smart, beautiful, next.

You're here because someone handed you a mission—find a top-tier creative leader. Someone who can guide internal teams, inspire the future of your brand/clients, and help drive business forward.

That’s exactly what I do.

the quick :

20+ years leading creative at the intersection of brand, experience, and culture
Award-winning work across identity, campaigns, experiences, and content
Led teams serving Apple, Adidas, Nike, Google, Amazon, and more
I help brands capture hearts—and wallets—with meaning, clarity, and craft
Worked where product meets service, sport meets culture, and storytelling meets commerce
A storyteller with a scientist’s brain—verbal, visual, and experiential

me.

I’ve spent my career helping brands shape the way they show up in the world—whether that’s through identity, campaigns, film, photography, experiences, digital, or anywhere creativity needs to lead.

Uniquely, I’ve partnered directly with C-suite executives to translate vision into actionable brand platforms, internal alignment, and market-moving ideas. My role often sits at the intersection of storytelling, strategy, and execution—ensuring the big idea connects all the way through to the smallest detail.

I’m a dynamic leader—equally comfortable presenting to an audience of hundreds, coaching a team of ten, or sitting one-on-one to help nurture the next generation of creative talent.

Curiosity drives me. I’m endlessly fascinated not just by how things look, but how they work—whether it’s the mechanics of a brand system, the physics of a space, or the psychology of an audience.

I believe great creative happens when imagination and precision meet—and I’ve built a career delivering just that.

BRAND STRATEGY

Creative without strategy is just decoration.

I help brands find their center of gravity. Whether I’m working with founders or Fortune 100 leadership teams, my role is to translate vision into clarity—defining what the brand stands for, how it behaves, and how it scales. From positioning to purpose to messaging frameworks, I help unlock the creative and commercial potential of brands ready for what’s next.

BRAND IDENTITY

Make it look like it matters.

A great identity doesn’t just show up—it signals. It tells your customers who you are before you ever say a word. I’ve led the development of brand systems that are as functional as they are emotional—flexible enough to scale but distinct enough to stand apart. From logos to full brand architectures, I build identities that feel inevitable.

CAMPAIGNS

Big ideas. Built to move.

Great campaigns live where brand, culture, and commerce overlap. I’ve shaped and led campaigns that connect across channels—turning strategy into story, and story into momentum. From seasonal campaigns to evergreen platforms, I craft ideas that show up with clarity, creativity, and commercial impact.

EXPERIENTIAL + EVENTS

Brands don’t just tell stories—they stage them.

I’ve designed and led experiential work that turns ideas into living, breathing experiences. Whether it’s a stadium, a brand center, a pop-up, or a global event, I help brands create spaces that connect—physically, digitally, and emotionally. From concept to construction to content, I know how to bring it all together.

FILM, MOTION, & PHOTOGRAPHY

Capture it. Move it. Make it matter.

I believe story lives in motion and image as much as in words. I’ve directed and produced content across film, animation, and photography—partnering with world-class crews and creators. Whether the job calls for documentary-style authenticity, cinematic storytelling, or punchy social-first assets, I build visual narratives that stick.

DIGITAL & SOCIAL

Fast, fluent, and built for the scroll.

I’ve spent my career shaping how brands show up in the digital world—across websites, apps, campaigns, platforms, and social ecosystems. My approach balances storytelling with usability, brand with behavior, and relevance with rigor. From digital products to content systems, I help brands connect in the now.

EXECUTIVE COMMUNICATIONS

Creativity at the executive table.

I’ve been a trusted creative partner to executives, helping translate vision into action—internally and externally. I’ve led initiatives that drive internal alignment, brand transformation, and thought leadership. Whether it’s a keynote, a manifesto, a transformation roadmap, or a culture-building campaign, I help leadership tell the right story at the right moment.

HIGH FIVES–HIGH STANDARDS

At the core of everything I do is energy.

I bring optimism, curiosity, and momentum to every room I’m in. I believe the best work happens when the team is locked in—collaborating, building, laughing, pushing, and winning together. Creative is supposed to be fun. Challenging? Yes. Demanding? Absolutely. But when it’s firing, it’s electric.

If you’re ready to create work that’s smart, beautiful, and built for what’s next—let’s go.

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.

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

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.