selected work
CREATIVE STRATEGY
ART DIRECTION
DATA-DRIVEN
BRAND MANAGEMENT
ANIMATION
MOBILE
DOOH
ROAS INCREASE
10x
$10.2mm
INCREMENTAL SALES
6.5%
SALES LIFT
SC Johnson OFF!
2024 - 2025
A two-year data partnership using weather as a creative strategy — turning real-time environmental signals into emotionally resonant brand moments for OFF! mosquito repellents.
ART DIRECTION
VISUAL STORYTELLING
DATA-DRIVEN
BRAND MANAGEMENT
ANIMATION
DOOH
SOCIAL
BRAND AWARE LIFT
9.2%
PURCHASE INTENT LIFT
17.3%
IMPRESSIONS
15 mil
e.l.f. Glowstorm
2022
Weather-triggered creative for e.l.f. Cosmetics' viral Halo Glow Liquid Filter restock — running across the Weather Channel app and DOOH displays, adapting in real time to local conditions.
CREATIVE OPERATIONS
BRAND GOVERNANCE
BRAND SYSTEMS
INFORMATION DESIGN
Creative Systems
Process, Workflow & Documentation
The operational infrastructure behind hundreds of campaigns a year: brand documentation, product spec decks, and a workflow mapping exercise that resulted in 30% time savings across campaign lifecycles. This page is password protected.
VISUAL STORYTELLING
RETOUCHING
TYPOGRAPHY
PRODUCTION DESIGN
Film & TV
Key Art and Entertainment Marketing
Theatrical key art, trade campaigns, and FYC advertising for prestige film and television, including work for PBS, HBO, Sundance Selects, and Magnolia Pictures. High-stakes visual storytelling where every image carries the full weight of a story.
ART DIRECTION
BRAND IDENTITY
AI WORKFLOWS
COPYWRITING
VIDEO
Rocket Fuel
AI-Powered Brand Design
Rocket Fuel is a fictional coffee brand I built from scratch using only AI tools — from brand positioning to final commercial. A structured experiment in discovering where generative AI genuinely helps, where it falls short, and what it means for how I work.