades for that night’s show.

The experience blended physical exploration, social engagement, and brand storytelling, transforming passive concertgoers into active participants in Capital One’s fan-first ecosystem.

My Role: Executive Creative Director

Led the experiential concept and fan journey design across multiple stadium environments. Directed creative strategy, activation mechanics, and on-site storytelling while collaborating with brand, production, and social teams to ensure seamless integration across physical and digital touchpoints.

Impact

Turned Capital One’s sponsorship into an interactive fan experience that rewarded curiosity and participation.

Drove high engagement through gamified discovery and shareable moments across stadiums nationwide.

Strengthened emotional connection between Capital One and Swifties by delivering meaningful access, surprise upgrades, and unforgettable brand moments tied directly to cardholder value.

When experience leads, belief follows.

Why:

To launch Hilton Hotels’ new brand platform, Here for the Stay, Hilton sought an immersive way to bring the promise of “better stays” to life for AMEA General Managers, transforming brand messaging into something tangible, memorable, and emotionally resonant.

Rather than introducing the platform through traditional presentations, Hilton wanted leaders to feel the difference firsthand.

What:

We created an interactive escape-room-style experience that invited General Managers to collaborate their way toward a Better Stay.

Guests were intentionally “unwelcomed” into a dingy competitor hotel room, where they worked together to solve clues highlighting Hilton’s key guest benefits — including guaranteed adjoining rooms, complimentary breakfast, pet-friendly accommodations, and no hidden fees.

With the guidance of three actors, teams uncovered a 7-digit code that unlocked Hilton’s world: a premium hospitality environment filled with immersive brand moments, experiential ad displays, and photo vignettes that brought the Here for the Stay platform to life.

The experience reframed Hilton’s benefits not as features, but as emotional upgrades.

My Role: Executive Creative Director

Led concept development and experience strategy from insight through execution. Directed narrative design, game mechanics, and spatial storytelling while collaborating with brand, production, and performance teams to deliver a fully immersive launch moment.

Impact

Successfully embedded Hilton’s new brand platform through experiential learning and emotional engagement.

Proved so effective that the concept is now being packaged for the Americas region GM conference.

Inspired development of a mobile version for future consumer-facing activations, extending the platform’s reach beyond internal audiences.

When fandom fuels innovation, energy becomes electric.

Why:

As the naming partner of the home stadium for both the Atlanta Hawks and Atlanta United FC, Mercedes-Benz set out to turn game-day passion into brand connection, introducing fans to its EQ lineup while building excitement around electric mobility.

Rather than relying on passive sponsorship visibility, Mercedes-Benz wanted to activate fandom as a powerful entry point for education, engagement, and discovery.

What:

The Mercedes-Benz EQ Fan House became a high-energy stadium concourse experience that transformed fan enthusiasm into immersive demonstrations of EQ performance, technology, and innovation.

Key moments included:

Mercedes-Benz Fan Energy — Fans stepped into a sound booth to deliver their loudest cheer or high-five a robotic arm, watching their energy convert into real-time infographics that “charged” a Mercedes-Benz EQ.

Fan Range Finder — An interactive map plotted away games and destinations, easing range anxiety by showing optimized routes, nearby charging stations, and player-favorite hotspots along the way.

Fan Flare — In the EQ Fan House loft, fans competed in a 1v1 touchscreen challenge to prove their team loyalty. Winners unlocked digital fan flare to wear in support of Atlanta’s teams.

Together, these activations turned game-day excitement into hands-on EV education — meeting fans where they already were and inviting them into the future of driving.

My Role: Executive Creative Director

Led experiential concept development and fan journey strategy across the stadium footprint. Directed creative vision, interaction design, and spatial storytelling while partnering with brand, production, and sports stakeholders to deliver a seamless, high-impact live experience.

Impact

Drove a +46% year-over-year increase in consumer engagement.

Generated a +43% year-over-year lift in consumer registrations.

Delivered a +37.5% year-over-year increase in lead generation, transforming fan energy into measurable business outcomes while elevating Mercedes-Benz EQ within live sports culture.

When friends escape together, memories are made.

Why:

Bud Light set out to own a new cultural space, becoming the official beer of weekend getaways with friends.

Rather than relying on traditional sponsorships, the brand wanted to create a destination experience that captured the feeling of spontaneous trips, shared discovery, and carefree connection, positioning Bud Light as the catalyst for those moments.

What:

Bud Light Getaway became a single-day, full-scale festival designed as the ultimate friends-first escape — blending music, exploration, and brand immersion.

The experience featured live performances from Lil Jon, Dashboard Confessional, and Sam Hunt, alongside emerging talent — creating a genre-spanning lineup that reflected Bud Light’s broad fan base.

Beyond the stage, guests explored a curated festival village including the General Store, Stitch Shop, Day Fresh Brewery, The Grove (highlighting Bud Light Lime and Bud Light Orange), food trucks, and the Bud Light Dive Bar, transforming a single-day event into a fully realized getaway experience.

Every touchpoint was designed to feel casual, premium, and social, turning brand engagement into a shared adventure.

My Role: Creative Director

Led the creative vision and experiential strategy from concept through execution. Directed festival narrative, spatial planning, and audience journey while collaborating with brand, production, talent, and operations teams to deliver the agency’s first-ever full festival build.

Impact

Sold out within three days of ticket release, marking the agency’s first full festival production.

Recognized as the most premium event experience ever hosted by Bud Light, elevating brand perception with its highly discerning consumer.

Earned national and regional media coverage, including Billboard and BizBash, reinforcing Bud Light’s relevance within live culture and experiential marketing.

When employees believe, a company soars.

Why:

Forty years ago, three Delta employees rallied colleagues to purchase a plane for their struggling airline, an unprecedented act of generosity that became known as The Spirit of Delta. That defining moment inspired the creation of the Delta Care Fund, an initiative supporting employees in times of need.

To honor the 40th anniversary, Delta sought to reignite that spirit, reminding employees of the profound impact they have on one another and reinforcing the strength of the Delta Family through a renewed culture of giving.

What:

The Spirit of Delta: The Spirit of Giving became a multi-channel employee engagement campaign designed to celebrate legacy while mobilizing action.

The platform unfolded across storytelling, digital engagement, and live programming:

Docu-Style Content Series — Authentic stories from employees who benefited from the Care Fund highlighted its life-changing impact and reinforced the power of collective generosity.

Always-On Web Presence — A centralized digital hub housed campaign content, donation tracking, event updates, and programming resources, creating transparency and sustained engagement.

Launch Event: Carry On the Care — A kickoff experience that used suitcases as symbolic storytelling devices, honoring Delta’s heritage while introducing the next chapter of giving.

4-Episode Spirit of Giving Telethon — Broadcast across Delta’s channels, featuring guests including Ludacris, Patrick Cantlay, Pinky Cole, and DeMario Pressley, driving awareness, participation, and donations.

Together, these elements transformed an anniversary into a movement — reinforcing culture through storytelling, shared purpose, and collective action.

My Role: Executive Creative Director

Led creative strategy and campaign development across experiential, digital, and content channels. Directed narrative architecture, live event storytelling, and content production while partnering with internal communications, production, and leadership teams to ensure authenticity and emotional resonance.

Impact

Raised $9 million for the Delta Care Fund — and counting.

Engaged 25,000 employees through the campaign site.

Reached 1,200 live event attendees and generated 75,000 views across eight content pieces.

Reinforced Delta’s culture of care, strengthening employee pride, participation, and connection across the organization.

When fandom meets performance, loyalty accelerates.

Why:

To generate fandom for the Mercedes-Benz EQ brand, Mercedes-Benz set out to connect with fans through the team and players they’re most passionate about, the Golden State Warriors.

Rather than relying on traditional in-arena branding, Mercedes-Benz wanted to meet fans in their element, transforming game-day energy into an interactive entry point for electric performance and innovation.

What:

In partnership with Mercedes-Benz Ambassador Klay Thompson, Mercedes-Benz EQ activated home games at Chase Center with a participatory EQS SUV fan experience celebrating Champions of the Game and the Road.

Inside the EQS Experience, fans warmed up by exploring gameplay stats alongside electrified performance data from the Mercedes-Benz EQS SUV. Once prepped, they stepped onto a branded court to compete in 1v1 trivia challenges for the chance to unlock signed Klay Thompson memorabilia.

Win or lose, participants received a personalized message from Klay himself and were invited to return to defend their MVP status — turning casual fans into repeat participants through play, competition, and reward.

My Role: Executive Creative Director

Led experiential concept development and fan journey strategy across the arena footprint. Directed creative vision, interaction design, and spatial storytelling while collaborating with brand, sports partnerships, and production teams to deliver a seamless, high-energy activation.

Impact

Transformed Mercedes-Benz EQ sponsorship into a hands-on fan experience rooted in competition and discovery.

Strengthened emotional connection between Warriors fans and the EQ lineup through athlete integration and interactive gameplay.

Positioned Mercedes-Benz EQ as a performance-driven electric brand by embedding product storytelling directly into live sports culture.

When rivalries unite, fandom becomes community.

Why:

The Big 12 set out to bring the culture, pride, and passion of all 16 member schools to life, creating a shared fan experience that embodied the Conference’s Greater Than 12 ethos.

Rather than centering on a single game or campus, the goal was to build a unifying platform where traditions, rivalries, and school spirit could coexist, transforming game day into a collective celebration of conference identity.

What:

Big 12 BLVD became an immersive, traveling fan fest designed to unite fans through the rituals and traditions that define each school.

The experience brought together the most beloved elements from across the Conference into one vibrant destination.

From spirit squads and mascots to branded environments and social moments, every corner of BLVD transformed fandom into a festival, creating a full-sensory expression of what it means to be Big 12.

My Role: Executive Creative Director

Led the experiential concept and fan journey strategy from insight through execution. Directed creative vision, spatial storytelling, and programming while collaborating with conference leadership, production teams, and school stakeholders to deliver a cohesive, multi-school experience.

Impact

Unified 16 distinct fan bases through a shared experiential platform rooted in tradition and pride.

Expanded the Big 12’s presence beyond the stadium by transforming game day into a destination experience.

Strengthened emotional connection between fans and the Conference by celebrating rivalry, ritual, and community, all in one place.

When loyalty is celebrated, cities come alive.

Why:

Hilton set out to reward Hilton Honors members with a VIP experience that expressed genuine gratitude for their loyalty while reinforcing Hilton’s commitment to celebrating the cities it calls home and the cultures that shape them.

Rather than offering a traditional member perk, Hilton wanted to create a culturally rooted moment that blended music, food, and community — turning loyalty into lived experience.

What:

Inspired by Questlove’s award-winning book Mixtape Potluck, we reimagined the concept as a picnic-style celebration hosted at Hilton’s Logan Hotel in Philadelphia.

Hilton Honors members and select VIPs were invited to an exclusive kickoff event featuring meet-and-greets and a live performance by Questlove, alongside curated, city-inspired moments.

My Role: Executive Creative Director

Led experiential concept development and guest journey strategy from insight through execution. Directed creative vision, programming, and on-site storytelling while collaborating with brand, talent, culinary partners, and production teams to deliver a premium, city-forward loyalty experience.

Impact

Elevated Hilton Honors from transactional rewards to cultural access through immersive storytelling.

Strengthened emotional connection with members by blending exclusive talent moments with personalized experiences.

Positioned Hilton as a brand that honors loyalty by authentically celebrating the communities and creativity of the cities it serves.

When awareness becomes action, prevention feels possible.

Why:

GRAIL, the company behind the Galleri Multi-Cancer Early Detection Test and title sponsor of the Galleri Classic PGA Tour Champions tournament, set out to transform a traditional sports sponsorship into a meaningful platform for education and impact.

The goal: demystify preventative cancer care by meeting audiences where they already were, using golf culture as an accessible entry point to introduce life-changing innovation.

Rather than simply branding the tournament, GRAIL wanted to create human connection around early detection.

What:

A 360° campaign celebrated Game Changers across sport, food, music, and health, reinforcing the breakthrough technology behind the Galleri test through experiential storytelling.

Galleri on the Green — a participatory 6-hole mini-putt where each hole educated guests on the science, process, and benefits of multi-cancer early detection

The Galleri Golf House served as the central brand hub for ambassadors and VIPs, featuring game-changer programming

Social content extended the experience beyond the course, with David Duval sharing his family’s cancer journey and decision to take the Galleri test, using playful golf metaphors to educate and inspire action.

Together, these moments transformed clinical information into an emotional, approachable experience.

My Role: Executive Creative Director

Led creative strategy and experiential concept development across the campaign ecosystem. Directed narrative architecture, participatory engagement design, and brand storytelling while collaborating with healthcare, production, talent, and sports partners to ensure clarity, sensitivity, and impact.

Impact

Generated 63M+ impressions and 2,400 online tournament-related mentions.

Delivered 9.2M+ impressions and 9,600 clicks across GRAIL-owned digital and social content.

Successfully transformed sponsorship into education, elevating awareness of early cancer detection while positioning Galleri as an approachable, game-changing healthcare innovation.

When loyalty unlocks culture, access becomes unforgettable.

Why:

Hilton has a unique perspective on how to reward its Honors members, recognizing that modern loyalty goes far beyond free Wi-Fi and room upgrades.

As experiential expectations rise, Hilton sought to transform points into access, creating once-in-a-lifetime moments that deepen emotional connection while positioning Hilton Honors as a gateway to culture, entertainment, and global experiences.

What:

Hilton Honors members cashed in their points for an epic Miami Grand Prix experience through Hilton x McLaren Presents: Inside Drive to Survive — a one-night, invitation-only event celebrating the world of Formula 1: Drive to Survive.

Guests unlocked behind-the-scenes access to the hit Netflix series before transitioning into an immersive nightlife moment capped by a surprise performance from Paris Hilton.

The experience blended motorsport, entertainment, and hospitality, transforming loyalty points into cultural currency and positioning Hilton Honors at the center of one of the most buzzed-about weekends of the year.

My Role: Executive Creative Director

Led experiential concept development and VIP guest journey strategy from insight through execution. Directed creative vision, narrative flow, and on-site storytelling while collaborating with brand, motorsport partners, talent, and production teams to deliver a premium, high-energy loyalty experience.

Impact

Elevated Hilton Honors from transactional rewards to cultural access.

Generated widespread media attention across lifestyle and entertainment outlets including Ocean Drive, Page Six, and the New York Post, alongside organic amplification from cultural tastemakers such as Serena Williams.

Strengthened Hilton’s positioning as a hospitality brand that turns loyalty into unforgettable experiences — deepening member engagement while expanding cultural relevance.

When culture drives innovation, impact follows.

Why:

To kick off the inaugural Miami Grand Prix, Mercedes-Benz partnered with will.i.am to create a cultural moment that would launch the weekend in style, bringing together industry leaders, tastemakers, and motorsport fans.

Rather than hosting a traditional VIP reception, the goal was to fuse music, automotive innovation, and celebrity culture into a high-impact experience that also gave back.

What:

The night centered around the official reveal of the Will.I.AMG flip car, created in partnership with West Coast Customs, a bold expression of creativity and performance.

Fueling the energy of the event was an iconic guest lineup including Lewis Hamilton, DJ Khaled, Ludacris, and Jamie Foxx, drawing crowds while amplifying awareness and fundraising for two meaningful causes: Mission44 and i.am.angel.

Together, automotive design, celebrity culture, and philanthropy converged to create a kickoff moment that celebrated innovation while supporting the next generation.

My Role: Executive Creative Director

Led experiential concept development and event narrative strategy from insight through execution. Directed creative vision, guest journey, and on-site storytelling while collaborating with brand, production, talent, and automotive partners to deliver a culturally relevant launch moment with purpose.

Impact

Generated 1.5 billion media impressions.

Delivered 3.8 million social impressions and 225,000 social engagements.

Earned coverage from outlets including Road & Track and Hypebeast — positioning Mercedes-Benz at the intersection of motorsport, culture, and social impact during one of Formula 1’s most anticipated weekends.

When light meets dark, celebration ignites.

Why:

Bacardi set out to claim Halloween as its own, becoming the exclusive spirit of the season through one iconic cocktail: The Zombie.

Rather than hosting a traditional costume party, the brand wanted to create an immersive nightlife experience that embodied Bacardi’s duality — bold and playful, light and dark — while liberating guests to express every side of themselves.

What:

Inspired by the Zombie cocktail (crafted with both Bacardi Black and Superior), we created a choose-your-own-adventure experience inviting guests to explore their celestial (light) or sinister (dark) alter egos.

With Zombie cocktails in hand, attendees journeyed through a sequence of immersive environments featuring living installations and personal style transformations, each moment encouraging self-expression and discovery.

The experience culminated in the collision of both worlds during a Sound of Rum celebration, headlined by Ciara’s inaugural performance of her singles Dose and Level Up transforming Halloween into a high-energy cultural moment rooted in music, movement, and Bacardi’s Caribbean spirit.

My Role: Creative Director

Led creative strategy and experiential concept development from insight through execution. Directed narrative flow, spatial storytelling, and guest journey design while collaborating with brand, talent, nightlife, and production partners to deliver a multi-sensory Halloween platform.

Impact

Positioned Bacardi as the definitive spirit of Halloween through immersive nightlife storytelling.

Drove strong cultural visibility and media coverage across outlets including Bossip, Knockturnal, and Medium.

Strengthened Bacardi’s connection to music-driven audiences by transforming a cocktail ritual into a fully realized experiential celebration.

When students move together, community returns.

Why:

After a year of online-only classes, student life at both University of Texas at Austin and Ohio State University had stalled, leaving campuses feeling disconnected, isolated, and low on momentum.

Nike set out to reignite energy and belonging by giving students a reason to reconnect, transforming movement into a catalyst for wellness, purpose, and community.

What:

Nike U Move gamified campus life, inviting every student to feel like a student-athlete.

Five student organizations on each campus were selected to champion the campaign, hosting movement sessions, Rec Sports leagues, and community workouts that encouraged peers to get active together.

Every movement earned points, which were allocated to student organizations aligned with Nike’s value-based pillars: Wellness, Activism, Sustainability, and Community. Each organization was challenged to reach 200,000 movement points, unlocking a $10,000 bursary from Nike to reinvest back into their clubs.

The result was a purpose-driven participation loop that blended physical activity with social impact, turning everyday movement into collective progress.

My Role: Executive Creative Director

Led campaign concept development and student engagement strategy from insight through execution. Directed creative vision, participation mechanics, and campus experience design while collaborating with university partners, student leaders, and production teams to activate authentic, peer-led movement.

Oversaw narrative integration across physical programming and digital touchpoints to ensure the campaign felt inclusive, motivational, and values-forward.

Impact

Generated 162 student organization auditions across both campuses.

Collected over 1.2M movement points through student participation.

All participating clubs achieved their goals, resulting in $50,000 in funding provided by Nike.

Reactivated campus culture by transforming movement into a shared experience rooted in wellness, purpose, and connection.

When local culture leads, brands become part of the city.

Why:

Diageo set out to celebrate the true spirit of Miami, honoring its authentic art scene and legendary hospitality culture while reconnecting communities through creativity, cocktails, and shared experience.

Rather than parachuting in with a branded moment, the goal was to embed Diageo into the cultural fabric of the city, spotlighting local talent and elevating Miami’s creative energy.

What:

Diageo’s Miami Spirit became a year-long cultural tribute to the Magic City.

Mixologists crafted signature cocktails using Ketel One Botanicals, Don Julio Blanco, and Johnnie Walker, each inspiring hand-selected local artists to create immersive installations rooted in flavor, color, and movement.

These collaborations came to life through a series of community-driven events that blended art, hospitality, and nightlife, inviting patrons to rediscover Miami through taste and expression.

In partnership with Showfields, Diageo activated The Most Interesting Store in the World as a creative hub, providing a gathering place where cocktail culture and artistic communities converged, creating space for connection, celebration, and storytelling.

Together, the program transformed cocktails into cultural currency, bringing Miami’s creative pulse to life through immersive experience.

My Role: Group Creative Director

Led experiential strategy and creative concept development across the year-long platform. Directed narrative architecture, artist collaboration framework, and guest journey design while partnering with hospitality, retail, and production teams to ensure authentic local integration.

Impact

Activated Miami’s creative and hospitality communities through sustained cultural programming.

Strengthened Diageo’s connection to local audiences by elevating regional voices and artistry.

Earned media recognition including coverage from Adventura, reinforcing Diageo’s relevance within Miami’s cultural landscape.

Fanatics: Your Team, Your Dream

When fandom is rewarded, loyalty becomes unforgettable.

Why:

Fanatics, the leading retailer of licensed sportswear, was launching its first credit card and needed a promotion that would go beyond points and perks to truly capture the passion of sports fans.

The goal was to show that this wasn’t just a card, it was a gateway to experiences only Fanatics could deliver.

What:

We created Your Team, Your Dream, a sweepstakes and content series that turned fan loyalty into once in a lifetime moments.

Early cardholders were surprised with the sports experiences they had always dreamed of, from helicopter rides and athlete meet and greets to penthouse stays, Rolls Royce arrivals, and stadium wide recognition.

Each experience was designed to elevate everyday fans into the spotlight, celebrating their passion while showcasing the access and privilege that comes with being part of the Fanatics ecosystem.

The program blended surprise and delight with premium storytelling, transforming a financial product launch into a culturally resonant fan experience.

My Role: Group Creative Director

Led creative strategy and campaign concept development from insight through execution. Directed narrative design, experience creation, and content storytelling while collaborating with brand, partnerships, and production teams to bring each fan moment to life.

Oversaw integration across live experiences and content capture to ensure every activation amplified the Fanatics brand promise.

Impact

Reframed a credit card launch as an experience driven fan platform.

Deepened emotional connection between Fanatics and its audience by rewarding loyalty in meaningful and memorable ways.

Positioned Fanatics as a brand that delivers access, not just apparel, strengthening its role within sports culture.

When discovery replaces shopping, brands become experiences.

Why:

Johnnie Walker set out to transform holiday shopping from a transactional chore into an immersive, educational journey, inviting consumers to explore the brand’s rich flavor profiles while making gifting feel personal, premium, and memorable.

Rather than relying on traditional retail displays, the goal was to turn curiosity into connection, meeting shoppers with experience instead of shelving.

What:

In partnership with Showfields, The Most Interesting Store in the World , Johnnie Walker created a multi-zone retail takeover that brought its colorful, flavor-forward world to life.

Each space was designed to guide guests through discovery:

Gold Area — An immersive bar experience introduced the qualities of Black, Gold, Red, and Blue Label through guided tasting and storytelling.

Red Area — An advent-calendar-inspired discovery wall transported shoppers to the global destinations where Johnnie Walker is enjoyed, blending education with exploration.

Blue Area — A premium retail moment featuring point-of-sale experiences and complimentary bottle engraving, designed to elevate holiday gifting.

Together, the environment transformed retail into ritual, blending flavor education, global storytelling, and personalized gifting into a cohesive brand journey.

My Role: Executive Creative Director

Led experiential concept development and shopper journey strategy from insight through execution. Directed creative vision, spatial storytelling, and retail flow while collaborating with brand, retail, and production partners to deliver a premium, discovery-led holiday experience.

Impact

Reimagined holiday retail as an immersive brand experience rooted in flavor, storytelling, and personalization.

Increased shopper engagement by turning product education into hands-on exploration.

Positioned Johnnie Walker as a destination brand during peak gifting season, elevating both perception and purchase intent through experiential retail.

When benefits become worlds, membership becomes magic.

Why:

Amazon Prime set out to celebrate the biggest shopping day of the year by showing members everything Prime unlocks, transforming transactional perks into immersive experiences that reward loyalty and spark cultural connection.

Rather than listing benefits, the goal was to bring them to life, inviting fans to step inside the Prime universe.

What:

For the second installment of Unboxing Prime Day, we created Boxtropolis, a fantastical, fully realized world where guests could explore the Prime Life firsthand.

Inside Boxtropolis, featured benefits like Amazon Prime Music and Twitch Prime delivered unprecedented access to artists, athletes, and gaming legends, including immersive gameplay moments tied to Apex Legends.

Fans moved through character driven environments inspired by everyday Prime users, discovering music, gaming, and entertainment experiences that transformed membership into participation.

The result was a playful, culture forward destination that turned Prime Day into a living brand story, blending content, community, and commerce in one shared experience.

My Role: Creative Director

Led experiential concept development and world building strategy from insight through execution. Directed creative vision, audience journey design, and environment storytelling while collaborating with brand, content, gaming, and production teams to deliver a cohesive, benefit-led immersive experience.

Impact

Generated over 200 million live streams across Prime Day programming.

Turned Amazon Prime benefits into participatory cultural moments through music, gaming, and immersive storytelling.

Strengthened emotional connection with members by transforming Prime Day from a retail moment into a fully realized experiential universe.

Captain Morgan: Captain’s Yard

When fans bring the energy, the brand brings the spice.

Why:

Captain Morgan set out to activate its You Bring the Spice platform within Major League Soccer, connecting with fans in a way that matched the energy, passion, and personality of match day culture.

The goal was to move beyond traditional sponsorship and create a flexible, scalable experience that could engage fans across stadiums of all sizes while reinforcing Captain Morgan’s bold, playful identity.

What:

Spice Market became a modular fan engagement platform designed to bring the spirit of Captain Morgan to life across MLS environments.

Built as a scalable system, the experience flexed from large footprint activations to compact 5 x 5 executions, ensuring consistent brand presence across multiple venues and formats.

Fans stepped into a vibrant, high energy environment that celebrated self-expression, participation, and personality, all rooted in the You Bring the Spice campaign. Through interactive moments, branded environments, and social touchpoints, the activation invited fans to show up, stand out, and bring their own flavor to the game.

The result was a repeatable, adaptable experience that turned sponsorship into engagement and fans into active participants in the brand story.

My Role: Group Creative Director

Led creative strategy and concept development from insight through execution. Directed the overall creative vision, ensuring the platform could scale seamlessly across varying footprints while maintaining consistency and impact.

Oversaw creative development and provided production guidance to bring the system to life across multiple markets, aligning brand, experiential, and operational needs.

Impact

Transformed MLS sponsorship into a scalable experiential platform rooted in participation and personality.

Enabled consistent brand expression across multiple stadium formats through flexible design.

Strengthened Captain Morgan’s connection to sports fans by turning match day energy into immersive brand engagement.

When creators go hands-on, technology comes alive.

Why:

Canon set out to remind audiences that sometimes a smartphone just won’t do, positioning professional imaging tools as essential for true creative expression.

As part of its national Co-Create with Canon campaign, the brand wanted to move beyond product demos and instead invite photographers to actively experience the power, precision, and possibility of Canon’s latest technology.

What:

At CES 2020, we launched Canon Studios, an immersive destination designed for hands-on creation.

Photographers and enthusiasts explored a series of interactive engagements focused on:

Low-light photography

High-speed capture

Macro imaging

Professional portraiture

Each zone hosts guests to test Canon’s newest gear in real-world scenarios, encouraging experimentation, learning, and collaboration. More than 7,000 attendees stepped inside the Studio to co-create, transforming a trade show booth into a working creative playground.

My Role: Group Creative Director

Led experiential concept development and creator journey strategy from insight through execution. Directed creative vision, spatial design, and engagement programming while collaborating with brand, production, and technical teams to deliver an education-forward, participation-driven environment.

Impact

Attracted over 7,000 creators and photographers to engage hands-on with Canon technology.

Earned Biggest Booth Award from CNET and Most Fabulous from Gizmodo.

Positioned Canon as a creator-first brand by turning product innovation into immersive, participatory experience, elevating both engagement and perception on one of tech’s biggest stages.

When performance meets play, innovation becomes personal.

Why:

Toyota set out to give fans a chance to truly get in the game, connecting them with Olympians while introducing the brand’s latest auto-tech in a way that felt active, accessible, and memorable.

Rather than relying on static displays or traditional demos, Toyota wanted participants to experience innovation firsthand, translating elite athletic performance into everyday driving benefits.

What:

Test Your Drive became an interactive Olympic- and Paralympic-inspired campaign that transformed vehicle education into physical play.

Fans moved through a series of sport-driven challenges, each designed to spotlight a key Toyota feature:

Cycling & Paracycling Challenge — Demonstrated the engineering behind the Toyota Hybrid Highlander.

Speed Skating Challenge — Highlighted the Toyota Camry’s Hybrid Drive-Train Technology.

Hurdles Challenge — Showcased the Toyota RAV4 XSE’s shock absorption and spring for exceptional handling.

Every challenge led to Toyota’s Final Lap — a gamified RAV4 test drive where pedals, steering wheel, and gear shift powered participants through Olympic-inspired terrain, turning product education into full-body experience.

Together, movement and mobility merged, allowing fans to feel Toyota’s performance through participation.

My Role: Group Creative Director

Led experiential concept development and participant journey strategy from insight through execution. Directed creative vision, interaction design, and spatial storytelling while collaborating with brand, athlete partners, and production teams to deliver an engaging, sport-powered product experience.

Impact

Transformed vehicle features into hands-on learning through Olympic-inspired gameplay.

Deepened fan connection to Toyota by linking athletic performance with everyday mobility.

Positioned Toyota as an innovation-forward brand by turning auto-tech into an immersive, participatory experience rooted in movement and discovery.

When you honor a neighborhood, you earn belonging.

Why:

Ahead of opening its newest location in Harlem, Renaissance Hotels set out to build authentic connection with the local community, befriending the neighborhood before moving in.

Rather than launching with a traditional hotel opening, the brand wanted to invite guests to Discover This Way, experiencing Harlem through the voices, spaces, and creators that define it.

What:

To celebrate the opening and serve as the official activation for Renaissance Hotels’ Global Day of Discovery, we created a decentralized cultural festival rooted in local partnership.

Five Harlem-based collaborators hosted five exclusive experiences across five distinct venues, all connected by painted footprints that guided guests from moment to moment.

Each stop offered a different expression of Harlem’s creative spirit, turning the neighborhood itself into the experience. Guests explored art, music, food, and culture through curated local lenses, reinforcing Renaissance’s promise to help travelers live like locals wherever they go.

Together, the journey transformed discovery into movement, replacing a single event with a walkable story told by the community itself.

My Role: Executive Creative Director

Led experiential concept development and neighborhood engagement strategy from insight through execution. Directed creative vision, journey mapping, and partner integration while collaborating with local businesses, brand teams, and production partners to deliver an authentic, community-first launch.

Impact

Established Renaissance Harlem as a culturally connected destination from day one.

Strengthened brand credibility by elevating local voices and businesses through experience.

Brought Discover This Way to life by turning a hotel opening into a neighborhood-wide celebration, positioning Renaissance as the hospitality brand that truly helps guests live like locals.

When access becomes experience, commerce becomes culture.

Why:

Amazon set out to make Prime Day about more than just deals, transforming a retail moment into a global celebration of everything Prime unlocks for its members.

Rather than focusing on discounts alone, the goal was to elevate Prime Day into a cultural event, turning membership benefits into shared experiences that blended entertainment, community, and commerce.

What:

Unboxing Prime Day became a global, members only event series where Amazon Prime benefits including Music, TV, Twitch, and Wardrobe were brought to life through large scale, city specific experiences.

Across four major markets, Prime Day transformed into a worldwide celebration:

New York City
Amazon Music brought its Summer Jams playlist to life with a live concert featuring performances by Julia Michaels, Alessia Cara, Kelsea Ballerini, and a headlining performance by Ariana Grande, celebrating music discovery through Prime.

Los Angeles
Twitch Prime partnered with PUBG and deadmau5 for an immersive gaming experience featuring exclusive PUBG content and a Squad Showdown with popular streamers Dr DisRespect and Anne Munition, alongside celebrity competitors.

Milan
Guests explored the best of Prime through special performances by Achille Lauro and DrefGold, an Italian cooking demonstration with La Cucina Italia, a Twitch Prime FIFA challenge with Daniele Paolucci, and stand up comedy from Boiler and Alessandro Betti.

Tokyo
Families enjoyed an exclusive opportunity to meet and dance with Shimajiro, star of Prime Video’s Let’s Play with Shimajiro, bringing Prime’s family content to life.

Together, these experiences transformed Prime Day into a globally connected, locally relevant festival of music, gaming, entertainment, and discovery.

My Role: Creative Director

Led experiential concept development and global experience strategy from insight through execution. Directed creative vision, audience journey design, and environment storytelling while collaborating with regional teams, content partners, and production leads to deliver cohesive, market specific activations.

Impact

Generated 1.1 million live stream viewers across Prime Day programming.

Drove $4.19 billion in sales, representing a 74 percent lift from the previous year.

Earned national coverage from outlets including Refinery29 and USA Today, positioning Prime Day as both a cultural moment and a commercial success.

When authenticity travels, culture follows.

Why:

Bud Light’s Dive Bar Tour gained so much organic momentum that it needed a permanent home of its own.

Rather than letting the concept live as a one off activation, Bud Light saw an opportunity to bottle the spirit of authentic dive bars and take it on the road, giving fans a real place to gather around cold beer, live music, and shared experience.

What:

We created a fully realized, touring Bud Light Dive Bar inspired by legendary local spots including Chicago’s Rainbo Room and Phillis’, alongside New York City favorites Malino’s and Johnny’s.

Built around two core pillars, cold beer and live music, the textured destination delivered an authentic dive experience at scale. The space was designed to travel across major music festivals and brand owned events, including Bud Light Getaway, bringing familiar neighborhood energy to new cities and audiences.

The Dive Bar launched at South by Southwest in 2018 and continued touring throughout the 2019 season, transforming sponsorship footprints into genuine gathering places for fans.

My Role: Creative Director

Led experiential concept development and touring environment strategy from insight through execution. Directed creative vision, spatial storytelling, and audience journey while collaborating with brand, production, and music partners to deliver a scalable yet authentic dive bar experience.

Impact

Successfully launched at SXSW 2018 and expanded into a multi season touring platform.

Extended the Dive Bar Tour into a permanent experiential asset for Bud Light across festivals and owned events.

Earned industry recognition including coverage from BizBash, reinforcing Bud Light’s credibility within live music culture and experiential marketing.

When performance is tested, greatness responds.

Why:

Jordan set out to re establish itself as a performance basketball brand at a time when it was dominating lifestyle culture.

The goal was to remind athletes and fans alike that Jordan is built on competition, innovation, and elite play, reconnecting the brand with its roots on the court.

Rather than relying on traditional product launches, Jordan wanted players to feel performance through experience.

What:

To celebrate the launch of the Jordan XX9s, ballplayers entered The Nest, an immersive basketball environment where they stepped onto the court to face a high intensity 29 second challenge.

Participants competed head to head against the Jordan athletes they admire most, including Blake Griffin, Chris Paul, Carmelo Anthony, and Russell Westbrook.

The experience blended live gameplay with emerging technology, transforming product trial into a visceral moment of competition that put speed, agility, and performance to the test.

Players did not just try on the shoe. They earned it.

My Role: Associate Creative Director

Led experiential concept development and athlete driven gameplay strategy from insight through execution. Directed creative vision, interaction design, and court environment storytelling while collaborating with brand, sports, and production teams to deliver a performance first launch moment.

Impact

Delivered the most successful trial campaign in Jordan Brand history.

Earned an Event Technology Award for best use of new and emerging technology.

Re positioned Jordan as a performance leader by turning product launch into competitive experience and athlete driven storytelling.

When clarity replaces complexity, trust follows.

Why:

In a crowded and often confusing category, the brand set out to simplify its story, helping consumers clearly understand both product origin and quality.

Rather than relying on technical claims or shelf talkers, the goal was to translate transparency into experience, making it easy for guests to connect with how the product is made and why it matters.

What:

The Tasting Room became an experiential tour designed to mirror the flow of a traditional wine tasting.

Guests moved through a guided journey that brought the brand’s story to life, from grapes harvested by a cooperative of vineyard owning farmers to a quality narrative rooted in vegan, all natural ingredients with no added sugars or preservatives.

Each moment was designed to educate through immersion, pairing flavor discovery with storytelling that made sourcing, process, and values tangible.

By transforming product education into sensory experience, The Tasting Room turned complexity into clarity and curiosity into confidence.

My Role: Executive Creative Director

Led experiential concept development and consumer journey strategy from insight through execution. Directed creative vision, spatial storytelling, and educational flow while collaborating with brand, production, and hospitality partners to deliver an approachable, premium tasting environment.

Impact

Named one of Google’s Most Promising Emerging Brands in 2017.

Earned Gold at the 2018 EX Awards and Silver at the 2019 Pro Awards.

Recognized by Event Marketer for transforming product education into immersive brand experience.

When culture leads, sponsorship becomes celebration.

Why:

Coca-Cola set out to create deeper meaning behind its sponsorship of the Essence Music Festival, moving beyond logo placement to build authentic connection with culture, creativity, and community.

Rather than simply showing up as a brand partner, Coca-Cola wanted to transform presence into participation, honoring self expression while amplifying the voices and passions of festival goers.

What:

We transformed Share a Coke and a Song into a three-day block party experience where lyrics came to life through immersive programming across music, fashion, arts, lifestyle, and more.

Each lyric inspired a distinct moment within the environment, turning familiar Coca-Cola messaging into interactive cultural experiences. Guests moved through a vibrant festival footprint designed to spark discovery, creativity, and connection, blending live performances, style moments, artistic expression, and social spaces into one unified celebration.

The result was a brand powered neighborhood that felt rooted in community while elevating Coca-Cola’s role within one of the most influential cultural festivals in the country.

My Role: Creative Director

Led experiential concept development and cultural programming strategy from insight through execution. Directed creative vision, environment storytelling, and audience journey while collaborating with brand, production, and festival partners to deliver a multi-day, passion-driven experience.

Impact

Reframed Coca-Cola’s sponsorship into a fully immersive cultural platform.

Deepened emotional connection with festival audiences through music, fashion, and creative expression.

Earned recognition for Best Multicultural, Lifestyle, and Age Targeted Campaign, reinforcing Coca-Cola’s relevance within live culture and experiential marketing.

When creators rise, culture moves.

Why:

vitaminwater set out to increase sales among one of the most influential millennial audiences, the creative class.

Rather than relying on traditional advertising, the brand wanted to authentically support entrepreneurs and makers, turning hydration into motivation while connecting with consumers through real creative ambition.

The goal was to show up not just as a beverage, but as a catalyst for ideas.

What:

We launched a retail first campaign designed to empower creators and inspire hustlers across fashion, film, art, music, and technology.

Codes under caps unlocked real funding, giving consumers a chance to earn dollars toward their own creative pursuits. vitaminwater partnered with emerging creators, turning their entrepreneurial success stories into rallying cries for others looking to build, launch, or scale projects of their own.

Each featured creator mobilized their community around a shared goal, encouraging fans to collectively unlock $50,000 in funding to bring creative ideas to life.

The program transformed purchase into participation, blending retail mechanics with cultural storytelling to create momentum at shelf and beyond.

My Role: Associate Creative Director

Led creative strategy and campaign concept development from insight through execution. Directed narrative framework, creator integration, and experiential storytelling while collaborating with brand, retail, and production teams to deliver a commerce driven platform rooted in creativity.

Impact

Delivered vitaminwater’s most successful cross functional campaign in years.

Drove both sales lift and brand affinity growth for the first time since 2008.

Positioned vitaminwater as a supporter of creative ambition by turning everyday purchases into real opportunities for emerging entrepreneurs.

When style becomes substance, connection follows.

Why:

When functional attributes alone were no longer enough to drive brand appraisal, Diet Coke needed a new way to connect with Millennials.

Rather than focusing on product benefits, the goal was to tap into lifestyle and self expression, positioning Diet Coke as a cultural accessory aligned with fashion, creativity, and social discovery.

What:

In partnership with Gilt, we curated fall fashion collections inspired by the bold attributes of Diet Coke and brought them to life at The Style Bar.

Activated during Toronto Fashion Week and Nuit Blanche, the space invited Millennials to sip, shop, and socialize in an immersive retail environment that blended beverage, fashion, and culture.

Each collection translated Diet Coke’s personality into wearable expression, turning brand characteristics into curated style moments. The result was a destination that felt less like a sampling activation and more like a fashion forward social hub.

The Style Bar reintroduced Diet Coke as part of a creative lifestyle, not just a beverage choice.

My Role: Executive Creative Director

Led experiential concept development and cultural positioning strategy from insight through execution. Directed creative vision, retail environment storytelling, and audience journey design while collaborating with fashion, retail, and production partners to deliver a cohesive lifestyle experience.

Impact

Won Category Winner for Best Experiential Activation at the 2015 PROMO Awards.

Earned Category Winner for Best Pop Up Store and Experience Design by Event Marketer.

Successfully repositioned Diet Coke within Millennial culture by aligning the brand with fashion, creativity, and modern lifestyle expression.

When employees lead, generosity takes flight.

Why:

Forty years ago, three Delta employees rallied their colleagues to purchase a plane for their struggling airline, an unprecedented act of generosity that became known as The Spirit of Delta. That moment inspired Delta executives to create the Delta Care Fund, an ongoing initiative designed to support employees in times of need.

To honor the 40th anniversary, Delta sought to reignite that original spirit by reminding its workforce of the powerful impact they have on one another and celebrating the strength of the Delta family through a renewed culture of giving.

What:

The Spirit of Giving became a storytelling driven employee engagement campaign centered on authentic human connection.

Through a docu style content series, we profiled Delta employees who had benefited from the Care Fund, sharing deeply personal stories that highlighted the life changing impact of collective generosity. Each film reinforced the idea that behind every contribution is a real person, a real family, and a real outcome.

The content inspired employees across the organization to participate, transforming awareness into action and turning storytelling into measurable support for colleagues in need.

My Role: Executive Creative Director

Led creative strategy and narrative development from insight through execution. Directed content storytelling, emotional framing, and campaign architecture while collaborating with internal communications, production teams, and Delta leadership to ensure authenticity and resonance.

Impact

Inspired $24 million in employee donations to the Delta Care Fund in just one year.

Strengthened internal culture by reconnecting teams to Delta’s legacy of compassion and community.

Reinforced the Delta Care Fund as a living expression of employee led generosity, turning a milestone anniversary into a movement rooted in shared purpose.