I say “what if.” 10,000 people say “hell yes.”

I do brand experience.

For over five years, I led experiential creative for T-Mobile’s Un-Carrier campaign, driving everything from massive product launches and press events to headline-making sponsorship activations. From B2B showcases to B2C spectacles, I helped shape a brand experience as bold and unmissable as the Un-carrier campaign itself.

Staged Events - The Un-carrier Events

We crafted media events for T-Mobile to make their stories resonate with the media, customers, and employees. Here's Un-carrier X in Hollywood.

I do conferences.

I was the lead creative for McDonald's 10,000-person Worldwide Convention's General Sessions. Crafting four days of world-class content and entertainment presented a formidable challenge. Unlike many conferences where only the first day feels like a high-octane event, I strived for every day and every minute to deliver the same impact as a Broadway or Vegas show.

The Stage - A Golden Arch Embrace

I collaborated with the set designer to craft a colossal stage that seemed larger than the room yet connected with the audience. We ensured every surface was dynamic, capable of movement, and able to display video content.

I do brand building.

Zinus, once a white-labeled mattress manufacturer for renowned brands, aspired to establish its own identity. As the lead creative, I spearheaded the creation of a brand from scratch, covering everything from logos and guidelines to social content, packaging, websites, and commercials.

Brand Guidelines - Live In Wonder

I led multiple teams that formulated guidelines encompassing web, influencers, social, retail, product, brand facilities, and more. Our brand's tagline, "Live In Wonder," drove us to create an identity that stood apart from the typical affordable mattress brand.

I do campaigns.

As the Director of Brand, I not only oversaw the development of the brand from scratch, but led all of Zinus' creative marketing initiatives including one of my favorites, the 'Just Sleep' campaign. This campaign included social, search, OOH, PR, Radio, Podcasts and OTP spots and led to the brand's best selling months ever as well as an unprecedented increase in keyword searches.

Station Dominations: Transit Takeover

I wanted to make a whole city yawn (and to desire our mattresses). We took over stations and bus stops in multiple cities with print and digital content. Above, a BART station in San Francisco.