Speed is everything in competitive gaming. It was also the problem when SCUF launched its first pro-level PlayStation 5 controller. Post-pandemic shortages delayed the launch, and with over 70% of the brand's audience on Sony's console, demand was through the roof.
We launched Reflex with the "Be Unstoppable" campaign. The idea: the controller made players so much faster that NPCs couldn't keep up. They were getting defeated at record speed and needed a moment to process their frustrations. The full-funnel campaign led with paid media and social, while organic content, email, and influencer activations reinforced Reflex as the competitive controller worth the wait.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, Design, and Copywriting
Company: SCUF Gaming
The FIFA World Cup Trophy is one of the most recognizable icons in sport. Coca-Cola brought it to 91 cities across 52 countries, giving fans who'd never attend a match the chance to stand face to face with it. Our job was to design an experience around that moment and scale it globally.
We adapted Coca-Cola's FIFA design language across every surface: the 737 that carried the Trophy and our team, the activation footprint, and every interaction inside. Juggling crews entertained fans in queue. Football skill challenges like our robot goalie built anticipation. Personalized Share-a-Coke moments were captured on camera at social content stations. All of it led to the main event: your own photo with the actual World Cup Trophy. The brand gave fans access without overshadowing the moment they came for.
Global Results:
91 cities, 52 countries, 6 continents
10B+ earned media impressions
65M+ social interactions
300K+ fan photos with the Trophy
US Event Results:
2.8M+ social impressions
330M+ media impressions
11K+ custom Share-a-Coke samples
11K+ fan photos with the Trophy
Role: Creative Director
Contribution: Creative Strategy, Experiential Design, Content System
Agency: Havas Sports & Entertainment
After completing SCUF’s global re-brand, we reimagined our e-commerce website from an entirely new perspective. While our pro-gaming controllers are known for their outstanding performance, our site was not.
With over 20M unique visitors a year, we needed to streamline the shopping journey, redefine our customization tool, and redesign the site’s UI from the ground-up all in a concerted effort to ensure we weren’t “leaving money on the table” – as they say. And, with over 80% of our traffic coming via mobile, we needed to optimize our experience for smaller screen sizes and faster load times.
The result was a responsive site built for efficiency, speed, and sales performance. The updates increased conversion 23%, reduced bounce rates by 15%, reduced page speed below 2 seconds, increased our AOV by 10%, all while averaging $90M of revenue annually.
In addition to the site’s original redesign, I’ve led all UX/UI design, wireframe development, creative asset, copy and content creation ever since.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, UX/UI Design, and Copywriting
Company: SCUF Gaming
For a brand that only celebrates every five years, their anniversary playbook had gone stale: stages with cover bands, outdoor dealer-style displays, rally rides, rinse and repeat. We saw an opportunity to reconnect with the culture that made Harley iconic in the first place.
Our strategy centered on modern moto culture and the younger riders reshaping it. We built a five-day festival rooted in rallying, racing, and riding: moto-circus, hill climbs, indoor flat track, beach racing, and neighborhood takeovers that became destination street parties. Art installations, invitational bike builds, live music, and a nationwide content series let riders tell their own stories.
Results:
88 events across 27 venues
260K+ attendees
43M+ social video views
200M+ media impressions
6.5K+ parade riders
Role: Creative Director and Client Lead
Contribution: Creative Strategy, Experiential Activation, Design, and Content
Agency: Havas Sports & Entertainment
The world of gaming isn’t measured in hours, minutes, or even seconds... it’s measured in milliseconds. It’s the difference between delivering a sniper bullet, or taking one. Between breaking a tackle, or having your ankles broken. Between being remembered forever, or forgotten instantly. So, what’s millisecond worth? Everything.
Redesigned from the ground up, SCUF Instinct was the first next-gen console controller to come out of the brand. Every aspect of the design lives up to its name delivering quicker reactions, faster gameplay, and better performance.
A teaser campaign built the anticipation and our launch campaign flighted across owned and paid channels, supported by our roster of passionate influencers through their content channels. Paid spots, original targeted content, product feature videos, social awareness and education drove consumers to our product landing page for a streamlined shopping experience.
Our day one sales delivered the highest grossing product launch in the company’s history – achieving 5x the originally forecasted revenue. With PR and influencer reach exceeding 423M, social impressions surpassed 3.7M, and our content pieces generating 423K views, well let’s just say that’s not a bad first day for the next-generation.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, and Design
Company: SCUF Gaming
Nearly 70% of cruisers are repeat customers, and 40% are active loyalty members who spend 25% more per trip. For Royal Caribbean, the Crown & Anchor Society isn't just a perk, it's a major revenue driver. But the program's outdated visual identity didn't reflect that value. The tired script typography and disconnected branding made the company's most important customers feel like an afterthought, completely misaligned with the innovation and sophistication of Royal Caribbean's modern fleet.
We rebuilt the program's visual identity from the ground up, creating a clean, contemporary system that matched the elevated onboard experience. Then we launched it with a campaign that reminded members why they keep coming back: the moments they share with the people they love. The rebrand included a full identity system and guidelines, email templates, digital assets, onboard signage, and launch campaign materials.
The work established a modern foundation for Crown & Anchor Society, repositioning Royal Caribbean's loyalty program as a premium, experience-driven platform built for the brand's most dedicated cruisers.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, Copywriting, Design
Agency: Ogilvy
Harley riders already know what a Harley is. When the Milwaukee-Eight landed as the most powerful engine in the brand's history, the temptation was to lead with specs. We didn't. We built the campaign around a simple truth: riding a Harley isn't about what the machine does. It's about what it reminds you of why you ride in the first place.
The Milwaukee-Eight became the enabler, not the hero. Our creative flipped the narrative from horsepower and torque to the emotional, personal experience of riding itself: the sensation, the freedom, the ownership that riders earn rather than buy.
With 1,400 dealers worldwide as the destination, we owned the full ecosystem. Paid ads, digital assets for web and email, test ride and open house event materials, dealer signage, and a 48-page dealer playbook that guided staff training, creative placement, and event execution from coast to coast.
Role: Creative Director and Client Lead
Contribution: Creative Strategy, Art Direction, Design, and Copywriting
Agency: Havas Sports & Entertainment
The original client brief was frankly pretty boring: "Build out a shipping container or two to create a mobile museum." We had a better idea.
Celebrating the 100th anniversary of Coca-Cola's iconic Contour Bottle deserved more than a static display. We created an immersive, multi-sensory journey exploring the bottle's influence across 20+ artists, including Andy Warhol, Norman Rockwell, and Clive Barker. We built two traveling exhibits that visited 15 countries over 62,000 miles. Each featured priceless paintings, sculptures, historical artifacts, and interactive moments showcasing the Contour Bottle's lasting imprint on art, design, and pop culture.
I also conceived a sculptural installation inspired by the original design brief: "even if broken, a person could tell at a glance what it was." The deconstructed Contour Bottle only appeared complete from one precise viewing point, an oversized optical illusion that brought that 100-year-old idea into physical form.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, and Design
Agency: Havas Sports & Entertainment
After over a decade of declining membership, the Scouts were losing ground to youth sports, after-school clubs, and video games. The brand felt outdated, and recruitment tactics that once worked had gone stale. The organization believed kids joined for service, leadership, and ethical values built over a hundred years. But our research revealed something different: kids weren't signing up for moral lessons. Instead, they wanted to be outside. Camping, fishing, climbing, learning to survive in the wild with their friends.
That insight became our campaign: "Be one with the wild." Instead of targeting the parents, we spoke directly to the kids with high-impact posters in their school hallways and flyers in their take-home folders. The initial beard campaign sparked national conversation. The following year, I led the critter campaign, covering scouts head to toe in the wild and proving the platform had staying power while earning global attention.
Results:
11% increase in recruiting YoY
16M+ Global impressions
975K+ Unpaid mentions
70+ Media outlets recognized
13 Addy Awards
1 Effie Award
Role: Creative Director
Contribution: Creative Strategy, Art Direction, and Design
Agency: Ogilvy
vitaminwater needed an iPad app for their global testing vehicles (GTV's) to educate consumers on their brand, select a product to sample and showcase their new global "hydration only better" campaign. Upon approaching the GTV, the consumer is asked to play the thumb-a-lyzer. The thumb-a-lyzer was designed to "read your mood" and suggest a variety of vitaminwater based on that result. The consumer was then given a sample of that variety and become hooked for life.
Role: Creative Director
Contribution: Creative Strategy, Art Direction, and Design
Agency: Ogilvy
No one had heard of Zoosk.com. The brand had no awareness, no ranking among top dating sites, and was entering a category drowning in testimonials about finding "the one." But not everyone is looking for that. Our research showed plenty of people just enjoy dating, and no one was speaking to them.
Instead of selling perfect matches, we leaned into the reality of dating. Profiles are highlight reels. Expectations rarely match real life. Using humor and dating stereotypes, we positioned Zoosk as the platform that actually understood what modern dating feels like. Each touchpoint amplified the same comedic truth: dating is unpredictable, awkward, and sometimes absurd.
The campaign launched across paid, social, digital, audio, and out of home. The work catapulted Zoosk to the fourth most used dating site behind eHarmony and Match.com in the first 90 days while taking home several industry awards.
Results:
+300% brand awareness
+70% daily membership sign-ups
+250% revenue growth in the first year
1.8M+ video views ("Dart" spot)
6M+ new subscribers in 90 days
Effie Award Winner
4x Addy Award Winner
Telly Award Winner
Role: Associate Creative Director
Contribution: Creative Strategy, Art Direction, Copywriting, and Design
Agency: Ogilvy
We were tasked with creating an impactful display and experience that told the GoPro product story on one of the world's largest stages: CES. With long-time partner ASTOUND, we developed a consumer journey that replicated the capture, create and share experience of using a GoPro. GoPro content played on environmental screens that lined the space to engage and inspire the audience. Interactive product displays, featuring dynamic mannequins, held GoPro gear and accessories. One of a kind GoPro vehicles, meeting rooms and a theater space for larger than life product demonstrations completed the experience.
As GoPro’s largest activation to date, the experience quickly became the talk of CES. The booth was awarded the Gold from Event Marketer in the Best Trade Show Exhibit category.
Concept Renderings
As with a lot of pitches that lead to new business wins, the concept didn't exactly meet reality. Through months of development our initial ideas shifted along with the brands objectives of the experience. While the ideas of virtual GoPro style experiences like the gravity drop, quadcopter flight zone and virtual surfing didn't make the cut, the original consumer journey, aesthetic and scalable design certainly did.
Role: Creative Director
Contribution: Creative Direction and Experience Design
Agency: Havas Sports & Entertainment
We were tasked to create a product experience for Cotton that launched their partnership with singer/actress Hailee Steinfeld. The national tour hit malls around the country and highlighted retailer specific Cotton products while driving awareness and traffic to those stores. Appearances from Hailee herself generated excitement and provided consumers – and her fans – with an up-close and personal experience.
Our team developed the concept, directed the photoshoot with Hailee and created the entire brand campaign for all print and digital assets for the program.
Role: Creative Director
Contribution: Creative Direction, Design, and Retouching
Agency: Havas Sports & Entertainment
The Marvel Experience could be described as a “first-person” Super Hero adventure through the Marvel Universe. The touring attraction leverages next-generation technical production, digitally projected animation, multi-touch tables, augmented reality, motion-wide engagements, a thrilling motion ride and the world’s only commercially available 360-degree 3D stereoscopic projection theater.
While our production team handled the tour management, on-site logistics and staffing, the design team was tasked with creating graphic elements for virtually every surface covering the 100,000 square foot experience. From massive environmental graphics to directional and educational signage, we designed over 100 different elements for the tour.
Role: Creative Director
Contribution: Design Direction
Agency: Havas Sports & Entertainment
