Retail, Events, Experiential, Environments

In my role as Associate Creative Director (ACD), I led Nike's Play Your Game 360 Brand strategy campaign, a comprehensive initiative spanning print, digital, and out-of-home (OOH) platforms. Nike, a global leader in athletic footwear, apparel, and sports equipment, entrusted me with this exciting project.

Featuring an online drive to highlight the Nike Tiempo Boots through the a consumer friendly website journey at nikesoccer.com. I collaborated and art directed multiple illustrators to showcase several different soccer players in graphic 2D form to produce this shuttle bus vinyl wrap.

I really enjoyed creating this energetic look that carried through all sides of the vehicle. Using layers of different textures to add grit and movement. I really enjoyed creating this energetic look that carried through all sides of the vehicle. Using layers of different textures to add grit and movement.

Nike Pro Apparel - Features Michael Vick + Ladainian Thompson in OOH, digital, social and in-store formats. Role: Design System, concept + creative, photo styling, hi-end retouching, prepress.

Nike Magia de Futsal - I stylized the visual identity and created a design system for the electrifying outdoor event, held against the backdrop of Venice Beach, CA. Leading the charge, I strategized every facet, from the textured out-of-home signage, banners and team uniforms that adorned the venue. I Infused the digital and social media presence with the essence of the event, ensuring brand consistency.

Retail, Events, Experiential, Environments

As the Creative Director, I had the privilege of collaborating with Taiso, a prominent Japanese retail corporation known for its trend-forward merchandise offered at affordable prices. This project presented an exciting creative challenge, allowing me to help elevate their current brand, explore innovative graphic icons and concepts, and ultimately integrate them into a refreshed design system for the Shop More Campaign.

I led this creative journey, crafting a detailed and curated series of custom icons and graphic marks designed to captivate audiences across all platforms. These versatile elements were engineered to maintain their impact and vibrancy, no matter the size they were displayed at. By seamlessly blending product shots with dynamic talent photography, I produced a burst of vibrant, eye-catching visuals that left an impactful mark on every medium—whether it be in print, larger-than-life out-of-home (OOH) displays, the realm of online marketing, the immersive world of retail, or the ever-evolving landscape of social media promotions.

My creative vision include a vibrant tapestry to feature unbeatable bargains. In my designs, I aim to capture the essence of delight and convey the resounding message that Taiso's offerings cater to a wide spectrum of individuals. To showcase the promise of remarkable deals that are readily accessible for everyone.

Retail, Events, Experiential, Environments

As the Creative Director and team lead at TEAMW, I lead an awe-inspiring transformation of the concept space into an immersive experience that cut across traditional boundaries. Within these walls, I curate a symphony of art, music, fashion, accessories, and jewelry, showcasing the brilliance of emerging talents. Not stopping there, the team and I also envision a vibrant community event arena that can be reserved for extraordinary gatherings.

My creative journey took flight with the strategy of a comprehensive experiential experience. This blueprint envelops every aspect of the space, dictating its look, feel, and mood. I breathed life into the vision through high-end store renders, ensuring every corner relays a premium, captivating vibe. My graphics design package, strategically crafted, is set to impact a visual spectacle across all areas — from the tangible elements of print to the landscape of digital and the real time engagement of social media.

But that's not all. Behind the scenes, an entire line of exclusive merchandise is in the works, poised to amplify the TEAMW experience beyond the confines of this space and into the hands of our devoted community. Stay tuned for an exhilarating journey through creativity and innovation.

Case Study / Brand Exploration + Design

This project serves as a comprehensive case study and brand exploration, showcasing my creative journey in developing a distinctive logo identity and a comprehensive set of social media assets. These assets have been meticulously designed to cater to a wide range of platforms, including print materials, digital interfaces on desktop computers, and mobile devices. Throughout this process, I've delved into the intricate nuances of brand identity, design system, UX/UI and AI aiming to create a cohesive and engaging visual presence that resonates with the target audience across various media channels.

This program introduces an exciting online event, where consumers have the unique chance to access Mazona's product range at highly attractive, discounted prices during their Monster Deal Days. Additionally, it includes enticing collaborations with other prominent brands. During this exclusive period, shoppers can explore a diverse collection of Mazona's offerings, all while benefiting from exceptional deals, and they can also take advantage of enticing partnerships that enhance their shopping experience with a variety of valuable choices and opportunities.

Retail, Website, Microsite, Digital, Social Media, Case Study

Extraordinary Women, Extraordinary Stories Campaign

In my role as Senior Art Director, I designed a sophisticated microsite for Cole Haan's "Extraordinary Women, Extraordinary Stories" campaign. The timeless microsite features a sleek sidebar menu, elegant typography and freeform interactive modules, creating an engaging user experience. By leveraging Cass Bird's stunning brand photography and adhering to Cole Haan's guidelines, I crafted a high-end editorial aesthetic that perfectly complements the campaign's intimate portrayal of Kloss and Turlington-Burns. The campaign extended across digital platforms, social media, and in retail stores, ensuring a cohesive and impactful presence across all channels.

Digital Activations // Landing Pages // Mobile App // Go-To-Market // Accessories // Visual Brand Identity // HCD // Product Design // User Experience // Prototype // Brand Guideline // Design System

In my role as the Associate Creative Director (ACD) for Verizon's dotcom channel, I am responsible for managing 4 distinct areas of business within the digital sphere: Marketing landing pages, which encompass brand representation, product launches, and service offerings; Merchandising, focusing on the MY Verizon Mobile App Go-To-Market (GTM) strategies, Accessories and Online Advertising (OLA)..

A critical aspect of my role involves talent acquisition and team assembly to support diverse project requirements across different quarters. Through conducting interviews and strategically hiring key candidates, I have curated dynamic teams capable of delivering excellence in various creative endeavors. Within this framework, I oversee the work of up to 15+ contract designers and 3 full-time employees, ensuring operational smoothness and maintaining high standards of creative output. Additionally, I provide oversight for a team of 7 professionals located in Costa Rica, ensuring efficient collaboration and output. Annually, our deliverables generate over 11,000 assets exclusively for Go-To-Market initiatives, surpassing 4,000 assets for Landing pages, and achieving 3,500 assets for the mobile app.

Below, I present a selection of projects that have been successfully completed under my creative direction and supervision.

Mobile App - I led a comprehensive redesign focused on enhancing user experience, revitalizing aesthetics, and boosting engagement and sales. Central to this strategy was enhancing the presentation of products, features, rewards, and plans with bold typography and compelling visuals. I pushed the boundaries of UI design, incorporating innovative elements like typography, color schemes, and photography. The result is a visually striking, user-friendly platform that encourages engagement and drives sales.

The Verizon Unlimited Campaign offers a highly customizable approach for consumers, allowing them to mix and match different data plans to cater to the unique needs of each member on their account. Whether someone needs extensive data for streaming and gaming or just a basic plan for occasional internet use, Verizon provides the flexibility to select the perfect plan for everyone. This tailored approach ensures that every individual can find a plan that fits their specific usage patterns, making it easier for families and groups to manage their mobile data expenses effectively while enjoying the reliability and coverage that Verizon is known for.

Verizon Business Ready B2B - This landing page is a strategic online resource hub tailored for small business owners. It empowers them with essential information and support for success. The page offers free online courses, tools, coaching, networking, and direct links to pricing plans and grants. personalized with quotes from selected personas, it enriches the narrative and provides authentic insights for visitors.

Verizon Express Store - The design of this landing page serves as an announcement to the exciting opening of Verizon Express stores at various locations. Seamlessly integrating brand graphic elements and a dynamic, animated hero section and interactive click-throughs that provide engaging descriptions of the various store sections. Throughout the user journey, we ensure that consumers have the flexibility to either locate a physical store or seamlessly transition to online shopping. The design and functionality have been designed to be both scalable and responsive, guaranteeing a consistent experience across desktop, mobile, and iPad devices.

5G Built Right Hub - A dynamic landing page breaking brand boundaries with creativity. I aimed to showcase each 5G feature vividly. Utilizing organic scrolling and disruptive parallax interactions, I aimed for dynamic engagement. A custom hover dial with micro animations adds interactivity. Meticulous attention to detail in copy, typography, and brand imagery creates a captivating and informative experience, introducing 5G in a visually compelling way.

Verizon's Go-To-Market - (GTM) book of business is the cornerstone for our dotcom channel, guiding new product launches with desktop and mobile assets. It defines target customers and coordinates messaging across GTM, MyVZ, Mobile App, and Accessories. I manage over 11,000 tactics yearly in English and Spanish, demanding meticulous oversight due to template intricacies. My role involves ensuring adherence to design systems, full knowledge of IA, components and front end dev for a seamless user experience.

Brand Guidelines + Design System - Create, refine and build an approachable design system and toolkit adaptable to scale and across various channels.

UX, UI, Human Centered Design, IA, Visual Design System, AI, Product Design, Wireframing, Prototype

IKIO-Wellness Product Case Study

[Iki o suru / 息をする / To breathe]

My vision for this product IKIO is to act as a comprehensive global wellness guide and daily life tracker, beginning from the teenage years through adulthood and beyond. It aims to promote mental health awareness offering valuable insights to develop healthy coping mechanisms for tackling everyday obstacles and building lifelong skills.

This case study outlines my approach to developing this product, encompassing personas, human-centered design, flowcharts, competitor analysis, mood boards, visual design systems, UI patterns, wireframes, interaction design and prototypes.

Ikio goes beyond being just an app; it also ventures into the wellness, skincare, and beauty market. The brand offers organic, plant-based, and vegan products that are cruelty-free and designed to restore and balance your skin.

APEX365 is a leading brand of premium multivitamins and supplements that prioritizes your health, well-being, and personal development. It is committed to setting the standard in the vitamin industry by focusing on high-quality, safe, and effective products, aiming for industry leadership.

As the Creative Director, the goal is to establish a comprehensive visual brand identity and design system that embodies APEX365's core message. This includes emphasizing how the brand’s multivitamins support the body’s needs for optimal survival, growth, and performance, thereby enhancing overall wellness and health with daily use, 365 days a year.

The strategic use of a vibrant color palette and modern typography, paired with thoughtfully curated photography, creates a dynamic and powerful visual aesthetic. This holistic approach is consistent across various mediums, including print, digital, social media, and e-commerce platforms, ensuring a cohesive and impactful brand presence across all touchpoints.

Colgate-Smile, It’s Your Superpower Campaign

The media landscape has perpetuated an idealized version of the perfect smile, causing 68% of Gen Z to feel pressured about their smiles negatively impacting their confidence and metal health. Colgate aimed to challenge these beauty stands and encourage people of all ages to embrace their unique smiles.

As Creative Director on this case study I design a series of visual commutation assets that span across print, digital and social media ads. I leveraged photography of young adults from all parts of the world with unique and diverse range of smiles to celebrate differences, beauty in individuality and share their personal stories in promoting health equity.

Retail, Events, Experiential, Environments

X10G Network Interactive AI EduGame

Dive into innovation with our interactive X10G Network EduGame, an immersive experience designed to captivate consumers like never before. It's more than just a game; it's a tool to enhance consumer engagement and forge lasting connections between brand and consumer.

This concept isn't limited to in-store displays; it extends to mobile devices, offering a captivating takeaway experience. Every aspect, from visuals to gameplay, is carefully crafted to elucidate key differences and nuances, ensuring consumer understanding and appreciation.

My goal is to drive engagement and entertainment in-store. Here's how it works: Consumers sign in on their mobile devices and become crane operators, collecting orbs containing fascinating facts about the 10G Network. After each play session, they receive a tangible reward.

Digital Video Signage, Motion Graphics, In-Store Retail Environments

In my role as Associate Creative Director (ACD) overseeing Print, Digital, and Interactive projects, I held the responsibility for managing all XC digital creative initiatives across both in-store and online platforms, catering to English and Spanish audiences. I led a talented team of three digital designers, providing them with creative direction, conducting design sessions, and precisely reviewed and approved their work.

Our collaborative efforts extended to brand partnerships with industry giants such as Apple, Samsung, and Fandango, as well as internal agency clients. My primary focus was on ensuring that our team remained creative and adhered to a consistent application of co-branding principles and guidelines.

To accommodate various display sizes, including standard, L1, KOP, and passion towers, my designer and I meticulously versioned all final designs, ensuring a seamless and visually compelling experience for our diverse audience base and adhering to brand guidelines.

Interactive, UX / UI, Product, AI, Experiential

In my role as Creative Director and content creator, I led this Niche to Nite project, drawing inspiration from a digital comic platform like Webtoons. Within this endeavor, I not only conceived the overarching concept but also brought to life a multitude of captivating characters that inhabit the storyline along with intricate AI rendered environments.

Within the immersive realm of the online Neosphere, where the virtual reality and augmented reality frenzy is at its peak, seemingly ordinary students transform into relentless hackers under the cover of night. Their mission? To vie for control of the coveted Niche orbs in a pulse-pounding real-time gaming showdown, where points translate into wealth and power.

Within the immersive world of the online Neosphere, where the virtual reality and augmented reality frenzy is at its peak, seemingly ordinary students transform into relentless hackers under the cover of night. Their mission? To vie for control of the coveted Niche orbs in a real-time gaming showdown, where points translate into wealth and power.

Now, their survival hinges on their ability to outmaneuver the relentless clock, winning the elusive orbs and, in doing so, securing their escape from this harrowing digital nightmare. It's a high-stakes battle against time, where every move counts and every decision can mean the difference between life and oblivion.

Keyart, On, Off-Air, Broadcast, OOH, Photoshoots, Events

My career launched in the world of Entertainment Broadcast, leading me to Los Angeles to chase cool opportunities and hone my expertise in this industry. Although I eventually returned to the heart of New York City, my passion for entertainment remained prominent. Over the years, I have had the honor of immersing myself in an extensive array of projects within this area, collaborating with prestigious companies such as A+E Networks, HBO, Showtime, and NBCUniversal, among others.

In my roles, I have undertaken a vast spectrum of responsibilities. I have built strategic connections and devised comprehensive 360 campaign strategies. My creative endeavors include designing captivating key art and show logos, crafting impactful out-of-home (OOH) advertisements, and executing engaging digital and social media promotions. I have also produced compelling video content, print materials, Upfront presentations, and live events. Navigating both on-air and off-air projects, I have directed photoshoots, collaborated with talented professionals, and organized unforgettable end-to-end experiences. My journey in entertainment has been marked by a commitment to excellence and a passion for visual storytelling that resonates across diverse media platforms.

Retail, Product Campaign

Gen Z isn't seeking perfection. They are uninterested in conforming to a single identity or style; instead, they possess the confidence to explore and express themselves freely. The 'Forever Chuck. For Every You' campaign strategically positions Converse's iconic Chuck Taylor sneakers as the ideal footwear for this dynamic and diverse generation of teenagers. The campaign emphasizes that Chucks are the perfect choice for anyone, regardless of their unique identity or style.

To bring this message to life, the integrated campaign featured a star-studded lineup of influencers and celebrities popular with Gen Z. These included actress and singer Sabrina Carpenter, supermodel Taylor Hill, actor and photographer Cole Sprouse, model and dancer Alton Mason, actress and activist Rowan Blanchard, singer and model Selah Marley, and actress Alisha Boe.

The campaign's centerpiece was a captivating film that showcased these ambassadors embracing their individuality while sporting their Chucks. This film resonated strongly with the target audience, amassing over four million views on YouTube within the first five days of its release, demonstrating the powerful appeal and timeless relevance of Chuck Taylor sneakers to the new generation.

Photography by Ryan McGinley

Experiential Design // Interactive // Immersive

As a Creative Director, my fervor lies in skillfully crafting narratives and storytelling elements to produce visually compelling and interactive immersive experiences. These experiences transcend various platforms, encompassing stage, digital, retail, social, and out-of-home mediums.

Showcased are a diverse array of projects that have afforded me immense satisfaction in their creation.

Good Annie - is 360 Social Marketing Campaign, I directed and led efforts to showcase the brand's unique essence—a tribute to Y2K fashion with carefully curated luxury and reclaimed items. My role involved devising a comprehensive strategy across social media platforms like Facebook, Instagram, TikTok, and Twitter, crafting visually compelling content to ignite consumer engagement. These visuals leave a lasting impression beyond digital realms, ensuring Good Annie's story resonates across all mediums.

CAFÉ HALAZIA - is in located in Incheon, South Korea. I crafted a captivating brand identity for our immersive coffee house. From online aesthetics to print materials, every detail was curated to immerse customers in a sensory experience. This café, inspired by South Korean coffee culture, offers a luxurious yet inviting ambiance, empowering patrons to customize their coffee. Anticipation for our grand opening will be built through teasers across social media platforms, ensuring a cohesive brand image. All Utilizing AI, AR and VR technology.

Season Noir - is a high-end South Korean clothing and lifestyle brand. In my role as Creative Director, I orchestrated a comprehensive 360-degree marketing strategy encompassing brand promotion, retail initiatives, and digital out-of-home campaigns. Leveraging immersive AI and AR technologies, we created captivating experiences for our audience across various platforms.

Dreamcloud.SK - is a DJ venue where I curated and created an immersive experience by integrating motion design and video installations to complement the music playlist.

DJ RAV - sought a creative concept, aesthetic, and atmosphere for their tour. I was responsible for designing printed materials, digital, social and video monitor graphics to complement the music.

MIROH -The venue is a conceptual community space that integrates advanced AI, AR (augmented reality), and MR (mixed reality) technology to create immersive experiences for its visitors. The venue is designed to accommodate a variety of events, ranging from small gatherings to large-scale functions and shows. It provides a dynamic environment that blends physical and virtual elements, allowing attendees to interact with the space in innovative and engaging ways. This high-tech venue offers state-of-the-art facilities for concerts, exhibitions, conferences, and other events, seamlessly incorporating AI and AR/MR technologies to enhance the overall experience. By combining cutting-edge technology with creative design, the venue aims to provide guests with a unique and memorable experience for any type of event.

Marketing Campaign, Photography, Styling

Don Julio-TASOH Campaign

To celebrate Hispanic Heritage Month, Don Julio, a brand deeply rooted in a rich Mexican heritage, proudly introduces "Take A Sip Of Heritage" (TASOH). This captivating series shines a spotlight on mixologists of Hispanic descent, each of whom brings a unique cultural perspective to their craft. These talented individuals create exquisitely crafted cocktails inspired by their personal backgrounds and the flavors that evoke memories of home. Whether drawing on their experiences in Latin America or the traditions of Hispanic households in the United States, these mixologists infuse their creations with the essence of their heritage, offering a taste of their cultural roots in every sip. Through ASOH, Don Julio not only celebrates the vibrant diversity of Hispanic cultures but also honors the art of mixology as a bridge between tradition and innovation.

This campaign spanned across print, digital and social media.

Us Weekly Magazine - As the Design Director at US Weekly Magazine, I collaborated with various entertainment, beauty, and consumer brands, creating custom designs and unique type treatments. I managed fashion photoshoots, produced print and digital assets for events, and ensured seamless file delivery and approval of printed materials before publication.

A+E Networks, CNBC - I've led numerous print projects, carefully tailored for effective visual communication in promotions, marketing, show/network announcements, and events. Each project involves custom design creation, fine attention to detail, and management of aspects like paper selection, mechanical development, printing techniques, and prepress. From ideation to delivery, I ensure seamless alignment of color, typography, and production techniques for impeccable results. This work merges creativity with precision to deliver outstanding visual communications.

Logo Designs - Brand identities createdfor select clients that range from start ups, tech and Pharma.

Athos Energy Drink -The creation of Latin music icons Nicky Jam and Manuel Turizo, this energy drink blends elements of Greek mythology with a modern aesthetic utilizing AI technology to create the visual branding from print, digital, video and social media.. It promises a 100% natural, health-conscious formulation, free from any artificial additives.

Custom Promotional Packaging - These innovative conceptual creations serve dual purposes: promoting music albums and influencer kits. They are meticulously designed to function as both marketing tools and artistic installations. Featuring intricate die cuts and fluid paper crafts, these packages transform into visually stunning pieces that captivate and engage viewers. The strategic design ensures they not only promote the intended product but also stand out as unique art forms, merging the worlds of commerce and creativity in a seamless blend.

Influencer Concept Kit - An exciting new KPOP artist is dropping a highly anticipated album, and to celebrate, a limited edition Luxury Album Kit is available for promotions. The kit includes a premium mini vinyl player and turntable, which are compact, stylish, and deliver high-fidelity sound, along with a deluxe headset that offers superior audio quality with a comfortable, portable design. Additionally, the kit features a photobook filled with exclusive, high-resolution images of the artist, collectible photo cards showcasing various artist styles, a personalized notecard with a message from the artist, and custom-designed coasters with anime artwork inspired by the artist.

Athens themed promo kit, gifted to executives along with a company trip to Greece, features minimalist design with stunning imagery and clean typography, housed in a custom box. The logo design, incorporating an iconic Greek motif, is foil stamped and carries through the print elements. It includes a 25-page pamphlet and an iridescent cobalt trifold itinerary. Heavyweight textured paper was chosen for inserts and the box. I flew out to LA on press check and packaging production.

SVOD (Subscription Video On-Demand) title showcase project, a collaboration between Netflix and A+E Studios, features inserts highlighting talent and providing show summaries. Housed in a metallic binder with a strong embossed logo, it presents the content effectively.

EMMY® mailer highlighted top shows of the year, including Vikings and The World Wars. I designed a custom silver foil-stamped quad-fold with 3 discs, featuring key imagery from Vikings and photography from The World Wars and Counting Cars. It included a bellyband and 2 insert cards. The project required extensive effort and coordination, culminating in impressive printed results.

CNBC produced sales and promotional brochures featuring custom die-cut tabs, spiral binding, and a matte varnish cover stock.

A+E Network produces one sheets specifically crafted for use by the sales and marketing teams to promote and network broadcast show materials.

JP Morgan Chase and A+E Networks for the annual Corporate Challenge race event, where I designing the tee shirt as well as digital and printed materials.

3D, Experiential, Conceptual, Environments, AI, Case Study

Samsung AI Wallpapers - I led the exciting task of conceptualizing and designing a series of AI-enhanced 3D rendered experiential illustrations for Samsung. The focus of this project was the Galaxy S24 Ultra, using it as a central element across various digital formats. These illustrations were designed to serve multiple purposes, including dynamic crops, textured wallpaper, and digital visual communication spanning mobile, desktop, and video platforms.

My approach pushed the boundaries of traditional design, exploring abstract themes such as fluidity, liquid metal, the interplay of light and shadow, and the organic qualities of fabric. Additionally, I incorporated the tactile essence of sculptural paper into the designs, creating visually compelling and immersive experiences. This project allowed me to blend the cutting-edge capabilities of AI and 3D rendering with artistic creativity to deliver a unique and innovative visual language for Samsung's latest flagship device.

Beauty / Lifestyle / Retouching / Packaging / Photography

Introducing a finely curated compilation reflecting my passions and pursuits, embracing social media, branded products, packaging, lifestyle, sophisticated retouching, and captivating photography—an expressive mood board designed to ignite creativity and to inspire.