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 Vietnams. Disrupted a screen-heavy conference with a wordless, analog "unbooth" experience that won the event

Creative Direction and Strategy for Global Icons

Started a creative & strategic consulting practice for brands and artists at critical growth moments: The Madhive rebrand that contributed to a $300M raise and $1B valuation. The "Love, Chuck" brand strategy and campaign direction for Converse that activated a global creator network. Immersive launches for Amazon Prime Video at ComplexCon and around LA. Additional clients include Nike, Diageo and Uniqlo.

Culture and Commerce at Scale

Oversaw creative teams and external vendors across in-house agency and editorial projects. Created "That's the Mix"—a breakthrough partnership between Sprite, McDonald's and Spotify that generated 1B+ impressions in one week and became the creative blueprint for McDonald's collaborations with Travis Scott, BTS and Cardi B. Created the long-running "Our Soccer" brand platform for Major League Soccer that contributed to their $2.5B Apple TV streaming deal. Led Sonos "Song Stories: Bowie" global product launch in partnership with 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..

Building the Agency of the Decade

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.