For brand, content & entertainment teams

Creative & Brand Strategy

Cultural insight and experiential thinking, translated into interactive campaigns built around how people actually behave.

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beverage-category brand preference lift (Liquid I.V.)

654K+

live fans reached in-stadium

124 days

of total attention spent with one campaign's creative

self-select traveler personas (Explore Asheville)

In short

Eight years in strategic comms and creative strategy, the last four leading brand storytelling and scripts for major entertainment and consumer brands. I cut through the noise, find audiences where they are, and start a conversation.

Directed digital content strategy and multi-screen user flows for entertainment, political and institutional clients — Harris for President, Bank of America x The Masters 2025, Harvard Business School.
Led ideation workshops translating real-time cultural insight into shipped, tier-1 experiential campaigns.
Translated client challenges into interactive concepts and high-converting RFP responses across sports, fashion, CPG and lifestyle.
Synthesized behavioral research into video concepts and interactive narratives, consistently beating category engagement benchmarks.

Featured work

2025 IAC Best Beverage Integrated 2025 OMMA Finalist ×2

Liquid I.V. — one creative spine, two executions

The problem. Two new flavors, Rainbow Sorbet and Popsicle Firecracker, launching in two places with nothing in common but the audience: live inside a ballpark, and online everywhere else.

[Loop: in-stadium AR game]

In the ballpark · contributed strategy

Fans threw virtual baseballs at flying Liquid I.V. packs, opened by QR codes on stadium billboards — close enough to the game they were already watching that picking up a phone felt like part of it.

Play the AR game

Everywhere else · the one I drove

I adapted our turnkey Foundation Carousel so each slide fired its own contextual animation — the feel of the stadium game, inside a unit that could ship at programmatic scale. Shared creative and CTAs, so a fan who caught one recognized the other.

Desktop Mobile CTV

10.3M+ impressions +18% Awareness +32% Consideration +40% Preference, 3x category Award write-up →

Play it: Desktop Mobile CTV

2025 IAC Best Travel

Explore Asheville

The problem. A solo hiker, a family and a foodie all want Asheville for different reasons, and a generic "visit Asheville" pitch is written for none of them.

What I did. Wrote a three-question quiz — who you're traveling with, what they're like, what you want to do — routing to one of four tailored itineraries, with a closing carousel showing the trips you didn't pick.

50s avg time spent, 30s baseline 2.3 avg interactions

Award write-up →