“WIT, ADVENTURE, AND CURIOUS OBSESSION`’
“MAKING PRESENCE THE BRAND”
“PREMIUM DRAMA, MADE DISTINCT”
CV
Head of Creative connecting brand, product, and human behavior. Lead creative strategy for consumer and retail brands, shaping campaigns and digital experiences that move people from first-time use to repeat participation.
Partner closely with product, growth, and analytics teams to translate real user needs into clear, motivating creative direction.
Help brands evolve from one-off launches to ongoing, service-led engagement models grounded in trust, belonging, and utility. Introduced AI-assisted workflows to increase speed and quality of iteration while protecting craft.
Won new business by defining brand platforms and engagement strategies (COS, Nike, Aramco, Universal).
“MAKING AI USEFUL TO MARKETING PROFESSIONALS”
Most AI tools fail at adoption: unclear entry points, low trust, and messy workflows. We designed a guided “workbench” experience that makes AI feel structured, safe, and immediately actionable—combining clear task flows with the flexibility of conversation. Result: teams moved from experimenting to using AI as a repeatable habit.
“TURNING FANS INTO RETURNING PARTICIPANTS”
Entertainment engagement is often fragmented across parks, games, and content. We designed a mobile-first fan passport that connects play, rewards, and identity across worlds—so fandom becomes an ongoing experience, not a one-off moment. Loyalty becomes participation, and participation creates return behavior.
“TURNING FANS INTO MEMBERS”
Sports moments create identity; retail often stays transactional. We designed a friction-light mobile “portal” experience that made the flagship feel like something you join—interactive, shareable, and built for in-store speed. Membership became the next step of participation, not a separate ask.
“TURNING A LIVE EVENT INTO A PERSONAL STORY”
In high-motion event environments, complex experiences get ignored. We designed an XR experience built for real street behavior—short loops, clear prompts, high social payoff—so fans could join in instantly. Participation came first; conversion and membership followed naturally.
Global Creative Lead focused on making new behaviors feel natural at massive scale.
Led creative and experience strategy for consumer AI and immersive features across Meta platforms, translating complex capabilities into clear, approachable value for everyday users.
Partnered with product, growth, and communications teams to shape onboarding, storytelling, and launch programs that increased adoption and repeat engagement.
Built and managed distributed creative teams, and helped brands create participatory experiences that strengthened connection rather than passive attention.
“MAKING RETAIL FEEL LIKE PARTICIPATION”
Flagships can be impressive but passive. We designed mobile AR moments that were easy to discover, quick to use, and built to share—so the store became something people could do, not just browse. The result: more interaction, more sharing, more lived brand.
“CREATING A CULTURAL MOMENT OUT OF A LOGO”
At Cannes, most activations blur into the noise. We created a lightweight mobile AR experience designed for instant participation—fast access, obvious use, high share value. The principle: don’t get louder; get easier to join, and the audience will do the distribution.
“MAKING FINE ART FEEL PERSONAL”
Museums can feel intimidating; signage doesn’t always create connection. We partnered with Tate to create lightweight AR experiences that invited people to look longer and relate personally—without distracting from the work. Interaction shifted visitors from viewing to participating.
“COMMUNITY DRIVES CONSISTENCY”
Fitness motivation is fragile. Without a team, coach, or shared environment, most people abandon routines quickly. During lockdowns this became even more pronounced — exercise lost its social reinforcement.
The Idea
Recreate the feeling of belonging to a team even when you are physically alone.
Instead of tracking workouts, the platform focused on encouragement, accountability, and shared participation. Motivation would come from people, not metrics.
“DESIGNING AGE VISIBILITY AS A HIGH TECH EXPERIENCE”
Representation matters more when it’s felt, not just stated. For Vogue’s first AR-powered issue—created by and starring women over 50—we helped translate editorial intent into an interactive layer that audiences could engage with and share. The story moved from page to participation.
“MAKING A NEW BEHAVIOR FEEL SAFE”
Digital ownership is confusing for mainstream users. We designed and tested early Instagram collectible flows—onboarding, posting, attribution, and clarity—so sharing felt as natural as any post. Key learning: adoption is driven by trust signals and social comfort, not technical capability.
“TURNING FESTIVAL MYTHOLOGY INTO A SHARED STORY”
Digital festival extensions often feel like novelty. We turned Coachella’s Coachellaverse into a coherent narrative across Spark AR experiences—so fans could participate through a shared storyline, not disconnected effects. When the story holds, engagement lasts beyond the weekend.
“MEETING GEN Z WHERE ATTENTION ACTUALLY IS”
Ramadan is media-cluttered, but Gen Z attention lives in social and gaming—especially after iftar. We built a creator-led PUBG Mobile tournament timed to real cultural rhythms. Clear earned attention by showing up inside a moment people already chose.
“CO-CREATING CULTURE, NOT JUST DISPLAYING IT”
Tech art can feel gated and performative. We designed a collaboration model pairing HOPE Gallery muralists with Spark AR creators—ideate, build, and launch together—then made it instantly accessible on-site via QR activation. The shift: from viewing to making, with a lasting community outcome.
USING ART TO COMBAT HATE AND DISCRIMINATION IN THE WORLD
Create Against Hate is an initiative sponsored by OpenCreate to establish a movement within the creative industry that aims to eradicate and make a stance against hate, discrimination, and extremism on our platforms.
“DESIGNING FOR EMOTIONAL SAFETY”
Advice doesn’t change behavior when confidence is the barrier. We designed mentorship-driven tools and experiences that made participation feel safe—small steps, reinforcement, and belonging over performance. The result: people didn’t just consume content; they showed up, contributed, and returned.
As the first ‘brand’ creative lead at Trollback, I was responsible for winning over a team of world-class designers and programmers to the practice of brand and experience. Led huge, award-winning re-branding and identity projects (Broadcast, Mobile and Interactive) for the United Nations (The Global Goals), BBC Worldwide (BBC Earth, BBC First and BBC Brit), The Weather Channel and Al Jazeera.
Presence is everything for BBC Earth. We defined the transformative nature of the programming with the new tag line "Be Here". To further that, it was a given that the design for BBC Earth would revolve around their amazing imagery.
To enhance the feeling of a journey, we created circular transitional devices using layers of the immersive footage to transport us to different places. As for colors, we picked up nuances from natural phenomena and light. Add world class dramatic music by Michael Montes and you're done!
“DESIGNING TRUST UNDER PRESSURE”
Weather is emotional and high-stakes; clarity builds credibility. We redesigned identity and motion across broadcast and digital to reduce cognitive load—strong hierarchy, legibility, calm authority that scales from daily forecasts to severe events. Trust isn’t stated; it’s designed.
Founded the first Digital Experience practice inside of the world’s oldest agency, building the business by 50% in the first year and the team from 2 to 26.
Built award-winning connected experiences for P&G, Gillette, NFL, National Parks, Coca-Cola, Volvo.
While this was a ham-fisted effort on Uber's part to tell a pro-woman version of their story, the women that we spoke to were genuine entrepreneurs and pioneers. The work premiered in front of Hilary and Michelle on World Women's Day at the U.N. Worked with the late great Wyatt Neumann to capture.
Canon turned to social influencer Anna Akana, who has over 1.5 million subscribers to her YouTubechannel, for their “Rebel With a Cause” piece around anti-bullying.
To celebrate the 10th anniversary of National Bullying Prevention Month, Akana came together with The Groundlings comedy troupe for a workshop for adolescents who have been victims of bullying. Through the three days, and through the video, they showed the teens how to use humor to take their situation and make it their own material.
"Our strategy for the Rebel With A Cause program was truly to break from the norm of similar campaigns in the past for camera brands. Shooting a campaign of this size entirely on a Canon EOS Rebel T6i DSLR is typically unheard of, and we wanted to showcase the power of the camera alongside the power of our Rebels,” said Rob Altman, Senior Manager, camera marketing, Canon USA.
Worked with a stellar Grey New York team to strategize the experiential and social launch for one of Pantene's most culturally relevant new product lines- Pantene Gold Series.
The National Parks Foundation is an American treasure. But millennials and minorities feel that The National Parks belong to another generation of Americans. To celebrate 100 years of parks we invited a new generation to Find Their Park, and launched "Park Exchange" - a series of futuristic National Park experiences in three of the nation's biggest cities.
Built and led a new connected product design practice. Partnered with engineering teams to design and launch Nike+ - the first and most iconic health tracking application in the era of smart phones. This huge success was followed by the design and launch of the first fitness wearable, Nike FuelBand, and associated softwares. Defined interaction models and onboarding experiences for a first-generation hardware/software ecosystem, changing the way we experience digital forever.
To usher in the next generation of Windows—the most powerful Microsoft operating system yet—we put on the biggest event Times Square has seen to demonstrate everything Windows 8 can do. For three days, we took over Times Square, syncing 39 massive digital signs throughout the area. Reps invited people to try it out for themselves at street-side stations, also synced to the digital signs—games, apps, pics, videos, seamlessly shared with all of Times Square. And every night, spectacular digital murals were created. It all added up to a launch as fun and engaging as Windows 8 itself.
MasterCard Check In to the Ballgame invited people to check in to various Yankee Stadium seats placed throughout New York City. Through Facebook Places, Check in to the Ballgame turned into a game to find the seats. Clues to each location were dropped via social media. Using Facebook, fans checked in to each location for a chance to win tickets to a Yankees game. Winners got the VIP treatment at Yankee Stadium and MasterCard got millions of impressions for their Priceless New York platform. Check In to the Ballgame launched Priceless New York using just the streets of New York, with help from the best seats in the house.
Quarterbacked the social-media driven Mastercard "Priceless Cities" experiences which became blueprints for connected activations. This was some of the first work produced by the experiential offering we started at RGA.
For the NEXT–Show 2024, I sat down with Timmy Ghiurau, Innovation Leader at Volvo Cars. Timmy shares his journey, insights on the future of mobility, and how Bauhaus principles shape his approach to AI and human-centered innovation.
My Keynote and Panel from CES 2024