CREATIVE+ART+DESIGN DIRECTION ◦ CREATIVE STRATEGY ◦ BRAND DEVELOPMENT ◦ INTEGRATED MARKETING ◦ EMERGING MEDIA & TECHNOLOGY
SIMPLIFY THE COMPLEX.
ELEVATE THE ORDINARY.
I’m a seasoned Creative Director with 15 years experience in design, art direction, brand development and integrated advertising/marketing. My expertise in the consumer tech, interactive entertainment, SaaS and CPG verticals delivers measurable success and award-winning creativity for my clients and agencies — visually, strategically, and insightfully.
Results are crucial, but true success is to be memorable.
XBOX GAME PASS, #HereToPlay
Client
Xbox / Xbox Game Pass
Role
Creative Director, Creative Strategy
For the global launch of Xbox’s Cloud Gaming service (an offering that lets fans play their favorite Xbox games from anywhere on their mobile devices), we teamed with an army of influential photographers & content creators from around the world. From London to Tokyo, New York to Sao Paolo, Los Angeles to Madrid–we briefed our creator partners on the campaign goals/product strategy and turned them loose in their cities to capture Cloud Gaming in it’s purest form.
As Creative Director on this campaign, my role began with developing the creative strategy, visual direction, and messaging. After a series of pitches and the greenlight from Xbox leadership, we began production where I was deeply embedded with our content creators every step of the way. From briefing them on goals and visual direction, signing off on locations, providing shotlists and delivering feedback (oftentimes with translators), these 18 artists became a part of my agency creative team.
Over the course of six weeks, we took delivery of over 1000 raw photographs and over 10 hours of raw video. This was distilled and curated into a versatile integrated global campaign rolled out across digital, OOH and social for the announce and general availability of Cloud Gaming with Xbox Game Pass in partnership with Samsung.
BATTLEFIELD MOBILE, VISUAL IDENTITY
Client
Electronic Arts / Dice
Role
Design Direction, Creative Direction
EA + Dice came to us to support the launch of Battlefield Mobile — the gritty, adrenaline-fueled mobile game inspired by the mainline console + PC franchise. Leading multiple teams of creatives and strategists with unique areas of expertise, my role was to guide and orchestrate the development of BFM’s visual identity ahead of the global launch. And with Battlefield Mobile being a seasonal live service game, our work on the primary key art, brand guidelines and modular design system needed to not only establish a unique and recognizable identity for launch, but carry forward through each future seasonal update.
The result: an ownable, compelling brand aesthetic, including primary/seasonal key visuals, logos, secondary art, and app store icons — embodying the gritty and immediately recognizable soul of the Battlefield franchise.
XBOX, SIMPLY NEXT GEN
Client
XBOX
Role
Creative Direction, Creative Strategy
Going into the Holiday 2021 marketing window, our brief was to drive awareness and consideration for Xbox Series S–the smaller, less powerful, cheaper of the two Xbox Generation 9 consoles. So, how do you make entry-level hardware feel like it’s just perfect for casual Gen Z gaming fans of Fortnite, Halo, and Rocket League? By focusing on the features that matter most–all wrapped up in a package that is affordable, fast, and most importantly, simple.
And we knew we needed to meet this audience where they consume the majority of their content. Enter Khaby Lame – the TikTok king-of-simplicity with a signature shrug that says more than a thousand words ever could.
We partnered with Khaby to produce branded organic content reaching his 150MM followers. To amplify our message, we supported Khaby’s content with out-of-home and digital placements in strategic locations – staying top of mind across various touchpoints throughout the holiday marketing window.
The result was a successful campaign that met its Xbox Series S 2021 holiday sales goals. But more importantly, it was simple, punchy, and resonant for casual Gen Z gaming fans who appreciate DIY creators and brand authenticity – further elevating Xbox's reputation among Gen Z gamers.
GEARS 5, FRACTURED
Client
The Coalition / Microsoft Game Studios
Role
Creative Direction, Creative Strategy
Going into the launch of Gears 5, we had two big challenges ahead of us. First, Gears 5 was a dramatic departure from its franchise predecessors when it came to story and character equity–abandoning focus on the burly soldiers from the previous four titles in favor of a more complex female lead. Next, Gears 5 was landing during one of the most crowded launch windows of the year–competing for attention with other household name AAA shooters.
So we needed to do something to cut through the noise, gain a groundswell of momentum and be impossible for gaming fans to ignore. We needed to help fans build an emotional connection with our complex, conflicted new anti-hero. By revealing cryptic pieces of her backstory, and giving fans just enough information to speculate, we sparked a massive organic social moment and watched the conversation and engagement unfold.
2020 Shorty Awards Winner, Best in Games
2020 PROMAX Game Awards Silver Winner, as part of the Best Overall Advertising Campaign
CALL OF DUTY, HACK IN BLACK
Client
Activision
Role
Art Direction, Design
To announce Call of Duty: Black Ops 3, Activision wanted to target the millions of people still playing Black Ops 2. Our solution was to hit the fans right where they were — inside of the game itself. The results were explosive, with millions of engagements on Snapchat and widespread speculation on the teaser content, leading to the most talked about Call of Duty reveal ever.
2016 American Advertising Awards Silver Winner
2016 Cannes Bronze Lion Winner
2016 Shorty Award Winner
SUNKIST, REBRAND & GLOBAL CAMPAIGN
Client
Sunkist
Role
Creative Director
It's quite a challenge to reintroduce the Sunkist brand (fresh citrus) to an audience that may not know who they are, what they do, or in most cases, think Sunkist is actually orange soda. So we developed an integrated campaign that was simple and earnest at its core.
With a refreshed visual identity and brand voice and a fresh creative strategy, we reintroduced Sunkist to the world. This reintroduction came to life with brand spots, digital + OOH, earned media + PR, influencer partnerships, social activations and organic content.
Please see the case study for stats and data on the success of our work.
XBOX, SOCIAL EVOLUTION
Client
XBOX
Role
Creative Direction, Creative Strategy
Going into the Generation 9 launch year, Xbox understood they were having a bit of an identity crisis on social–who the brand is, what it stands for, and what it means to be a part of the Xbox community was unclear. So, they approached us with a lofty goal–they wanted to be the best gaming brand on social media and they wanted to connect with gaming audiences in a more meaningful way.
To make this a reality, we needed to overhaul the perception of the brand with social audiences.
We needed to show up differently. We needed to stop playing it safe and start taking risks.
So we launched a revamped brand voice & persona, creative strategy, and a new visual direction–effectively repositioning Xbox as the best gaming brand to follow on social media. This strategic, creative evolution led to massive audience growth, record engagement, a shift in positive sentiment, and a community of rabid, outspoken fans.
2021 Clio Awards Silver Winner
MICROSOFT, DESIGNED ON SURFACE
Client
Microsoft
Role
Creative Director
The Designed on Surface campaign was developed to tell the story of how the Microsoft Surface devices are built for the creative professional. In 17 cities and 12 countries, we partnered with local street artists to tell this story. Over the course of 5 weeks, they created murals bringing new art to their communities using the Surface devices to shape their work. We documented the creative process and showcased the features that empower creativity across the Surface line of devices.
HAWAII VISITORS BUREAU, WFH
Client
Hawaii Visitors & Convention Bureau
Role
Associate Creative Director
In 2018, tourism from New York to Hawaii was lagging. Beyond that, our research found that New Yorkers were taking fewer vacations overall, with less than 50 percent of them using up their available vacation time. We needed a way to convince New Yorkers to leave the office and make Hawaii top-of-mind for their next vacation destination.
But, rather than try and convince proud New York workaholics to step away from their grind, we decided to let them know that Hawaii is the perfect muse to take their work to the next level.
MORTAL KOMBAT X, BEYOND KOMBAT
Client
Warner Bros. Interactive, Netherrealm
Role
Associate Creative Director
To promote the first DLC for Mortal Kombat X, we created a series of mockumentary shorts that took fans behind the game’s blood-soaked curtains to meet those who keep the Kombat going. Who prepares the illustrious fighters, treats their gory wounds, or cleans up the inevitable (and copious) blood and gore?
It's time to go Beyond Kombat to meet The Trainer, The Doctor, and The Janitor. And while these characters didn't actually appear in the game, creating them gave us a way to engage fans around the violence they love and answer the questions we've all thought about, but never really asked.
2016 American Advertising Awards Gold Winner
2016 Game Marketing Awards Gold Winner
