Objective:

Live Nation wanted to elevate the concert-going experience and demonstrate how attending a live show—especially theirs—is more impactful and differentiated from other entertainment options like streaming, movies, or sporting events.

Insight:

Live music isn’t just about the performance—it’s about belonging, connection, and access. Fans want to feel closer to their favorite artists and like they’re part of something bigger than just a one-night event.

The Idea: Live Builds Nations

We created a "passport" program—a conceptual tool that turns concert attendance into a journey or membership. Think of it like a loyalty or identity card for superfans, but elevated with exclusive experiences.

For Fans:

The passport gives concertgoers and their friends access to more than just the show—like backstage content, presales, surprise rewards, or fan-specific experiences.

It gamifies attendance, turning each show into a stamp in your journey as a fan.

Encourages people to see more shows, engage with artists beyond the concert, and bring friends along.

For Live Nation:

It’s a way to differentiate themselves from just being a ticket vendor—they’re curators of connection between artist and audience.

The passport becomes a data tool: By learning more about who attends, who they follow, and how they engage, Live Nation can better serve artists with insights about their audience.

This shifts the brand position from ticket seller to artist ally and fan experience maker.

Why It Matters:

The solution hits on both ends—fan loyalty and artist value. It reframes Live Nation as a platform that supports artists and rewards fans, not just a place to buy tickets. It also makes the experience stickier—people want to collect artifacts, unlock perks, and go to more shows.

Doc Martens — AI-Enhanced Social Visuals

Objective:
Doc Martens challenged us to take their existing photography and make it more dynamic and distinctive for social. The ask was clear: stay on-brand, stand out in a visually saturated category, and move away from the clichés that dominate competitor feeds.

Idea:

Rather than rely on punk clichés or heavy-handed messaging, we focused on what sets Doc Martens apart: the details. The texture of the leather, the signature stitching, the curve of the sole—these tactile elements are what make the product iconic.

Execution:

We built a visual system using AI-generated textures and forms, all inspired by the shoes themselves—leather grain, laces, stitching, and hardware. These organic, abstract layers were used to enhance the existing photography, giving each image a richer, more immersive feel.

AI as a creative tool: Instead of using AI for shortcuts, we used it as a lens to reimagine physical details.

Custom prompts: Every AI output was guided by specific materials and construction elements of the product.

Layered approach: Final visuals combined AI art with original photography, creating content that felt fresh, elevated, and unmistakably Doc Martens.

Why It Worked:

This wasn’t about manufacturing attitude—it was about spotlighting craftsmanship in a modern, feed-native way. The approach gave Doc Martens a distinct visual voice that felt premium, product-first, and creatively progressive—without needing to reshoot a single image.

Objective:

Live Nation’s annual Concert Week gives fans access to tickets for just $25—all in, no fees. The challenge in 2023 was to go beyond promoting a deal. We needed to build a brand around Concert Week, creating a moment that elevates artists, excites fans, and gives Live Nation cultural momentum at the start of live music season.

Insight:

A $25 ticket is a great offer—but the real value is in what it unlocks: live moments with the artists you love, shared with your friends, where the memories outweigh the price. We saw an opportunity to turn Concert Week into something more than a sale—a celebration of access, connection, and the start of a new season of sound.

The Idea: Concert Week 2023

We gave Concert Week its first true brand identity, transforming it from a transactional promo into an anthemic, fan-first movement.

For Fans:

We brought the $25 price point front and center, but wrapped it in a spirit of excitement, urgency, and fun—this wasn’t just a deal, it was an invitation to show up.

The campaign—kicked off with block party that masqueraded as a new condo development on the sunset strip in Hollywood—was design to play across digital, social, OOH, and PR—building energy that felt more like a festival announcement than a ticket sale.

Content and activations put artists in the spotlight, giving fans more reasons to act fast—and more ways to connect emotionally.

For Live Nation:

We established Concert Week as an ownable, annual tentpole, helping differentiate Live Nation from other entertainment brands and discount platforms.

Created a system that can scale year over year, amplifying both big names and emerging artists.

Generated buzz across channels while driving measurable traffic and ticket sales.

Objective:

Mustang has always stood for individuality and self-expression—a car that reflects the spirit of its driver. The challenge was to bring that idea to life in a modern, interactive way that would let Mustang owners literally see themselves in the brand and feel proud to share it.

Insight:

For many drivers, a Mustang isn't just a car—it's a part of their identity. People want to personalize the things they love, especially in a culture that celebrates uniqueness. So instead of just talking about self-expression, we gave owners the tools to actually create and wear it.

The Idea: Make It Personal – Pony Personalizer

We launched the heart of the national 360 campaign dubbed the Pony Personalizer—a digital experience that allowed fans to design their own version of the iconic Mustang pony logo, turning the badge into a canvas for self-expression.

For Drivers:

Custom ponies could be printed on hoodies, hats, tees, and eventually real metal emblems for their cars.

The experience gave Mustang owners a way to make the brand truly their own, blending personal style with Mustang pride.

Every design became a point of connection—something they could show off on the street or online.

For Ford:

We turned fans into brand storytellers by featuring their personalized ponies in billboards, murals, print, TV, and social media.

What started as a customization tool became a platform for community, sparking conversation and engagement far beyond the product.

The campaign celebrated the idea that no two Mustangs—and no two drivers—should ever be the same.

Why It Matters:

"Make It Personal" wasn’t just a campaign—it was an invitation to co-author the Mustang legacy. It deepened loyalty, activated culture, and proved that personalization doesn’t just live in the cabin—it belongs on the badge.

Results:

175,000 custom pony logos created

25% of visitors went on to shop merch

720K+ social engagements

51% increase in traffic to Build & Price at launch

Winner: Bronze OBIE Award (OOH)

Finalist: Webby Award for Best Social Community Building & Engagement

Objective:

Ford was looking for ways to introduce the F-150 to a younger, digitally native audience—people who might not be thinking about trucks yet, but who will be the next generation of buyers. The challenge was to show that the F-150 isn’t just built for the real world—it belongs in their world too.

Insight:

Trucks have long been symbols of power, toughness, and utility—but younger audiences are connecting with digital culture, gaming, and customization more than traditional advertising. If we wanted to earn their attention, we needed to meet them where they live: online and in-game.

The Idea: F-150 Rocket League Edition

We brought the F-150 into Rocket League, the fast-paced game where cars play soccer, by designing a drivable version of the truck that fits into the Rocket League universe—fully playable, fully authentic, and full of attitude.

For Gamers:

A custom-designed F-150 battle car they could actually use in-game, staying true to both Rocket League’s aesthetic and the truck’s real-life design language.

Included custom animations, sound effects, decals, and even a unique rocket boost—making it more than a branded skin, but a seamless, playable experience.

Gamers could own and show off the F-150 in-game, turning it into a digital badge of identity.

For Ford:

This wasn't product placement—it was product integration. It introduced the F-150 to a new audience in a way that felt natural, exciting, and non-intrusive.

Positioned Ford as forward-thinking and culturally fluent, showing that the brand can thrive in both physical and digital arenas.

Extended the brand story with content, livestreams, and social campaigns—making the F-150 feel as at home on Twitch as it does on a job site.

Why It Matters:

The F-150 Rocket League Edition turned a legacy vehicle into a next-gen cultural icon. It bridged the gap between real horsepower and digital performance—earning credibility in the gaming world and redefining how auto brands show up in modern media.

Objective:

Ford was entering new territory with the launch of the 2019 Edge ST—its first performance SUV, and the first-ever SUV developed by the Ford Performance Team. The challenge? Compete in a segment already dominated by established luxury and performance brands—without pretending we were already there.

Insight:

We didn’t need to out-shout the competition—we just needed to state the truth: the Edge ST is the first SUV from Ford Performance. That fact alone gave us credibility. It wasn’t just a badge—it was a real engineering milestone. So instead of bragging or borrowing from other brands’ playbooks, we built a launch rooted in honesty, precision, and confidence.

The Idea: “The First SUV from Ford Performance”

Rather than overstate, we underlined the truth—and then let the performance speak for itself. The campaign owned a simple, declarative message and supported it with content tailored to every platform and every type of SUV shopper.

For Drivers:

The Edge ST wasn’t sold as “better than” a BMW or Audi—it was positioned as something new: a different kind of performance SUV, engineered by the same team behind Ford’s racing heritage.

Content was tailored to browsing behaviors—quick hits for social, more detail for digital video, and bold visuals for OOH.

Each asset helped fans understand not just what the Edge ST was, but why it mattered.

For Ford:

We used data to drive a test-and-learn approach, customizing creative to hit specific segments, placements, and behaviors.

In just four days of production, we built 140+ bespoke assets—from GIFs and carousels to TV spots and digital takeovers—all optimized for their exact channel.

The work ran across TV, social, display, and OOH, scaling smartly and efficiently to meet consumers wherever they were.

Why It Matters:

This wasn’t just a car launch—it was a category launch. By owning the truth and backing it with strategic, data-led creative, we helped Ford break into the performance SUV space on its own terms. The campaign became a blueprint for how to launch vehicles in a crowded market—with clarity, craft, and purpose.

Results:

Considered by Ford and the agency as the most successful SUV launch to date

Over 140 customized assets produced in a 4-day shoot

Targeted media strategy drove high engagement across all platforms

Positioned Edge ST as a credible new entry in a premium segment

Objective:

Capri Sun was under fire—literally. Kids were inflating juice pouches at lunch and smashing them, creating distractions and even getting the product banned from some schools. The brand needed to regain control of the narrative, defend its place in kids’ lives, and make pouches cool again—not by scolding behavior, but by joining the conversation in a way only Capri Sun could.

Insight:

You can’t stop kids from being chaotic—but you can turn that chaos into a brand platform. Instead of condemning the bad behavior, we gave it a name, a story, and a consequence. The kids who disrespected the pouch? They became “Disrespectoids.” And once you're a Disrespectoid… well, things get weird.

The Idea: Respect the Pouch

We turned a real-world habit into a wildly imaginative campaign. In the “Respect the Pouch” world, anyone who messed with a Capri Sun pouch was transformed—literally—into a Disrespectoid, with cartoonish, over-the-top punishments that felt straight out of a Saturday morning show.

For Kids:

The campaign lived far beyond the lunchroom: a dedicated site offered games, video content, and interactive features.

Kids could vote on new Disrespectoids, influencing which characters would show up in future TV commercials—a smart blend of storytelling and participation.

The content was weird, funny, chaotic—in other words, exactly what kids wanted after school.

For Capri Sun:

Reframed a brand risk into brand strength by owning the behavior in a smart, playful way.

Bridged traditional and digital: TV spots drove kids online, while the web experience funneled energy right back into the brand story.

Created a flexible platform that kept growing—new characters, new content, and new reasons for kids to come back.

Why It Matters:

“Respect the Pouch” wasn’t just a slogan—it became a cultural catchphrase, and one of the most memorable kids’ campaigns of its era. It flipped negative behavior into brand mythology, made interactivity part of the narrative, and helped Capri Sun reclaim its place in the school cafeteria.

Results:

Gold Effie – Beverage, Non-Alcoholic

Grande Effie – Finalist

2010 Webby Honoree – Best Use of Online Media

2011 One Show – Branded Entertainment

High engagement across digital and TV

A lasting brand platform that kids—and parents—remembered

Objective:

In the heat of an election year, Cheez-It faced a tasty dilemma: how do you get brand-loyal snackers to try new flavors, spread the word, and have fun doing it? The challenge was to break through the noise of real politics while staying true to the brand’s irreverent voice—and encouraging a little cheesy disloyalty along the way.

Insight:

Cheez-It fans are as passionate about their favorite flavors as voters are about their candidates. So we turned flavor loyalty into a mock-political battleground, inviting fans to flip-flop, snack-hop, and campaign—all in the name of their cheese of choice.

The Idea: Vote for the Top Cheese

We built a full-blown election-style campaign, complete with Cheez-It "candidates," cheesy platforms, and an all-out race for snack supremacy.

For Fans:

Fans could vote as many times as they liked—with every action, game, share, and taste-test earning them more influence in the polls.

Each flavor had a character and campaign message, from bold promises to snack-related puns.

The most dedicated voters were rewarded: the winner got a custom cheese bust of themselves printed on boxes, and top participants won a 4-year supply of their favorite Cheez-It.

For Cheez-It:

Encouraged trial across flavors by gamifying disloyalty—you had to sample and share to vote.

Built a repeatable, engagement-first platform that fueled social sharing and brought the brand into everyday political conversation with a wink.

Drove huge participation across digital, social, and retail channels—without ever feeling like a traditional promo.

Why It Matters:

“Vote for the Top Cheese” didn’t just ride the election-year wave—it crashed the party. The campaign turned brand engagement into a national snack election, blending humor, gameplay, and community to build loyalty by encouraging disloyalty—and move serious product along the way.

Results:

25% sales increase across featured flavors

65M+ votes cast

620,000+ voters, with 1 in 10 returning multiple times

600K+ new Facebook fans

2013 FAB Award – Effective Integrated Advertising

Business and Creative Lead for Huge’s second-largest account, Stellantis. I lead a 25-person creative team and drive the strategic shift from a purely performance media focus to a more holistic approach that includes digital brand storytelling.

Our goal is to align key business objectives across Stellantis brands—Jeep, Dodge, Ram, Chrysler, Wagoneer, Alfa Romeo, and Fiat—with insights into how their audiences live and interact digitally every day.

We’re creating brand actions that go beyond showcasing sheet metal—developing immersive, audience-first experiences that are both brand-centric and media-savvy. The result: stronger engagement and deeper connections between brands and their communities.

Objective:

Ford wanted to connect with a younger, active audience in a way that felt authentic, immersive, and impactful—not just by placing products in a game, but by making a real-world difference through digital engagement. The goal was to integrate the brand into the gameplay experience of Ubisoft’s Riders Republic and inspire players to support outdoor trail conservation.

Insight:

Gamers crave progression, rewards, and meaningful purpose in their play. Ford recognized an opportunity to turn virtual achievements into real-world impact, bridging digital entertainment with environmental stewardship in a way that resonates with today’s socially conscious audiences.

The Idea: “Play Indoors to Help the Outdoors”

We launched The Fearless Ford Adventure Tour, a branded in-game experience inside Ubisoft’s Riders Republic, where every player action contributes to the maintenance and enhancement of real-life outdoor trails through Ford’s partnership with American Trails.

For Players:

Players “level up” by racing through rugged trails and canyons, earning STARS and XP—in-game currency used for upgrades and unlocking new sports and career tracks.

Each level gained translates into a real-world contribution, where Ford’s partnership helps fund trail conservation efforts.

The experience goes beyond passive product placement—Ford becomes an active participant and enabler within the game community.

For Ford:

Positioned the brand as a leader in environmental responsibility, connecting Ford’s adventurous vehicle lineup with the preservation of outdoor spaces.

Created a gamified cause-marketing activation that blends entertainment with social impact.

Delivered a modern brand experience that drives engagement, loyalty, and purpose-driven storytelling across digital channels.

Why It Matters:

“Play Indoors to Help the Outdoors” transformed Ford’s sponsorship from simple product integration into a dynamic partnership that rewards players and protects nature. It strengthened Ford’s connection to outdoor enthusiasts by making every game played a chance to give back—building community and conservation hand-in-hand.

The Ford Logo is "impossible to ignore" so are their cars. In 2016 we introduced a new campaign for the car portfolio and a new way to treat a legendary logo globally.

We teamed up with SNL star Kate McKinnon for a series of five 2-minute videos designed to introduce the new 2015 Ford Focus online.

Creative Team: Doug Patterson, Greg Mills, Mike Olk

Subway Vault turns everyday fans into MVPs during the NFL Draft 2022.

This Club was founded to honor Subway’s most exceptional sandwiches and the elite athletes who love them. And now, for a limited time, they’re drafting a few fortunate NFL fans to join them as lifetime members.

Freelance Concept Development with copywriter with Anita Solomon.
(Selected Idea)

In 2013 Louisville Kentucky was the largest american city without a children’s museum. I was invited by RTKL architects to join a 5 person team consisting of 3 architects and Jim James from My Morning Jacket to concept a plan for the development.

Objective:

Nascar already honors its legends with a Hall of Fame—but the true heartbeat of the sport is its passionate fanbase. Ford wanted to shift the spotlight and celebrate the fans who make Nascar possible, giving them recognition and a platform to share their devotion.

Insight:

Fans crave acknowledgment and community. While the drivers take the trophies, the fans bring the energy, the stories, and the culture. Ford saw an opportunity to amplify fan voices and deepen emotional connections by letting fans compete for the title of Nascar’s biggest supporter.

The Idea: Ford Nascar Hall of Fans

We created a social-first campaign on Twitter where fans made their case for the ultimate recognition—being named Nascar’s biggest fan.

For Fans:

Fans tweeted, posted, and rallied to show their knowledge, passion, and dedication.

The campaign invited playful competition and storytelling, encouraging fans to share their love in creative ways.

It created a digital community where fan voices were heard and celebrated.

For Ford:

Positioned Ford as the brand that truly understands and values the Nascar community beyond the race track.

Leveraged real-time social engagement to build buzz and authenticity.

Extended Ford’s connection to the sport in a way that was organic, emotional, and fan-driven.

Why It Matters:

The Ford Nascar Hall of Fans campaign flipped the traditional Hall of Fame concept on its head—shining a light on the people who fuel the sport’s passion. By celebrating the fans, Ford deepened its bond with the Nascar community and showed that the brand champions not just speed, but loyalty and heart.

Objective:

In the summer of 2020, COVID-19 had the world grounded. No test drives. No showroom experiences. People were stuck in Zoom meetings, day in and day out. Ford needed a way to generate excitement around their newest lineup, including the all-new Bronco, Mustang Mach-E, Shelby GT500, and F-150 King Ranch, without anyone ever stepping foot in a dealership.

Insight:

Zoom fatigue was real—but so was the desire to break out and feel a sense of freedom again. What if Ford could tap into that pent-up energy and bring a bit of the open road into the closed world of WFH?

The Idea: Drive Your Next Meeting

Instead of sitting through another boring Zoom background, we gave people the chance to "Drive Their Next Meeting"—with a fully immersive, branded virtual experience.

How It Worked:

Custom Zoom backgrounds placed users behind the wheel of Ford’s most exciting new vehicles.

With a few clicks, anyone could "test drive" a Bronco or Mach-E during their next video call.

Each background was beautifully crafted to simulate the feel of driving, from winding roads to rugged trails.

What It Delivered:

A timely, playful way to build buzz and awareness during lockdown.

Kept Ford’s newest launches top-of-mind—even when no one was on the road.

Gave car enthusiasts and casual fans alike a way to feel connected to the brand and products in a totally unexpected format.

Why It Matters:

“Drive Your Next Meeting” turned a universal pain point—endless virtual meetings—into a unique engagement opportunity. It was a light-touch campaign that sparked joy, showcased product, and let Ford fans experience a bit of escapism during a time when everyone really needed it.