Projects
RAM x Chase Matthew
On The Road To CMA Fest
Creative Director
Built in under 24 hours. Shot in Nashville. Rooted in real fandom.
Overview
Leveraging my background within the Warner Music Group ecosystem, we partnered with Warner Nashville artist Chase Matthew an authentic Ram collector and longtime fan of the brand. With less than 24 hours to concept, brief cross-functional teams, and mobilize production, I led creative development and direction from idea to execution, flying to Nashville to direct the shoot on the ground. The result was a fast moving, artist driven collaboration that felt genuine to the country community and and to the RAM brand.
Key Results
1M+ Views & 500k Engagements
75k in new business generated
Strong positive community sentiment driven by authentic brand/artist alignment
150th Anniversary
Levi's
Creative & Influencer Strategy
150 years. One global cultural moment.
Overview
For Levi’s 150th anniversary, I led the global creative strategy for social and influencer content across a year long activation culminating in the San Francisco celebration. Working with 70 global influencers and new content series, we translated 150 years of brand heritage into modern, social first storytelling that built sustained excitement and cultural relevance worldwide.
Key Results
70 global influencers activated
100+ pieces of original social and influencer content resulting in Millions of views and engagements globally
Webby Award winning branded content
Warner Music Group
Creator Program
Creative Direction & Influencer Strategy
Overview
I spearheaded the creation of the Warner Music Group Creator Program, building it from zero budget into a scalable, label funded initiative. I partnered closely with Atlantic Records, Warner Records, and emerging artists to connect creators with tours, events, and exclusive artist access driving social first promotion for new music and live shows. The program paired influencers with artists including GAYLE, AESPA, Avery Anna, Sombr, Pink Panthress, Birdie etc, producing platform native content across social and live streaming, including Twitch, to fuel awareness and fan engagement.
Key Results
Built from $0 to $40K in secured label funding in the first 2 months
Millions of organic views and impressions across social and live platforms
Generated sustained awareness, earned media, and free promotional content for artist releases and tours
Built from scratch. Scaled across the music industry.
MGM Studios
Till Movie
Creative & Influencer Strategy
Handled with care. Delivered with impact.
Overview
I led influencer creative strategy and sourcing for MGM Studios’ Till, developing a 2 month long activation designed to handle sensitive subject matter with care and authenticity. I curated a group of five creators spanning activists, families, social commentators, and film reviewers, guiding content that encouraged reflection, conversation, and intentional viewing. I oversaw creative direction and execution, ensuring the storytelling remained respectful while driving meaningful audience engagement and awareness for the film.
Key Results
5M+ views across creator content
Measurable lift in ticket sales driven via link-in-bio tracking
Creator content reposted and amplified by MGM Studios
Panasonic
CES
Creative & Influencer Strategy
Three years. One global stage. Zero missed moments.
Overview
Over three consecutive years, I partnered with Panasonic at CES to lead creative strategy, content direction, and influencer partnerships for one of the brand’s largest global moments. Working on site at CES, I shaped social first storytelling from Panasonic’s flagship booth, translating complex technology into engaging, human-led content. I directed content featuring Panasonic ambassadors including Kal Penn, Nathan Chen, and Katie Ledecky, delivering consistent, high quality coverage across social and influencer channels year over year.
Key Results
3 consecutive years leading CES creative and influencer strategy
45+ pieces of original social content produced on-site
Sustained year over year performance for Panasonic’s largest annual event
SXSW
So Satisfying House
Creative & Influencer Strategy
A sensory takeover by day. A music destination by night.
Overview
At SXSW, my team helped plan and execute So Satisfying House, a three day immersive takeover of Mala Vida in partnership with Warner Music Group and Panasonic. By day, the space transformed into a multi-sensory experience inspired by IMGN’s award-winning So Satisfying social brand; by night, it became an official SXSW music venue spotlighting emerging and global artists. I supported event strategy and execution while leading influencer partnerships to drive buzz before and during the festival amplifying both the experiential activations and nightly performances.
Key Results
3-day immersive SXSW activation
Featured live performances by PinkPantheress, Tiago PZK, Pecos & The Rooftops, Sueco, and more
Hundreds of pieces of organic content shared by attendees and creators
CVS Pharmacy
One Step Closer
Art Director
Designed to bring people back together.
Overview
As Senior Art Director for CVS Pharmacy’s One Step Closer campaign, I led creative direction across the national commercial and social activations during COVID-19. The campaign aimed to encourage vaccination by focusing on optimism and collective progress framing each shot, share, and interaction as a step toward normalcy. On social, I helped shape community driven initiatives, including user submitted selfies with One Step Closer cards, supported by custom digital stickers and GIFs designed to amplify participation and reach.
Key Results
National commercial and social campaign rollout
High-volume user participation through UGC and social sharing
Custom stickers and GIFs drove widespread organic engagement
Lumix
Shutter Showdown
Creative Strategy
Turning every shot into a showdown.
Overview
I worked on the creative strategy and was part of the pitch team for LUMIX Presents: Shutter Showdown, a YouTube hosted reality style filmmaking competition produced by Panasonic. The series brought four creators together in a three day creative challenge in the Pacific Northwest, testing storytelling, photography, and video skills across head to head content quests. I shaped the strategic narrative and helped position the concept to win the pitch and power Panasonic’s creator ecosystem.
Key Results
Helped pitch and shape a branded reality format for Panasonic’s Lumix line
Strengthened Lumix’s visibility with creator communities and long‑form content audiences
Content designed for YouTube and social amplification resulted in sustained audience engagement