Rally On The River
Led cross-functional team of 15+ creatives to deliver American Express' most ambitious experiential activation, creating US Open presence in Manhattan and generating pre-tournament buzz outside of category-specific news channels.
Role: Creative Director
Insight: The tournament takes place far outside of the city, no brand was owning the US Open in Manhattan.
My Approach: Led development of innovative technology to create a first of it’s kind hydro-interactive tennis experience with top-tier talent. Coordinated complex production across Momentum Worldwide (creative agency), Volvox Labs (digital technology), & PMK BNC (PR) partnerships.
Custom-made rackets activated real-time graphic animations utilising fluid dynamics, and particle explosions against a 40’ x 60’ wall of water. With a live soundtrack by Chromeo, this content was edited on-site to be released immediately.
Results: American Express was the first brand to own the US Open in Manhattan, with AMEX talent (Maria Sharapova, John Isner, Monica Puig) dominating the conversation before the tournament had kicked off.
Generated significant PR coverage positioning Amex as an innovation leader in sports sponsorship, creating a new benchmark for experiential sports marketing.
Role: Creative Director
Insight: The tournament takes place far outside of the city, no brand was owning the US Open in Manhattan.
My Approach: Led development of innovative technology to create a first of it’s kind hydro-interactive tennis experience with top-tier talent. Coordinated complex production across Momentum Worldwide (creative agency), Volvox Labs (digital technology), & PMK BNC (PR) partnerships.
Custom-made rackets activated real-time graphic animations utilising fluid dynamics, and particle explosions against a 40’ x 60’ wall of water. With a live soundtrack by Chromeo, this content was edited on-site to be released immediately.
Results: American Express was the first brand to own the US Open in Manhattan, with AMEX talent (Maria Sharapova, John Isner, Monica Puig) dominating the conversation before the tournament had kicked off.
Generated significant PR coverage positioning Amex as an innovation leader in sports sponsorship, creating a new benchmark for experiential sports marketing.
The Art of Innovation
Led creative direction for Marriott's global rebrand centerpiece, managing cross-disciplinary teams and production partners to design and build a culturally-adaptive installation that launched across multiple international markets.
Role: Creative director managing designers, 3D developers, fabricators, and on-site production.
Insight: A single Marriott location services guests seeking vastly different experiences - from relaxation to productivity - yet must deliver memorable luxury without requiring additional staff.
My Approach: Developed a framework of four emotional states (relaxation, inspiration, growth, productivity) that addressed diverse motivations for travel. Led integrated team of strategists, art directors, 3D designers, and production partners across 18-month timeline - from pitch to installation. Pioneered bio-sensor integration with digital mapping to create personalized experiences without staff intervention. Managed complex stakeholder alignment between Marriott global brand team, creative agencies, and regional market requirements
Results: Successfully launched across multiple international markets with zero cultural modifications required. Enhanced Marriott's positioning as innovation leader during critical rebrand period, with positive internal feedback from executive leadership. Created replicable framework for personalized guest experiences requiring no additional on-site staffing, allowing the installation to run for an extended period.
Role: Creative director managing designers, 3D developers, fabricators, and on-site production.
Insight: A single Marriott location services guests seeking vastly different experiences - from relaxation to productivity - yet must deliver memorable luxury without requiring additional staff.
My Approach: Developed a framework of four emotional states (relaxation, inspiration, growth, productivity) that addressed diverse motivations for travel. Led integrated team of strategists, art directors, 3D designers, and production partners across 18-month timeline - from pitch to installation. Pioneered bio-sensor integration with digital mapping to create personalized experiences without staff intervention. Managed complex stakeholder alignment between Marriott global brand team, creative agencies, and regional market requirements
Results: Successfully launched across multiple international markets with zero cultural modifications required. Enhanced Marriott's positioning as innovation leader during critical rebrand period, with positive internal feedback from executive leadership. Created replicable framework for personalized guest experiences requiring no additional on-site staffing, allowing the installation to run for an extended period.
Audio is Magic
This award-winning B2B experience was designed to educate high-level stakeholders (C-suite, executive level) about audio's underutilised power in a captivating 40-minute theatrical performance.
Role: Creative director, content lead, lead presenter. Managed designers (brand, UX, experiential), audio producers, and on-site production.
Insight: Audiences spend 33% of their media time with audio, but audio only accounts for 8% of media budgets (WARC, 2024). Additionally, clients often considered it only for lower funnel advertising. We needed an educational experience that could stand out at tent-pole events (CES, Cannes) where attention was fiercely fought for.
My Approach: Built multi-year content strategy for Studio Resonate to connect with audiences. Managed audio producers and visual designers to create new brand platform. Led creative development and scripting for multi-sensory experience explaining aural phenomena (psychoacoustics, congruence) and audio technology evolution.
Created theatrical performance format that gives fun and whimsy while hiding solid creative and marketing lessons behind the magic. Took experience on the road presenting to C-Suite and executive audiences across multiple international markets
Results: Generated multi-million revenue streams as a result of educational impact. Inspired episode of Ad Infinitum (podcast) demonstrating thought leadership impact beyond direct presentations. Established new platform for Studio Resonate's ongoing B2B content and storytelling strategy. Successfully educated high-level stakeholders on audio's strategic marketing potential across multiple channels to have positive financial impact.
Role: Creative director, content lead, lead presenter. Managed designers (brand, UX, experiential), audio producers, and on-site production.
Insight: Audiences spend 33% of their media time with audio, but audio only accounts for 8% of media budgets (WARC, 2024). Additionally, clients often considered it only for lower funnel advertising. We needed an educational experience that could stand out at tent-pole events (CES, Cannes) where attention was fiercely fought for.
My Approach: Built multi-year content strategy for Studio Resonate to connect with audiences. Managed audio producers and visual designers to create new brand platform. Led creative development and scripting for multi-sensory experience explaining aural phenomena (psychoacoustics, congruence) and audio technology evolution.
Created theatrical performance format that gives fun and whimsy while hiding solid creative and marketing lessons behind the magic. Took experience on the road presenting to C-Suite and executive audiences across multiple international markets
Results: Generated multi-million revenue streams as a result of educational impact. Inspired episode of Ad Infinitum (podcast) demonstrating thought leadership impact beyond direct presentations. Established new platform for Studio Resonate's ongoing B2B content and storytelling strategy. Successfully educated high-level stakeholders on audio's strategic marketing potential across multiple channels to have positive financial impact.
Cheez-It Aged By Audio
What does hip hop taste like? That’s what we asked ourselves before partnering with Leo Burnett to create the most awarded Cheez-It campaign in brand history. Led breakthrough campaign strategy and activation plans connecting scientific research to brand differentiation. in a competitive snack market where the brand was losing share and relevance.
Role: Creative Director
Insight: Cheez-It was losing market share to "healthier" competitors using artificial cheese. We found a way to celebrate Cheez-It's real cheese craftsmanship while reconnecting with audiences and creating cultural relevance.
My Approach: Leveraged Bern University research connecting music's ability to alter cheese taste during aging, translating science into a competitive asset. Over 6 months, transducers amplified hip hop music under giant, aging cheese wheels. Extended campaign reach across SiriusXM media network, social platforms, and branded merchandise.
Results: Swept 2023 awards circuit: 7x Addys, 4x Effies, 3x One Show shortlists. Created first-of-its-kind crossmodal experience connecting sound and taste in snack marketing. Generated significant media attention and consumer engagement across multiple platforms. Established new benchmark for scientific innovation in food brand marketing
Curious about the tunes? Check out the mixtape here (US only).
Role: Creative Director
Insight: Cheez-It was losing market share to "healthier" competitors using artificial cheese. We found a way to celebrate Cheez-It's real cheese craftsmanship while reconnecting with audiences and creating cultural relevance.
My Approach: Leveraged Bern University research connecting music's ability to alter cheese taste during aging, translating science into a competitive asset. Over 6 months, transducers amplified hip hop music under giant, aging cheese wheels. Extended campaign reach across SiriusXM media network, social platforms, and branded merchandise.
Results: Swept 2023 awards circuit: 7x Addys, 4x Effies, 3x One Show shortlists. Created first-of-its-kind crossmodal experience connecting sound and taste in snack marketing. Generated significant media attention and consumer engagement across multiple platforms. Established new benchmark for scientific innovation in food brand marketing
Curious about the tunes? Check out the mixtape here (US only).
Flavor DJ
Directed innovative crossmodal brand experience for Propel's electrolyte water launch, leading the team to create differentiated positioning in a competitive sports drink category.
Role: Creative Director & Team Lead
Insight: Sound can be used to influence the perception of taste using crossmodal science, and no brand was exploring.
My Approach: Identified crossmodal science opportunity to create first-of-its-kind sound-to-taste experience in beverage category. Led multidisciplinary team of UX designers, developers, and audio engineers to build interactive digital interface.
Results: National tour reached 4 markets with Sound Boost stations at major events. Digital extension drove online engagement through SKU-promoted destination site. Category innovation established Propel as technology-forward brand in traditional sports drink space. Consumer insights generated data on crossmodal preferences to inspire published research within this area.
Role: Creative Director & Team Lead
Insight: Sound can be used to influence the perception of taste using crossmodal science, and no brand was exploring.
My Approach: Identified crossmodal science opportunity to create first-of-its-kind sound-to-taste experience in beverage category. Led multidisciplinary team of UX designers, developers, and audio engineers to build interactive digital interface.
Results: National tour reached 4 markets with Sound Boost stations at major events. Digital extension drove online engagement through SKU-promoted destination site. Category innovation established Propel as technology-forward brand in traditional sports drink space. Consumer insights generated data on crossmodal preferences to inspire published research within this area.