The strategy for 7UP’s global rebrand started with a simple but powerful insight: the flavor of 7UP—a crisp, citrusy hit—isn’t just refreshing, it’s a taste that lifts you up. That idea became the foundation for “UPliftment”—a brand platform built around the feeling of lightness, both physical and emotional. Strategy led the charge early, defining the tone and emotional core that guided everything from design to rollout.

To bring the idea into the real world, we launched giant branded coolers in cities across the globe—walk-in pop-ups where people could grab an ice-cold 7UP and leave with limited-edition merch. Each one offered a quick hit of joy, turning the flavor’s lift into something you could see, feel, and carry with you.

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Role: Senior Brand Strategist
Client: PepsiCo

Tubi’s rise as a cultural player started with the 2022 World Cup, where we brought the brand’s fun-loving tone to life through socially native, Gen Z–driven content. The campaign leaned into humor, irreverence, and internet-first creative—sparking a 175% spike in Gen Z engagement and tripling organic reach during one of the year’s most crowded media moments.

That momentum carried into 2023, when we launched the Cannes Lions–winning Super Bowl IAT campaign—a full-funnel effort that hijacked the cultural conversation and positioned Tubi as the streamer that doesn’t play by the rules. The campaign drove 4.2B earned media impressions, a 40% spike in downloads, and made Tubi the #1 trending topic on Twitter. From there, we expanded our partnership—leading media strategy for the 2025 Super Bowl and helping define how Tubi shows up across platforms. By 2025, Tubi had grown from 64M to 97M monthly active users, becoming the #1 AVOD in the U.S.

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Role: Director of Strategy
Client: Tubi

To celebrate Minecraft content surpassing 1 trillion views on YouTube—a first for any game—we launched a global campaign honoring the creators and community who built this cultural milestone.

At its core was the #MinecraftMuseum, a digital exhibition on @YouTube’s Instagram featuring 12 carousel posts and 59+ original pieces created with 20 of the platform’s top Minecraft creators. Each post was a love letter to the fandom that made the trillion possible.

The campaign kicked off with a custom animated video—set to We Built This City—starring creators as their in-game avatars. It debuted as the #1 trending video on YouTube and Twitter, drove a 13% spike in Minecraft viewership, and generated hundreds of millions in earned media impressions worldwide.

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Role: Director of Brand Social, YouTube

Client: YouTube

Since 2023, Meta x Ray-Ban has evolved from a product launch into a multi-year cultural campaign. We helped lead strategy across every phase—defining early adopter audiences, guiding creator partnerships, shaping platform choices, and running both paid and organic social campaigns that made the glasses feel less like tech and more like a lifestyle.

The work paid off: brand favorability among Gen Z tech adopters rose 22%, awareness tripled in style-forward markets, and the 2025 Super Bowl spot became Meta’s most-viewed wearable ad to date, with 480M+ impressions and a 130% spike in search volume post-launch. Beyond performance, the campaign helped rewire Meta’s internal approach to creators and brought the brand into real-world culture—with a hands-on Los Angeles pop-up, a Red Bull x UFC activation at the Las Vegas Sphere, and a Boiler Room collab in France—cementing the glasses’ place at the intersection of music, sport, and style.

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Role: Director of Stratgey
Client: Meta x Rayban

As Tubi deepened its efforts to connect with Gen Z, our research uncovered something bigger than just content preferences. This generation isn’t only tired of traditional media—they’re disillusioned with corporate life and hustle culture. Security and structure have lost their appeal. What resonates now is freedom, absurdity, and the ability to define success on their own terms. That insight opened the door for something more. Tubi invited us to pitch an original show rooted in that mindset. The result was Z Suite, a hilarious and offbeat sketch series built around the way Gen Z sees the world.

To launch the series, we created a fast-cut, intentionally chaotic Super Bowl spot. It was designed to feel more like something you’d stumble on at 2 a.m. than a polished ad break. Its surreal, meme-fluent tone sparked real-time reactions across social, ranging from confusion to curiosity. On a night full of high-budget gloss, Z Suite stood out by leaning into the strange. It helped Tubi connect with a generation that doesn’t just watch culture. They remix it.

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Role: Director of Strategy
Client: Tubi

To connect with a Gen Z audience that sees straight through traditional marketing, we knew the Streamys needed more than just promotion—it needed to feel like the internet. So we built a campaign that leaned into creator culture, humor, and spontaneity.

We tapped trend-savvy Shorts and TikTok influencers to create original content—from ice sculptures and custom Streamys skits to actual sleight-of-hand magic. On Instagram, we partnered with pop-culture meme authority Saint Hoax, who acted as our real-time correspondent, posting reactive content as the show unfolded. The result? A launch that felt alive, in-the-moment, and platform-native.

To tie it all together, we built a suite of design-forward trailers and motion graphics that spotlighted nominated creators and set the tone for the show. The result wasn’t just a campaign—it was a celebration of the internet, by the internet.

The 2021 Streamy’s became the most successful show in the franchise’s history.

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Role: Director of Brand Social, YouTube
Client: YouTube

For the relaunch of Cosmos—one of the most ambitious television events ever broadcast—I was tasked with creating the main title design for the series. My concept was anchored in a simple but expansive idea: the universe is in our eyes. That idea informed a visual identity designed to evoke the show’s core themes—connection, wonder, and the vast scale of human curiosity.

The design went on to earn an Emmy nomination and played a central role in what became the largest simultaneous launch of a TV show in history, premiering across 10 Fox networks in the U.S. and airing on 220 channels in 181 countries.

Beyond the screen, the title design expanded into a global visual campaign, appearing on billboards, in print, and across digital and social platforms around the world.

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Role: Art Director
Client: FOX / National Geographic

What started as a $5M paid media brief turned into a $40M+ effort to reimagine how Tinder connects with Gen Z women. Swipe culture was getting stale. So we shifted the tone, building daily social creative that matched their humor, pace, and values. That meant relatable memes, creator collabs that actually hit, and showing up in conversations that mattered. We partnered with Call Her Daddy, tapped into talent like Jake Shane, and built campaigns that felt more like culture drops than ads.

That same energy led to The Game Game, Tinder’s first collab with OpenAI. A voice-based flirting experience where users try to charm absurd AI characters into saying yes to a date. Think improv meets dating sim. To drive hype, we brought in Twitch creators like Brooklyn Frost and Vinnie Hacker to stream it live, turning gameplay into cultural currency. With real-time coaching and chaotic charm, the campaign helped reframe Tinder as a space to match, mess up, and try again.

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Client: Tinder
Role: Director of Strategy

As part of the team behind YouTube’s Black Voices Fund campaign in 2021 and 2022, we set out to do more than celebrate Black creators—we built a framework to invest in them. The campaign centered on turning a $100 million global fund into tangible, career-shaping support. That meant identifying standout creators across the U.S., U.K., Africa, and Brazil, and giving them access to direct funding, production resources, editorial support, and strategic guidance to grow their presence on the platform and beyond.

In those first two years, the fund supported over 300 creators and artists, many of whom saw a 30% increase in revenue and long-term channel growth. We also helped launch culturally resonant programming like Bear Witness, Take Action, which drew millions of viewers and became a rallying point for racial equity and creative expression on the platform. The 2021 and 2022 campaigns didn’t just drive visibility—they set a new standard for how platforms can support underrepresented voices with real, lasting impact.

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Role: Director of Social

Client: YouTube

For the home entertainment release of A Quiet Place, the campaign extended the film’s signature tension—silence as survival—into a social-first experience. Creative leaned into quiet, minimalist visuals that disrupted the scroll and mirrored the film’s eerie stillness.

A key activation was the “A Quiet Night Challenge”, created with Slyfox, which invited fans to spend a night in silence and share their experience. The challenge sparked thousands of user-generated posts and amplified word-of-mouth across platforms.

The campaign earned a Gold Clio Entertainment Award for Social Media and helped drive strong sales for the release, proving that stillness—when crafted intentionally—can be just as powerful as sound.

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Role: Social + Creative Director
Client: Paramount Home Ent.

For Inside Out, the creative challenge was to translate the emotional complexity of growing up into something relatable and shareable. The breakthrough came by positioning Riley as the setting—not the protagonist—and elevating the five emotions as the real leads. Their distinct personalities became a lens to explore mood, identity, and empathy across generations.

The campaign spanned platform-specific content and Pixar’s first user-generated fan-art contest, launched through a custom Tumblr hub. The page quickly became one of Tumblr’s most engaged branded destinations, driving thousands of submissions and reblogs tied to fan interpretations of the emotions.

Inside Out opened with the biggest weekend for an original film in history ($90.4M), earned over $858.8M globally, and won the Oscar for Best Animated Feature. The campaign also received a Gold Communicator Award for excellence in social media.

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Role: Director & Creative Director
Client: Disney/Pixar

YouTube Gaming set out to evolve from a content category into a cultural hub. The team shaped a voice that felt both fluent and familiar—part expert, part fan—designed to celebrate gaming culture in all its forms. From breaking down game lore to spotlighting creators across genres, the tone championed the community behind the content.

The account quickly became a go-to space for fans and creators alike, amplifying everything from nostalgic throwbacks to indie gems. During the campaign period, @YouTubeGaming saw a 40% YoY increase in engagement, with top-performing posts delivering 300% above benchmark interaction rates. It wasn’t just about gaming—it was about belonging.

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Role: Director of Brand Social
Client: YouTibe

​To generate excitement for Season 4 of The Expanse, we launched a comprehensive 360 campaign designed to engage both longtime fans and newcomers. Filmmaker Kevin Smith provided an 15 minute energetic recap of the first three seasons, ensuring viewers were well-prepared for the new episodes.

At San Diego Comic-Con, we transported attendees to the universe of The Expanse through an immersive experience that simulated a landing on Ilus, the enigmatic planet featured in Season 4. Actors guided fans through this interactive journey, culminating in surprise appearances by the show's cast, creating unforgettable moments for attendees. ​

Complementing these efforts, we developed a suite of dynamic social media assets, including meticulously crafted 3D renders, engaging edits, and organic content tailored to resonate with the show's dedicated community. This multifaceted approach not only amplified anticipation for the season premiere but also reinforced the show's connection with its audience across multiple platforms.

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Role: Social + Creative Director
Client: Amazon Prime Video

​To honor Hugh Jackman's final portrayal of Wolverine in Logan, we crafted a social media campaign that mirrored the film's raw intensity and emotional depth. Utilizing extended A/V content, we delved into the psychological complexities of the narrative, offering audiences a profound connection to the story. Additionally, the campaign introduced Laura, highlighting her origins and positioning her as a compelling successor to the Wolverine legacy.

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Role: Creative Director & Strategist
Client: Fox Home Ent.

​To promote Bill Nye Saves the World, we launched a bold social media campaign that directly engaged right-wing science skeptics. By sharing content designed to provoke reactions, our team amplified discussions and increased viewership—effectively trolling the trolls. Additionally, we produced innovative audiovisual pieces blending Bill Nye's educational style with contemporary topics, bridging generational gaps and inspiring audiences to engage in scientific discourse.​

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Role: Creative Director & Strategist
Client: Netflix

A wide array of social activations were created for Nintendo's social accounts including a fan generated mosaic of Luigi to kick off for the "Year of Luigi", an E3 Hub that connected fans from around the world with the latest nintendo News, and a photobomb feature where fans could place themselves in their favorite Nintendo universe. 

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Role: Social Art Director
Client: Nintendo USA

​To launch Homecoming, Amazon Prime Video’s psychological thriller starring Julia Roberts, we created a social campaign that mirrored the show’s eerie tone and immersive storytelling. Using AR Snapchat lenses, interactive Facebook chatbots, and cryptic 3D renders, we dropped fans into the Homecoming world—full of paranoia, memory gaps, and subtle control.

The campaign extended into the real world with a surreal Homecoming pop-up experience, blurring the line between narrative and reality. From teaser content to pitch perfect edits, everything was designed to spark curiosity and conversation. The launch drove strong social engagement and helped Homecoming become one of Prime Video’s most-watched original series of 2018, with the campaign outperforming Amazon’s benchmarks for video views, clickthroughs, and time spent across key platforms.
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Role: Social & Creative Director
Client: Amazon Prime Video

For the launch of Fargo Season 4, FX developed a social campaign that captured the show’s signature noir weirdness while leaning into its new setting—1950s Kansas City. The creative approach combined handcrafted, special-shoot spots with stylized key art to tease the season’s gangster tone and complex power dynamics. Each asset was carefully composed to reflect the era’s look and feel, drawing out the tension between tradition, territory, and identity.

Across platforms, custom content highlighted key characters, criminal alliances, and moral ambiguity—inviting fans to pick sides through interactive Twitter polls and immersive Instagram Stories. The campaign helped position Fargo as one of FX’s most talked-about shows of the year and earned a Silver Clio Entertainment Award for Key Art and Out-of-Home. It didn’t just promote a season; it built a world you could scroll into.

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Role: Social & Creative Director
Client: FX

Role: Director & Creative Director

Client: A24

Role: Director & Creative Director
Client: Universal

​To promote Hulu's original series 11.22.63, based on Stephen King's novel, we developed a social media campaign that mirrored the show's exploration of time travel and historical intrigue. Central to this effort was the creation of captivating art cards designed to engage Stephen King enthusiasts and viewers fascinated by alternate history scenarios. These visuals sparked conversations about the series' central question: "What if history had played out differently?" ​

This strategic approach not only heightened anticipation for the series but also fostered dynamic dialogue across multiple platforms, inviting audiences to ponder the impact of altering historical events. 

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Role: Director & Creative Director
Client: Hulu

​To celebrate Stephen King enthusiasts and conspiracy theorists alike, the 11.22.63 team launched an engaging Instagram campaign mirroring protagonist Jake Epping's quest to uncover hidden truths. The campaign featured a 12-part illustrated poster, each segment embedded with subtle nods to other Stephen King works, inviting fans to discover these concealed references.

To deepen engagement, hidden codes were integrated within the images, which fans could reveal using a specific Instagram filter. Uncovering these codes unlocked exclusive content and offered rewards such as fine-art edition prints of the poster and complimentary Hulu access for a month. This interactive approach not only enriched the viewing experience but also fostered a deeper connection between the audience and the series.

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Role: Director & Creative Director
Client: Hulu

To surprise fans of the Transformers franchise, we cut an old-school, 1980s-style trailer for Bumblebee and dropped it on April Fool’s Day—teasing a special-edition VHS release. Most assumed it was just a clever joke. It wasn’t. We actually produced and mailed out hundreds of fully functional VHS copies to fans, influencers, and media outlets across the internet.

The activation struck a nostalgic chord, earning millions of organic impressions for the home video release and securing coverage on ComicBook.com, Slashfilm, NerdReport, and more. It resonated deeply with the fanbase, met them right where they lived, and picked up a 2019 Clio Silver along the way.

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Role: Director & Creative Director
Client: Paramount Home Ent.

To support the Power Rangers movie and reach both nostalgic fans and a new generation, we created Mighty Morphin Meower Rangers—a series of absurd, cat-filled shorts starring feline versions of the original team. Packed with over-the-top puns and low-fi chaos, the series quickly caught fire online, racking up 20+ million views and earning a shoutout from meme royalty, FuckJerry.

It was weird. It was viral. It was purrfection.

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Role: Director & Creative Director
Client: Saban Ent.

The paid social campaign for Rambo: New Blood.

Role: Director & Creative Director
Client: Lionsgate

Make music social. This was the anthem for UE Boom's incredibly fun portable speakers that allowed consumers to take their music anywhere. To bring the party online, a Tumblr gif campaign was created to speak directly to millennials who love irreverence and will share content if it's bold and visually fun. The campaign's backbone was #socialsaurusrex, a partying dinosaur that championed the party monster in all of us. 

Role: Director & Creative Director
Client: UE Boom

Innovative A/V and Facebook canvas ads were created to help launch J.J. Abram’s Overlord on Blu-Ray and DVD. The content helped the title push sales 50% beyond studio expectations.

Role: Director & Creative Director
Client: Paramount Home Ent.

Something sinister is lurking behind closed doors, but we can’t tell what it is. Perception is everything. Are people saviors, or are they our worst nightmares? Much like the thrilling story, the social content for 10 Cloverfield Lane featured motion graphics and a series of animated illustrated social cards that convey the same ominous feeling as the film. Each piece captures a moment from the film, letting fans dive deeper into the world of 10 Cloverfield Lane. 

Role: Director & Creative Director
Client: Paramount Home Ent.

Outlander has been a huge hit for Starz, but, after three seasons, fans wanted more out of their social experience. They wanted to relive their favorite moments, feeling the thrill and emotional connection that they felt when they watched the series for the first time. Taking this to heart, the social campaign created pieces that moved beyond simple edits and straight forward gifs. Rethinking every type of social creative in order to amplify the narrative of Outlander, and allow fans to have a real connection with the content that they engaged with online. This fan-first approach allowed the us to bring the magic of Outlander to the the feeds of millions of fans world-wide, generating billions of engagements, and creating one of the most successful social campaigns of 2017. 

Role: Director & Creative Director
Client: Starz

Role: Director & Creative Director
Client: Amazon Prime Video

Everyone needs a little love to get them through their day. For the theatrical release of Illumination's pop-music adventure, Sing, a simple and fun micro-site experience was envisioned that allowed users to get their daily dose of positive affirmations from the the movies break-out star, Gunter. The site features over 75 originally scripted and voice acted lines that told users how wonderful and amazing they truly are. Memes, gifs, and illustrated art cards where shared across social platforms to help spread Gunter's upbeat compliments to fans everywhere. 

Role: Director & Creative Director
Client: Universal + Illumination

Role: Director & Creative Director
Client: STX

For Keanu, Key and Peele's first motion picture, the social campaign had to take the internet's favorite animal, cats, to a whole new level. The social push centered around fun and shareable cat posters, remixing Keanu (the stories kitty star) in famous T.V. and movie posters. These adorable posters were supported on social with an kitty version of the Keanu trailer. These activations built an engaged fan base that caused Keanu to trend on Facebook and Twitter and hit the front page of Reddit multiple times.  

To coincide with the social push, cat cafes were planted around the country where fans could go and adopt cats (that were dressed up as cute gangsters), get movie swag, and actually meet Key, Peele, and even their co-star Method Man. 

Finally, a photo feature was created that allowed fans to turn their pets into gangstas that they could then share across social platforms. This activation had over a million uses on launch day, and continues to be used to this day by animal lovers everwhere.

Role: Director & Creative Director
Client: Warner Brothers

Role: Creative Director & Strategist
Client: Netflix

Role: Director & Creative Director
Client: Lionsgate

Role: Director & Creative Director
Client: STX

Role: Director & Creative Director
Client: STX

Role: Director & Creative Director
Client: Lionsgate

Role: Director & Creative Director
Client: Amazon Prime Video

Role: Director & Creative Director
Client: Annapurna Pictures

Be Woke.Vote was a nonpartisan voter engagement campaign built to connect with young voters through culture, not slogans. Featuring voices like Michael B. Jordan, Yara Shahidi, Jidenna, and Van Lathan, the campaign combined raw, honest conversations with accessible civic education. It struck a tone that was more real talk than red-white-and-blue—inviting people to think for themselves, not be talked at. The result felt more like a cultural moment than a PSA, reaching over 20M viewers organically, driving 500K+ site visits in the lead-up to the election, and earning coverage from outlets like CNN, The Guardian, and Complex.

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Role:Social & Creative Director
Client:Be Woke Vote

Role: Director & Creative Director
Client: Lionsgate

Role: Director & Creative Director
Client: Amazon Prime Video

Webby honored video for Mission Impossible: Fallout.

Role: Director & Creative Director
Client: Paramount Home Ent.

Original shoot starring Giovanni Ribisi to recap seasons 1 and 2 of Sneaky Pete.

Role: Director & Creative Director
Client: Amazon Prime Video

Speaking in the voice of legendary musician #CONNER4REAL (yes, in all caps), the Instagram campaign for Universal's mockumentary Popstar, channeles the character's gigantic ego through art cards designed to comment on social media and pop music culture. Social streams included Dope Shit I Buy, Dope Places I Write, Dopest Thoughts, and My Dope Life. The account is pretty much the dopest place on the internet. #CONNER4REAL

Role: Director & Creative Director
Client: Universal

Role: Creative Director & Director
Client: Amazon Prime Video

Role: Director & Creative Director
Client: Annapurna Pictures

Role: Director & Creative Director
Client: Roadside Attractions

The legendary campaign for Roadside Attractions Whitney documentary. The campaign used innovative content and surprise and delight activation to honor the life of an icon.

Role: Director & Creative Director
Client: Roadside Attractions

Role: Director & Creative Director
Client: Annapurna Pictures

For Open Road's Chef, a custom Tumblr site was built featuring gif and video content that showed off the film’s delicious appeal.

Role: Director & Creative Director
Client: Open Road

War is hell... that is unless your profiting off of it. In that case, war is a non-stop party full of drugs, money, and beautiful women. Leveraging motion graphics, gifs, and art cards the social content for War Dogs tells the story of two arms dealers who get government contract to sell arms for the wars in Iraq and Afghanistan. 

Role: Director & Creative Director
Client: Warner Brothers

Fun and ridiculous sums up the social campaign for Sponge Bob Square Pants 2. The campaign focused on the love and affection fans have for SpongeBob and his adorable friends. The social push included perfectly looped gifs, a photo bomb web app., cute social cards, and a custom epk that allowed a mouse scroll to control the play of a custom built animation, all while delivering fun EPK content like coloring books and puzzles. 

Role: Director & Creative Director
Client: Paramount

Rock the Kasbah is a character-driven story of an aging rock tour manager stranded in Afghanistan. The film had a distinctive retro, indie look & feel, but that alone wasn’t enough to capture the colorful voice of the characters and the outlandish, exaggerated narrative.  Leveraging the middle-eastern setting as a pumped up visual identity was created, perfect for social content and a digital destination.

Role: Director & Creative Director
Client: Open Road

Managing the Universal Home Entertainment’s ever-growing 1440 division, which specializes in the home entertainment release of sequels, unique campaigns were created that embraced each title’s established community, and engaged them with content that speaks for the fanboy in all of us.

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Role: Social and Creative Director

Client: Universal

Self/Less is a mind-bending thriller that dictates that immortality comes at a cost and surfaces the moral and personal questions around what one would be willing to pay. Technical and conceptual in nature, a unique visual language was devloped to simplify complex ideas while still paying homage to the beautiful cinematographic quality of the film.

Specifically, the campaign used motion graphics to not only highlight the dual identities of our singular main character, but also to showcase a stunning technological near future where identity transfer is a reality.  The result was a brand voice that captured the story and the mysterious feel.

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Role: Director & Creative Director
Client: Focus