I build brands
that break through
and win.

Brand Vision for the AI Era

Built a new brand for a PayPal Ventures-backed startup from scratch: strategic positioning, go-to-market narrative, creative direction and a product launch that attracted over 1 million users in six weeks for Newton, one of the first agentic finance experiences for consumers. Led a nimble marketing team, regional agencies and AI-native partners to set high standards of campaign design, art, copywriting and craft worldwide. Created the "Secure the Future" global content and event series with creative, finance and tech partners across the US, Korea, Singapore and Vietnam. Disrupted a screen-heavy conference with a wordless, analog "unbooth" experience that won the event.

Creative Direction and Strategy for Global Icons

I lead a creative & strategic consulting practice for brands and artists at critical growth moments: brand launches, campaigns and nimble playbooks built at startup speed. The Madhive rebrand that fueled a $300M raise and $1B valuation. The "Love, Chuck" global brand playbook for Converse that activated internal and external teams across TV, social, talent and every retail tier. Experiential brand and creator launches for Amazon Prime Video at ComplexCon and across LA. The "Change Like a Pro" switch campaign for Wella. Additional clients include Nike, Diageo, Target and Uniqlo.

Culture and Commerce at Scale

Oversaw creative teams and external vendors across in-house agency and editorial projects. Created breakthrough "That's the Mix" partnership for McDonald's, Sprite and Spotify that generated 1B+ impressions in a week, directing both social and in-store creative across fountain, signage and co-branded apparel. Established the playbook that McDonald's used for their social + retail collabs with Travis Scott, BTS and Cardi B. Led strategy and creation of the long-running "Our Soccer" brand platform for MLS across TV, social and partnerships that contributed to their $2.5B Apple TV streaming deal. Directed a unique branded content and packaging campaign for Pabst Blue Ribbon featuring Def Jam founding creative director and fine artist Cey Adams, launching National Mural Day. Orchestrated Sonos "Song Stories: Bowie" global product launch in NYC, Berlin and London with Mick Rock, Paul Gorman and the David Bowie estate.

The First Instagram Brand Campaign

Led creative teams and external vendors across the global WPP network on special projects for Instagram. Co-created "Find More to Heart," Instagram's first brand campaign and creator platform. Led teams of writers, art directors and curators to discover and feature creator talent. Directed innovative projects bridging AI and machine learning with platform marketing. Collaborated on #ShareBlackStories with Issa Rae, Jade Purple Brown and Temi Coker.

The Agency of the Decade Era

One of R/GA's first CD/Writers during the Agency of the Decade era. Led global work to write the history of every Air Force 1 for the "1THOLOGY" project, which was selected by Virgil Abloh from the Nike archive and featured in his Off-White x MoMA collaboration. Created Nike's first YouTube channel, blog and podcast. Directed Nike Basketball campaigns featuring Kobe, LeBron and Rakim. Won Cannes, Clio, LIAA, One Show and Webby honors.