Led creative direction for American Express' 25th anniversary US Open sponsorship, managing team of 13 to deliver breakthrough VR experience and comprehensive brand presence that raised the bar for premium sponsor activations while driving card member loyalty and acquisition.

Role: Creative director and creative production lead. Managed designers, art directors, copywriters, creative technologists, and managed senior client stakeholder relationships.

Insight: As a longstanding sponsor, AMEX faced escalating expectations to create unique premium experiences for card members while competing for attention with other luxury sponsors - requiring cutting-edge entertainment that complemented rather than competed with tennis.

My Approach: Pioneered first consumer-facing VR experience with HTC Vive, creating "You vs. Sharapova" game that let fans return 100mph serves from tennis legend. Led comprehensive campaign development managing OOH advertising, on-site production, digital assets, and social content across thousands of touchpoints.

Coordinated complex stakeholder relationships serving as primary creative contact for major AMEX executives while overseeing pre-production and on-site management. Managed integrated team of 13 across design, production, and digital implementation while partnering with ReelFX for VR development.

Results: Generated over 1 billion PR impressions including coverage from Bill Gates' tweet to 24 million followers after testing the experience. Created industry-first VR sports experience combining live action with CGI athlete interaction, setting new benchmark for sports sponsorship. Successfully toured experience nationwide following US Open debut, extending campaign reach and engagement beyond tournament. Delivered premium card member experience that satisfied loyal attendees while attracting new prospects through cutting-edge entertainment and hospitality experiences.