A WORKFORCE DISSATISFIED
Intel engaged us to counter perceptions of limited employee growth by launching a global campaign that encourages proactive career development. As ACD, I led a cross-functional team to deliver an end-to-end integrated campaign grounded in relatable, inspirational ideas.

THE CAMPAIGN: BE MORE
The BE MORE campaign showcased real employees as the heroes of their own growth, using bold photography and focused storytelling to connect individual success to the tools and resources behind it.

CRAFTING FOR SCALE, REACH, AND GLOBAL
Because offices around the world follow different specifications, we built assets strategically for flexibility. Wide-lens photography allowed for multiple crops, while diverse subjects and universally relevant stories ensured global resonance. Copy was crafted to translate cleanly across languages without losing clarity or impact.

We delivered a total of 153 deliverables for use across 30 countries, including posters, large-scale banners, brochures, emails, website templates, laptop stickers, digital signage materials, videos, photos, and guidelines.

WHAT IS INTEL UNITE
Intel Unite® enables secure, wireless content sharing and collaboration across mixed technology environments. In a crowded market of similar solutions, Intel needed a distinct photography system that highlighted true collaboration and set the product apart. Existing imagery felt dated and stock-like, creating an opportunity to modernize the visual language across marketing materials.

MOODBOARDS
As Associate Creative Director, I led designers, photographers, and production partners end-to-end. I set the visual direction through mood boards that established a confident, modern, and expressive look, focused on collaborative spaces and glass-forward environments. Talent was curated to reflect diversity with a bold, polished, and contemporary style.

THE RESULT
In a one-day shoot and one week of post-production, we delivered a polished, retouched photo library used across brochures, websites, social, and large-scale global campaigns for Intel Unite®.

MOBILE CODE FOR A MOBILE COMMUNITY
As the world’s largest community-based navigation app, Uber needed its business code of conduct to live natively on mobile. As Senior Art Director, I led the UX/UI design for a mobile-first experience.

DESIGNING FOR INTERACTIVITY
Most corporate codes of conduct live in PDFs that go unread. We reimagined Uber’s as a digital, mobile-first experience designed for clarity, engagement, and retention. Starting with wireframes, I designed intuitive, brand-aligned UI and interactive modules—including decision trees and video content—to gamify complex scenarios and accommodate different learning styles.

ENGAGING CONTENT
From storyboard through production, we created five executive-led videos for Uber. I partnered closely with a writer to develop concepts that established tone, voice, and authenticity, then collaborated with editors to shape soundbites, pacing, and music to align with Uber’s brand look and feel.

STEPPING OUT INTO THE PUBLIC
Lineage was a quiet giant—operating at massive scale inside an industry most people never see. As the company prepared for a landmark IPO, the challenge was clear: before investors could believe in Lineage, the public needed to understand who they were and why they mattered.

As Group Creative Director and Creative Lead, I led a multidisciplinary team to bring visibility to the invisible—positioning Lineage as essential infrastructure at the heart of the global food system. Guided by the belief that food is everything, we built a human-centered brand narrative that connected Lineage’s cold-chain expertise to the moments food makes possible in everyday life.

The work spanned a fully integrated campaign: a new brand platform, a transformed website, investor-focused content hubs, and paid media highlighting Lineage’s innovative services. To mark the IPO moment, we brought the story to Times Square with a digital takeover, food trucks tracing how Lineage moves food from source to plate, and an interactive cold-storage warehouse simulation. Our digital team extended the experience with an augmented-reality walkthrough, allowing visitors to explore a real Lineage warehouse and see its technology in action.

The campaign generated more than 700 earned articles and 5 billion impressions, with coverage from CNBC, Nasdaq, Forbes, and Reuters. Website traffic increased 52%, engagement rose 33% month over month, and the campaign landing page drove over 1,000 completed interactions. The IPO itself became the largest of the year, raising $4.4 billion—transforming Lineage from an unseen operator into one of the most talked-about companies in the market.

What was once invisible became indispensable—and Lineage emerged as a defining story at the intersection of food, infrastructure, and innovation.

A SITE OF TRUE CREATIVE COLLABORATION
Omnicom Group, Designory’s holding company, engaged us to redesign its website after more than 15 years. As Senior Art Director, I led the visual design from wireframes through execution, creating a fully responsive site that highlighted thought leadership, creative excellence, and Omnicom’s global scale. Using the updated brand system, we delivered a clean, modern aesthetic that marked a clear shift from the previous site while maintaining a polished presence for clients and investors. The site was built for flexible content management and supported dynamic updates for major events, with carefully curated photography and focused copy to reflect collaboration across Omnicom’s global agency network.

http://www.omnicomgroup.com/

TAKING AN INSIGHT TO DRIVE A QUICK-TURN PROJECT
Intel wanted a multi-purpose sizzle reel to demonstrate the real-world impact of its IoT leadership and open a major event. As Associate Creative Director, I led a cross-functional team to concept, produce, and edit the video in just seven days. Grounded in the insight that much of IoT’s impact is invisible, we focused on human experiences across industries—using bold questions, fast vignettes, and high-energy music to bring the story to life. The final sizzle opened the event and was later used across Intel events, social, and digital channels.

A COMPANY FOCUSED ON CONSTANT BETTERMENT
Following a major insurance fraud settlement, Marsh & McLennan launched The Greater Good campaign alongside an overhaul of its code of conduct. As the effort evolved, it became clear the code needed to move beyond print into a digital experience to sustain credibility and engagement.

THE GREATER GOOD 2.0
As Associate Creative Director, I led a team of UX/UI designers and a writer to create The Greater Good 2.0, a fully responsive digital hub for MMC’s global Code of Business Conduct, policies, videos, and ethics resources. The goal was to deliver a single, engaging destination that helped employees understand and apply the code in real-world situations. We streamlined navigation by organizing legacy PDFs into clear, intuitive structures and introduced interactive modules to improve comprehension and retention. The experience was brought to life through a clean, modern design aligned with MMC’s updated brand.

TINY COMPUTER. BIG BANG.
Intel’s New Devices Group engaged us to create a sizzle video for the launch of Atlas Peak 2, one of Intel’s smallest wearable chips. As Associate Creative Director, I led a cross-functional team and partnered with a production agency to concept and deliver the video in two weeks. Because the technology itself was invisible, we focused on real-world wearable use cases—paired with motion graphics and concise supers—to highlight features and versatility. The video opened the launch event and received a standing ovation from an audience of global tech leaders.

LUXURY REIMAGINED
Reimagining this storied luxury brand's brochure program into an immersive digital experience was a ten-month process from strategy and discover to UX, UI, design, development, QA, and deployment.

As the lead UX/UI designer on the project, I immersed myself in the Peninsula brand. Building off of key insights gleaned from the Peninsula Hotels staff we found that the elite experience went beyond what normal hotels concierges services offered. Peninsula hotels boast their curated experiences as being one of the best—offering perfectly tailored experiences based on carefully crafted repeat guest information. “Pages”, better known as their elite concierge staff are trained to learn information from guests favorite wine down to how they liked their pillows fluffed is kept based purely on their research and ability to hold a conversation with their guests. As a part of Peninsula Hotels offerings are excursions ranging from helicopter rides, fine dining cooking classes with top chefs, and cultural immersion experiences.

The goal was to create an app that brought the same immersive experience and carefully-crafted offering to current and future guests at Peninsula that their elite concierge staff did. Using Peninsula’s bold imagery and clean style to color the app we were able to create an interactive experience that was able to easily take a guest through videos and experiences right in the app. A section that asked basic questions in a conversational tone would generate hotel offerings based on user preferences.

In late 2014 this fully interactive and immersive app was launched and explored everything from the Peninsula's rich heritage to the hotel's award-winning features of spas, restaurants, and experiential activities, which were fittingly branded as Peninsula Moments. Since then, there has been continued work with the brand to extend the program to include a definitive experience for each individual hotel.

ETHICS AND COMPLIANCE AT KRAFT HEINZ
As one of the world’s largest food and beverage companies, Kraft Heinz recognized the need for an Ethics & Compliance function that reflected the values and integrity of its global brand.

THE RALLY
Kraft Heinz’s Compliance team wanted a brand voice rooted in trust and confidence. As Associate Creative Director, I led a designer and writer to develop a distinct rally mark—We Do What’s Right—inspired by insights from compliance leaders and designed to stand apart while still aligning with the Kraft Heinz brand. Built for a global audience, the system included translatable posters across 15 languages, role-relevant lifestyle visuals, and typographic messaging that surfaced common policy misconceptions. Together, the work increased awareness and made compliance more accessible, relevant, and actionable for employees worldwide.

In 2019, Blue Cross Blue Shield sought more impactful B2B marketing and sales materials in a category dominated by stock imagery. To differentiate the brand, we developed an authentic photography system grounded in real industry scenarios. The resulting imagery supported thought leadership and a wide range of marketing initiatives, delivering a more credible and human B2B presence.