#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
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
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
The paid social campaign for Rambo: New Blood.
Role: Director & Creative Director
Client: Lionsgate
Role: Director & Creative Director
Client: Fox
To promote the launch of Bill Nye Saves the World on Netflix, we developed an engaging social media campaign aimed at reigniting public enthusiasm for science. The campaign featured a series of innovative and informative audiovisual content, blending Bill Nye's signature educational style with contemporary topics. This approach not only highlighted the show's relevance but also inspired audiences to actively engage in scientific discourse.
By combining nostalgic elements with modern themes, the campaign successfully bridged generational gaps, encouraging viewers to embrace scientific understanding as a tool for addressing current global challenges.
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Role: Creative Director & Strategist
Client: Netflix
Role: Director & Creative Director
Client: A24
Written by Stephen King, produced by J.J. Abrams, and starring James Franco, Hulu’s original 11.22.63 is a genre-bending adventure about time travel, love, second chances, and one of the biggest unanswered questions of our time – what would the world have been like if John F. Kennedy had lived?
For a pop culture event of this importance, the vision for the 11.22.63 campaign had to match the epic scope of the story. The social conversation was driven by beautiful art cards that inspired Stephen King devotees and anyone who ever wondered what the world might have been like if history had played out differently. 11.22.63 was given the chance to push the envelope of social media across multiple platforms and capture the imagination of the audience as it asked… ”What would you have done?”
Role: Director & Creative Director
Client: Hulu
As a celebration of Stephen King fans and conspiracy theorists of all stripes, 11.22.63 launched an Instagram campaign that encouraged fans to discover the mysteries hidden within the narrative, just like Jake Epping himself. The campaign released an exclusive illustrated poster on Instagram in twelve pieces, with hidden nods to other Stephen King titles hidden within each frame. To encourage fan participation, exclusive content was unlocked on a daily basis by finding codes hidden within the images by using a specific Instagram filter. Fans who found the codes were sent fine-art edition prints of the poster as well as a "yellow card" giving them free access to Hulu for the month.
Role: Director & Creative Director
Client: Hulu
For Hugh Jackman's last portrayal of Logan, a social campaign had to be made that matched the rawness of the film yet still celebrated the end of an era. The campaign leveraged longer form A/V pieces to reach into the psychological and emotional depth of the film. The social story also helped introduce the new face of the franchise, Laura, with content that helped explain her origins, showing her as a worthy heir to the Wolverine franchise.
Role: Creative Director & Strategist
Client: Fox Home Ent.
For Amazon Prime’s biggest show of 2018, Homecoming, a campaign was developed to tease out the mind-warping story lines of the series. Starting with minimal special shoot assets, the campaign introduced Julia Roberts and her amazing supporting cast with spots that teased fans with mystery and suspense. Employing everything from Snapchat Lenses, Facebook Chat Bots, to 3-D renders of the show’s mysterious totems, Homecoming’s presence took fans down a rabbit hole of innovative and intriguing content.
This visually striking and sublime storytelling approach helped the show become one of Amazon’s highest viewed shows to date, and still continues to take fans on a surreal journey through memory, loss, and time.
Role: Director & Creative Director
Client: Amazon Prime Video
For the movie Bumblebee, an old-school, 1980’s style trailer was cut to surprise Transformers fans on April Fool’s Day. The trailer touted a special-edition, VHS of the film that most fans thought was just a simple April Fool’s Day joke. However, this was no joke, as we sent hundreds of actual VHS’s to fans, influencers, and media across the internet.
The activation earned millions of organic impressions for the home video release for Bumblebee, as well as earning media placement on sites like ComicBook.com, Slashfilm, and NerdReport. Hitting fans of the Transformers franchise on their home turf, and nabbing a 2019 Clio Silver in the process.
Role: Director & Creative Director
Client: Paramount Home Ent.
We made YouTube Gaming’s Twitter a place to be a fan of video games and the creators who play them. By sharing creativity and spotlighting diverse subcommunities in gaming, @YouTubeGaming we provided a space to build an online gaming culture that is unique to YouTube.
We developed a brand voice that speaks as both an expert and an admirer, using the platform to share knowledge about old and new games through the lens of being gaming creators’ biggest fan.
When Disney/Pixar needed a social solution for Inside Out, they wanted to know how to elevate the story of an 11-year girl, Riley, whose world gets turned upside down when her family moves to a new city. Five characters represented her mind: Joy, Fear, Disgust, Anger, and Sadness— each one vying for control of Riley’s thoughts as she navigates the uneasy feelings of moving from a idyllic small town to a cramped, dirty city.
The key idea for the campaign was that Riley was merely the setting for the movie, and it was the emotions living in her head deserved the spotlight. With this approach, the campaign tapped into to the complexity of her emotions and how they affected Riley’s mood as she traversed through this crisis in her life— a story all of us can relate to.
This strategy led to a successful 360 campaign complete with cross-platform social content, an EPK site, and a Tumblr that featured a UGC fan-art contest, a first for Pixar. Ultimately, the campaign made Inside Out the number one opening for an original movie in history. To top it off, Inside Out won a Gold Communicator Award for excellence in social media—Riley couldn't have been more ecstatic.
Role: Director & Creative Director
Client: Disney/Pixar
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: Universal
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
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
Saban needed a viral hit to coincide with the theatrical release of the classic tweenage show, Mighty Morphing Power Rangers. To help them reach new audiences, along with loyal-longtime fans, we made a series of cat-tastic internet shorts called Might Morphin' Meower Rangers, which featured adorable cat actors as the Rangers themselves. The series immediately set the internet on fire with it's absurdist humor and adorable cat puns, and has generated over 20 million views. Meower Rangers was even featured on the famous meme Instagram account FuckJerry. Pretty purrfect.
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
