Creative Director · Los Angeles
I took the ad model
down to the studs.
Then built agentic‑powered creative ecosystems. From big brand ideas to precision marketing with thousands of personalized assets engineered to conquer algorithms. This is how to win in 2027.
Plus: a Gold Lion and five Super Bowl campaigns. Two Platinum MarComs for launching Respawn, Mars‑Wrigley’s gum for gamers. A Sriracha‑flavored Lexus that kickstarted a trend of custom cars, and a car wearing Nikes that won New York Fashion Week.
Selected work
The system I built, a brand launch for gamers, the Lion I won, and a few things that got away from us in the best possible way.
Precision
One shoot day. 200+ personalized films. Nobody can tell.
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Get Lost in the Game
We launched a gum for gamers by building the brand like a game. Three levels, one boss, micro budget.
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Spokescandies on Pause
We benched the Spokescandies. Cable news finished the job for us.
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Sad Internet
Kevin Garnett climbs out of your buffering wheel to tell you your internet sucks.
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The Sriracha IS
A joke in a brainstorm became the hottest Lexus ever built.
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Lily Returns
A familiar face for a deeply unfamiliar year.
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The LIT IS
A car covered in LEDs that reads the room, then answers back.
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Sole of the UX
We put Air Force 1s on a Lexus and dropped it at New York Fashion Week.
View caseHow I run creative
Big ideas are the fun part. The job is building the machine that ships them at the speed a modern brand needs.
One brand, every touchpoint
I build the system first: standards, toolkits and modular assets, so in‑house teams, agencies and AI pipelines all ship work that looks like the same brand. From a Super Bowl spot to the fortieth cutdown.
Right work, right team
Some work needs a big agency and a big shoot. A lot of it needs to happen in‑house by Thursday. I’ve spent more than a decade on the agency side of that table, so I know which is which, and what each one should cost.
Social first, measured always
Made for the feed, then held to a number. Precision gets better every flight because the results tell us what to make next.
People, then pipelines
Systems are only as good as the team running them. I hire curious people, hand them real problems, and teach them to direct the machine instead of feeding it.
Currently open to creative leadership roles
Let’s make something worth arguing about.
If you need someone to build the creative engine behind a fast‑moving brand, full‑time or consulting, drop me a line.