Projects
Design is more than visual execution; it’s how a brand behaves in the real world. Across the fan economy, the CPG shelf, and complex experiential spaces, these projects reflect a career spent translating business challenges into clear, authentic brand experiences.
IT’S ALL ABOUT THE FANS
Brands don’t buy loyalty; they earn it by participating in the culture. Winning in the Fan Economy means moving past generic advertising to become an authentic part of the ritual. Whether embedding the Vegas Golden Knights into the fabric of their city, pivoting Buffalo Wild Wings to a culturally driven strategy, or partnering with the NHL for the Stanley Cup, this work is about turning passive consumers into active advocates through shared experience and storytelling.
MAKING DATA DELICIOUS
In the fast-moving CPG space, appetite appeal must be backed by strategy. I partner closely with senior stakeholders to evolve heritage brands, turning audience insights into visual systems that win at the shelf. Leading creative for legacy names like StarKist, Sun-Maid, and Herr’s Foods, this work proves that even the most nostalgic brands need a sharp, modern, data-driven edge to sustain market relevance.
FROM CRISIS TO CULTURE
Effective brand stewardship is built on trust and strategic partnership. This section highlights my ability to handle complex and high-stakes creative challenges, from long-term brand evolution to reputation management. I regularly presented to the Senior Brand stakeholders and earned trust to achieve our goals. This experience includes leading the extension of the iconic 'What Happens Here, Stays Here' campaign for Las Vegas and overseeing creative for the Visit Florida campaign to help bring people to Florida. I also worked on the crisis team to create messaging and branding after the Oct 1 shooting, and worked directly with MGM Resorts to help fight food insecurity.
FULL RANGE OF EXPERTISE
Broad experience builds better instincts. Beyond specialized niches, solving complex creative challenges requires a flexible lens. This is a curated look at integrated campaigns and cross-industry problem-solving—work built on strategic thinking that directly drove new business wins and sustained organic growth for a wide roster of clients.