smart, beautiful, next.
I’ve always followed curiosity.
It’s what first pulled me toward bioengineering, and later into design. It’s what drove me to explore how systems work—biological, digital, emotional. And it’s what’s powered my two-decade journey as a creative leader: translating big ideas into brand stories that resonate, scale, and stick.
I’ve spent 20+ years helping brands move from complexity to clarity—from scrappy startups finding their voice to global giants stepping into bold new chapters. Along the way, I’ve led high-performing creative teams, launched campaigns that changed business trajectories, and partnered closely with executive leadership to bring their visions to life—beautifully, strategically, and with impact.
At my core, I’m a storyteller. But not just for screens or slogans—for people, leaders, and companies trying to make something meaningful. I help shape not just what a brand says, but how it shows up—across identity systems, digital ecosystems, physical environments, and the connective tissue in between.
My process is immersive, collaborative, and insight-driven. I ask questions. I challenge assumptions. I find the emotional thread inside strategic ambition—and build from there. Whether I’m developing a campaign, directing a film, or guiding a retail experience, I bring structure to vision, energy to process, and momentum to the work.
I’ve worked across industries—from fintech to lifestyle, tech to sports—with clients like Adidas, Apple, Nike, ATB, and emerging leaders you haven’t heard of… yet. My background spans film, digital, web, app, photography, print, and physical experience—giving me a uniquely full-spectrum view of what it takes to build and evolve modern brands.
This site offers a glimpse of selected work - some of the thoughts I’ve had, shared, or helped bring to life—through strategy, storytelling, and collaboration.
For deeper access—or a conversation about what you’re building—reach out directly. Due to client confidentiality, full project archives are shared via secure link.
Let’s build what’s next.
Athletics
What does it mean to bring 70 years of history into the future?
That was the challenge when I partnered with the leadership teams at the Oakland Athletics and Legends to help shape the next chapter of the franchise. This wasn’t just a project—it was a bold bet on the future of the fan experience. I led creative across physical, digital, and immersive platforms to design a brand center that could inspire fans, attract partners, and serve as a prototype for a future stadium experience.
Working hand-in-hand with architects, fabricators, and the A’s internal brand team, I helped craft stories that honored the team’s legacy while unlocking new ways to experience the game. From interactive displays to community spaces to a digitally-enhanced Hall of Fame, we didn’t just imagine what’s next—we built a blueprint to get there.
Much of this work hasn’t hit the public yet, but I’m proud of what we created. If you're curious, let's talk.
Culture Shock
If the product leads the pack, the brand should feel like it.
I partnered with their founding team to reposition and reimagine their identity—from logo to packaging to retail presence. We focused the story around their biggest differentiator: whole fruit. No syrups. No shortcuts. From that insight, we built a visual and verbal system that could elevate the brand from local standout to shelf-worthy contender.
I guided the creative through rounds of exploration, helping the team land on a system of crafted fruit patterns and bold storytelling—designed to appeal to a more design-conscious, health-savvy audience. The result? Their first production run paid off initial loans. The second funded expansion. And the third launched their new Hard Kombucha line.
Growing everyday, not much is going to get in the way of this brand once that Hard Kombucha hits coolers this summer.
Adidas Basketball
Adidas Basketball had a tight, scrappy internal team—and I loved working with them.
Together, we developed a narrative that shifted the spotlight from individual players to the connective energy of the game. It was about the team. The fans. The culture. This ethos shaped our storytelling from NCAA partnerships to NBA All-Star weekends.
As a creative lead, I worked across channels—social, digital, retail, experiential, and events—to deliver everything from playoff activations to Draft campaigns to world tours. All-Star Weekend was a centerpiece. From Vegas to NOLA to LA, we turned cities into immersive celebrations of basketball culture.
It was fast-moving, deeply collaborative, and rooted in a love for the game.
ATB Financial
It’s Your Money, Not the Bank’s
ATB’s brief was simple: help us evolve for a mobile-first, fintech-forward future. The truth? They weren’t quite ready.
So before we tackled the brand, I partnered with executive leadership to rethink the foundation. Internally, culturally, structurally—we started with transformation. I helped articulate a new point of view: the money doesn’t belong to the bank. It belongs to the people. From that shift, everything followed.
We eliminated fine print. Outlawed red and black. Elevated the customer voice. I led creative and strategic teams to build new messaging frameworks, visual systems, and internal tools to empower teams across the org. At the same time, we chipped away at external expression—broadcast spots, retail environments, UX, in-branch experiences—everywhere the brand touched customers.
The work gave ATB a new reason to believe—and a clearer, bolder way to show up in the world.
Adidas Running
Running Is Sexy, Social, Fun
Before this work, running was often portrayed as a solo struggle—painful, serious, even joyless. Adidas wanted to change that. So we did.
I worked alongside global brand leadership to reposition Adidas Running for a new era—one that was colorful, expressive, social, and inclusive. We moved away from matchy-matchy gear and lone-wolf marathoners, and instead built campaigns around community runs, bold colors, and headlines that said: running is for everyone.
The shift wasn’t just visual. It was strategic. I helped shape a more inviting story that spoke to casual runners and hardcore athletes alike—laying the groundwork for product breakthroughs like Boost and miCoach. Together, we delivered toolkits, campaigns, and activations across digital, retail, film, app, and live events. And we helped Adidas gain real ground in a category long dominated by competitors.
It changed how people saw running—and how Adidas showed up for them.
San Jose Earthquakes
Rebirth 40 Years in the Making
The Quakes had a legacy—but they needed a future.
When the team returned to San Jose, I was brought in to lead a full rebrand—identity, voice, kits, campaigns, stadium, the works. I worked with club leadership to define what the Quakes stood for, where they came from, and how they could reconnect with their fans.
We built from the inside out: a brand anthem, a fresh visual identity, and a manifesto that bridged past and present. Then we brought it to life across every touchpoint—OOH, digital, broadcast, merch, stadium environments, and community engagement.
It was a chance to tell the story of American soccer’s roots and rewrite what the future could look like.
Adidas Brand Platform
Adidas was cashing on fire. We helped turn it into an inferno.
Building on momentum from category breakthroughs in Basketball and Running, I partnered with the brand’s executive team to create a unifying global platform: Here to Create. What started as an internal brand alignment effort evolved into a comprehensive strategy to guide storytelling across every category and region.
I helped shape the core narrative, working with cross-functional leaders to ensure the platform could flex from Originals to Performance, from Tokyo to São Paulo. We developed internal tools, brand campaigns, and creative frameworks that unified teams and unlocked faster, more consistent execution across digital, retail, film, product, partnerships, and live events.
Over several years, this work supported Adidas’ growth from $5B to $22B—while helping every team stay focused on what they were really building: culture.
Adidas Executive Strategy
The Future of Sport
Some of the most important work doesn’t always show up in ads.
As a strategic partner to Adidas’ executive and innovation teams, I helped lead internal thought leadership platforms focused on the future of sport. In addition to product launches, campaign platforms, and partnerships, we tackled topics like gender equity, youth access, mental health, and environmental impact—working across departments to shape messaging, align teams, and spark action.
This was purpose-led work. Less about campaigns, more about culture. I helped develop storytelling frameworks, executive communications, and internal campaigns that turned broad themes into focused initiatives—making complex, sometimes uncomfortable topics easier to engage with.
It was behind-the-scenes work with a front-line mission: help sport grow in the right direction.
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If you like what you see and want to dive deeper into the stories behind the work, reach out and let’s grab some time together.
