For 7UP’s global rebrand, “UPliftment” served as the central idea—shaping a refreshed tone and visual identity across every touchpoint. The concept came to life through fluid camera movement, bright CG elements, and warm, sunlit imagery. Paired with the brand’s iconic green and playful, zesty details, the result was a confident, modern system that felt distinctly 7UP while inviting a new generation of consumers into the brand world.
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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 quick-hit creative built for the internet—not traditional broadcast—which helped Tubi stand out in one of the most crowded media moments of the year.
That momentum carried into 2023, when we launched the Cannes Lions–winning Super Bowl IAT campaign. The spot playfully hijacked viewers’ screens mid-game, sparking massive conversation and positioning Tubi as the streamer that doesn't play by the rules. From there, we expanded our partnership—leading media strategy for the 2025 Super Bowl and helping define how Tubi shows up across platforms.
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Role: Director of Strategy
Client: Tubi
#MinecraftMuseum: A Trillion Views Celebration
To celebrate Minecraft content surpassing 1 trillion views on YouTube (yes, that’s a million millions), we launched a global campaign that honored the creators and community who helped build this cultural milestone.
At the heart of the activation was the #MinecraftMuseum—a digital exhibition that lived on the @YouTube Instagram channel, rolling out across 12 carousel posts. Built in partnership with 20 of the biggest creators on the platform, the museum featured more than 59 original pieces of content that celebrated the history, evolution, and creativity of the Minecraft community. Each piece was designed to feel like a love letter to the fans who made that trillion possible.
The celebration kicked off with a custom animated video featuring Minecraft’s top creators (as their in-game avatars), set to a re-recording of the iconic track We Built This City. The video debuted as the #1 trending video on both YouTube and Twitter.
Results:
Instagram @YouTube — 162M impressions | 799K+ engagements
Twitter @YouTube — 82M impressions | 1.6M+ engagements
Twitter @YouTubeGaming — 183M+ impressions | 12.4K+ engagements
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Role: Director of Brand Social, YouTube
Client: YouTube
Meta x Ray-Ban launched with a simple challenge: how do you introduce smart glasses in a way that feels less like a gadget and more like a lifestyle? Working closely with the IAT team, we helped define the right audiences, uncovering early adopter subcultures where fashion, tech, and creator behavior intersect. From launch through the 2025 Super Bowl campaign, strategy shaped every touchpoint—guiding influencer partnerships, creative tone, and platform decisions to ensure the brand felt native, not forced.
That work also sparked broader impact across Meta. By examining how influencer and partnership efforts were managed internally, we uncovered opportunities to streamline across teams and drive consistency across the company’s creator ecosystem. Looking ahead, 2025 is set to bring even more cultural reach, including a Red Bull x UFC activation at the Las Vegas Sphere and a Boiler Room sponsorship in France—two moments designed to deepen the product’s presence in sport, music, and global subculture.
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Role: Director of Stratgey
Client: Meta x Rayban
As Tubi deepened its efforts to connect with Gen Z, we led cohort research that uncovered a clear gap between what younger audiences were being served and what they actually wanted. This generation wasn’t craving polish—they wanted unpredictability, humor with layers, and content that mirrored the chaos of their digital lives. That insight opened the door for something bigger: Tubi invited us to pitch an original show rooted in this understanding. The result was Z Suite, a surreal, sketch-style series made for the scroll, not the stage.
We introduced it with a fast-cut, deliberately chaotic Super Bowl spot designed to feel more like something you’d stumble on at 2 a.m. than a polished ad break. Its offbeat, meme-fluent tone caught viewers off guard—prompting real-time reactions ranging from confusion to curiosity across social. In a night packed with million-dollar polish, Z Suite stood out by leaning into the weird, helping Tubi connect with a generation that doesn’t just consume 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.
Role: Director of Brand Social, YouTube
Client: YouTube
For the relaunch of Cosmos, one of the most ambitious television events in broadcast history, I was tasked with creating the main title design for the series. My creative concept was rooted in a simple but expansive insight: the universe is in our eyes. From that idea, I built a visual identity that mirrored the show’s core themes—connection, wonder, and the scale of human curiosity.
The design went on to earn an Emmy nomination and played a central role in the series' global launch, which became the largest simultaneous rollout of a TV show to date—premiering across 10 Fox networks in the U.S. and airing on 220 channels in 181 countries.
Beyond the screen, the title design extended into a global visual campaign, appearing on billboards, in print, and across digital and social platforms worldwide.
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Role: Title Designer
Client: FOX / National Geographic
What began as strategy leadership on a $10M paid media campaign grew into a $40M investment—driven by insights into Gen Z women and their shifting views on dating. Research revealed growing fatigue with swipe culture and a craving for more authentic, playful connection. These insights reshaped Tinder’s approach, expanding efforts into brand, user acquisition, and product-driven storytelling.
Most recently, this led to a first-of-its-kind collaboration with OpenAI: a voice-based flirting game powered by generative AI. Users receive a deck of character cards—each with a unique persona and meet-cute scenario—and must use their voice to charm the bot into a date. To build pre-launch hype, we partnered with Twitch creators like Brooklyn Frost and Vinnie Hacker to stream the game live, tapping into creator culture to drive curiosity and early engagement. The experience scores performance and offers real-time coaching, reframing Tinder as a space to match, play, and grow.
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Client: Tinder
Role: Director of Strategy
The Clio Gold winning campaign for Paramount’s A Quiet Place.
Role: Director & Creative Director
Client: Paramount Home Ent.
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: Creative Director, Director of Social
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
When Disney/Pixar approached us to build a social strategy for Inside Out, the challenge was how to elevate the emotional complexity of an 11-year-old girl, Riley, as she adjusts to life in a new city. The story unfolds through five emotions—Joy, Fear, Disgust, Anger, and Sadness—each competing for control of Riley’s reactions as she navigates change and uncertainty.
The breakthrough came in treating Riley not as the main character, but as the setting. The emotions were the true stars, and the campaign leaned into their personalities to reflect the inner chaos of growing up. This lens gave us a platform to explore mood, identity, and empathy in a way that resonated across age groups.
The result was a 360 campaign that spanned cross-platform social content, an EPK site, and Pixar’s first UGC fan-art contest via Tumblr. Inside Out went on to earn the biggest opening weekend for an original film in history—and picked up a Gold Communicator Award for excellence in social media along the way. Riley (and Joy) would be proud.
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Role: Director & Creative Director
Client: Disney/Pixar
To promote Amazon Prime Video's 2018 psychological thriller Homecoming, starring Julia Roberts, we developed a multifaceted social media campaign that immersed audiences in the show's enigmatic narrative. With limited special shoot assets, we crafted content that introduced the stellar cast and teased the series' suspenseful themes. Innovative tactics included Snapchat Lenses, Facebook Chat Bots, and 3D renders of the show's mysterious symbols, leading fans through an engaging digital journey. This visually striking and immersive approach contributed to Homecoming becoming one of Amazon's most-watched shows, offering audiences a surreal exploration of PTSD, memory, loss, and time.
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Role: Director & Creative Director
Client: Amazon Prime Video
Role: Director & Creative Director
Client: Fox
The paid social campaign for Rambo: New Blood.
Role: Director & Creative Director
Client: Lionsgate
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.
As the lead on brand voice for @YouTubeGaming, I helped turn one of YouTube’s most passionate communities into a true cultural hub. We shaped a tone that spoke with the audience—equal parts expert and fan. Whether we were breaking down game lore, reacting to wild play-throughs, or championing creators across genres and platforms, our voice celebrated the culture of gaming on YouTube.
The account became a space where fans, creators, and communities could see themselves reflected—amplifying everything from nostalgic deep-dives to fresh indie moments, and always highlighting the people behind the controller. It wasn’t just about gaming; it was about belonging in gaming.
Role: Director & Creative Director
Client: STX
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
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.
Role: Director & Creative Director
Client: Lionsgate
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: 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
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
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.
Role: Director & Creative Director
Client: Annapurna Pictures
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
Role: Director & Creative Director
Client: Amazon Prime Video
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.
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: Creative Director & Strategist
Client: Netflix
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
Role: Director & Creative Director
Client: Be Woke Vote
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
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
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.
Role: Director & Creative Director
Client: Focus
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.
Role: Social Art Director
Client: Nintendo USA
