Led cross-platform content strategy that achieved 5x engagement rate over category benchmarks. Contributed to experiential launch at Genesis House, resulting in 300% rise in earned media impressions.

I was part of the creative team that launched Genesis’ first EV, the GV60, among other vehicles. Using emerging technology and keen sense of design in its vehicles is what appeals to a younger generation of drivers and their culture. We wanted to celebrate that in our work.

Platforms: IG, TikTok, YT Shorts.

The integrated campaign spanned multiple touchpoints — from the Genesis Invitational, hosted by Tiger Woods, to the opening of Genesis House in New York’s Meatpacking District. At the Invitational, I oversaw creative development and experiential design that elevated Genesis’ presence in professional golf, blending architectural installations, storytelling, and brand performance.

The launch of Genesis House introduced a first-of-its-kind social destination — part design gallery, part showroom, and home to a Michelin-chef-led restaurant — redefining what a luxury automotive experience could be.

To extend the brand’s cultural reach, we also partnered with Soho House, curating exclusive Genesis events and vehicle showcases across their properties, connecting the brand with a discerning creative audience in authentic, lifestyle-driven settings.

Agency: Innocean

Contributed to launch campaign that generated $800M+ in sales within the first week of release. Social launch assets drove 20M+ organic views and 200K+ social mentions during the first week. Boosted pre-orders by 15% YoY through creative hero content.

Incredibly grateful to be part of a multi-agency team that brought this fantastical vision of the new Modern Warfare landscape to life. As a creative director with the social team at Mutiny, I contributed multiple visual elements to the production vision. Most notably, the concept of "live tattoos" that animate on Makarov’s body. Makarov is the main villain making his mercurial return in this next chapter of the game. The content was made utilizing a combination of live action, CGI as well as extensive AI utilization.

CREDITS: Mutiny, 72 & Sunny, Activision

E3 is the biggest gaming expo in North America and Meta always shows up swinging. This is where industry giants come to show off the latest tech and partner up with Meta to gain and leverage their social relevance. Meta’s ask: make it unique but also show off the power the partnership would bring. We designed an environment that lets everyone engage, post and experience why partnering up with Meta is the ultimate way to raise your game.

Fans were given a unique opportunity to try out the newest games using Meta Quest gear. They were then able to post on Instagram using one-of-a-kind filters and showcase previously unreleased in-game visuals. Naturally, their posts and content went super viral.

The result: 19% increase in attendance over the previous year. Over 4 million shares on IG.

Agency: Publicis

Crown Royal believes in living generously.

To bring this big-hearted spirit to life, this one-of-a-kind event series brought generous works of art to the communities of Portland, OR, and Brooklyn, NY.

Each community became part of the experience by helping complete the murals—over 500 locals participated, while more than 50,000 people experienced the installations in person. The campaign extended online, generating 2.3 million social impressions and over 40,000 Instagram engagements, amplifying Crown Royal’s message of generosity nationwide.

Credits:

Agency: MKTG

Production Company: Big Block 

Director: Shaun Collings 

Triscuit wanted to stand out on social media. But simple product pics weren’t cutting it. So we leaned into Instagram’s artsy aesthetic and the brand’s naturally quirky character to create a series of short, serialized stories released over several weeks.

The result: a fresh, thumb-stopping campaign that delivered a 40% increase in engagement, tripled average view times, and grew Triscuit’s Instagram following by 25% during the run—proving that even a cracker can have a compelling story to tell.

Credits

Agency: Havas

Photographer: Simon Harsent

Street Fighter V needed a bold, simple way to capture the pure emotion of the game—the thrill of kicking butt with just a few buttons.

We created a visually striking campaign that distilled that energy into a series of minimalist graphics and motion pieces. The work ran on Snapchat and OOH placements across NYC and LA, driving over 8 million impressions, a 30% lift in engagement vs. previous campaigns, and helping reignite excitement around the iconic franchise’s return.

Agency: Mother

2016 Olympic campaign generated 1.2B media impressions and 20% lift in brand favorability. Helped Dunkin’ achieve record-breaking Q3 sales growth (+8%) during campaign period.

Agency: Hill Holliday

My team and I wanted these crackers to feel larger than life during the holidays. To tell their story, we began by creating a whimsical illustrated book with the help of legendary artist Ron Barrett (Cloudy with a Chance of Meatballs).

From there, things only got bigger. With Ron’s help, we brought the story to life as an animated film that ran online and in Times Square, where Kraft’s crackers appeared 25 stories high on the world’s largest diagonal display. The campaign reached over 15 million holiday shoppers, generated a 20% lift in brand recall, and helped Kraft drive double-digit growth in seasonal sales.

[Read the full book here.]

Credits

Agency: Havas

Illustrator: Ron Barrett

Animation: A52

Photographer: Simon Harsent

Our target audience consumes more video content than anyone—and they live on TikTok, IG and YouTube. But they’re most engaged through active participation in the real world.

The campaign launched with Lionel Messi dropping a viral video where he performed a jaw-dropping series of tricks and challenged young athletes around the world to match his skills.

Each day, the top user-generated videos earned prizes redeemable at select retail locations. Videos commented on by Gatorade or Messi were entered to win grand prizes, including World Cup tickets.

The experience extended into the streets with an OOH and AR activation: wild postings, bus shelters, and in-store displays that came alive through the Gatorade app. Using augmented reality, Messi appeared to perform his signature tricks, ending with an interactive call-to-action that directed users to the nearest retailer.

The campaign generated over 50 million video views, hundreds of thousands of fan submissions, and a 28% lift in retail foot traffic during the promotion period—proving that when digital meets physical, Gatorade’s energy truly comes alive.

Agency: MKTG

We first partnered up with Anonymous Content to build a campaign that reinstated Grey Goose as world's top tasting vodka. We then went on to create a platform that stood for curated independent content featuring top taste makers from all over the world. The Grey Goose Iconoclasts campaign launched in 2006 as part of a broader effort to elevate Grey Goose from a premium vodka brand to a cultural tastemaker.

Mark Romanek, the acclaimed music video and film director (One Hour Photo, Never Let Me Go, and iconic videos for Madonna, Nine Inch Nails, and Jay-Z*), was featured in the series and also directed portions of the Grey Goose campaign materials.

His participation reflected the brand’s strategy to partner with authentic creative voices rather than traditional celebrity endorsers.

The campaign centered around a documentary-style series produced by Grey Goose Entertainment (in partnership with Sundance Channel).

Each episode paired two influential creatives from different disciplines — for example, a filmmaker and a chef, or a musician and an architect — to explore how their creative processes intersected.

The series was designed to align Grey Goose with artistry, craftsmanship, and cultural sophistication, rather than traditional spirits advertising.

The Iconoclasts series ran for multiple seasons and became one of the most successful branded entertainment projects of its time. It helped pioneer branded long-form content years before “content marketing” became standard practice. The campaign strengthened Grey Goose’s positioning as a luxury lifestyle brand, not just a vodka label. Its success influenced later high-concept branded series from companies like BMW Films, American Express, and Absolut.

Credits

Agency: R/GA

Director: Mark Romanek

Photographer: Christopher Griffith

Production Company: Anonymous Content 

NBA Finals campaign. Done only like Mother can.

The series averaged 8.5 Nielsen rating on ABC up 18% from the previous year.

Credits

Agency: Mother 

Director: Mother, NY

Lo Loestrin Fe is the only available low-dose birth control pill with just 10 mcg of daily estrogen. Part of Social Media feed is meant to align this unique product with women’s daily routine. Establishing it as paramount.