NETFLIX
Global Campaign + Cultural Impact

Creative Director & Executive Producer


CORE IDEA

Bring Squid Game into everyday life by turning its iconic characters into unexpected real-world experiences people wanted to share.


OVERVIEW

Global social-first campaign developed with Founders Agency and Netflix to bring the world of Squid Game into everyday life through real-world activations.


CHALLENGE

Create a globally consistent campaign that extended the Squid Game universe beyond the screen while generating organic social engagement across multiple markets.


SOLUTION

We transformed the iconic guards into real-world characters through unexpected public activations designed to spark curiosity and social sharing. I led the creative production, developed global creative guidelines, and oversaw execution across international teams to ensure consistency while adapting each activation to its local context.


ROLE

  • Motion Creative Direction

  • Campaign Production

  • Global Production Leadership

  • Creative Guidelines

  • Cross-functional Collaboration


RESULTS

  • 2 Gold Clio Awards

  • 6 Silver Clio Awards

  • Global campaign rollout

  • Featured across Netflix social channels

  • 14.37 Billion impressions across platforms

I'm a Creative Director and Director with more than 15 years of experience creating social-first campaigns, building brands, and leading multidisciplinary creative teams across technology, entertainment, fashion, and consumer products.

Alongside my in-house and agency experience, I founded my own creative production company, partnering with brands including Nike, Meta, Lululemon, Netflix, Pinterest, Zara, Spotify, and Amazon while leading projects from concept development through production and delivery.

I've worked across in-house teams, agencies, startups, and as the founder of my own creative studio, giving me the ability to adapt quickly while connecting strategy, creativity, and execution.

My experience spans creative strategy, design systems, product design, brand identity, content, and filmmaking. I've built and scaled creative teams, hired multidisciplinary talent, and worked closely with product, marketing, design, and engineering teams. I believe the best creative work turns complex ideas into stories that feel simple, human, and native to the platforms where people experience them.

LIPTON
Experiential Marketing + Social Buzz

Creative Director & Executive Producer


CORE IDEA

Turn the journey of a giant groundhog sculpture into the campaign itself, building anticipation long before Groundhog Day arrived.


OVERVIEW

Integrated brand campaign created for Groundhog Day, centered around a 9-foot groundhog sculpture built from over 6,000 Lipton Hard Iced Tea cans and transported across the U.S. to Pittsburgh.


CHALLENGE

Create a culturally relevant campaign that transformed Groundhog Day into a memorable brand moment while driving awareness and organic conversation.


SOLUTION

We developed the "Can Daddy" campaign, featuring a large-scale groundhog sculpture made entirely from Lipton cans. By transporting the sculpture across the country ahead of Groundhog Day, we turned its journey into a social storytelling experience that generated anticipation, press coverage, and audience engagement. I led the project from concept development and sculpture design through creative direction, production oversight, and campaign communication.


ROLE

  • Creative Direction

  • Executive Producer

  • Campaign Concept Development

  • Sculpture Design

  • Cross-functional Leadership

  • Production Oversight


RESULTS

  • National press coverage

  • Featured by Ad Age and leading media outlets

  • Strong brand awareness and organic social engagement

  • Successfully positioned Lipton through a playful cultural activation

JEAN PAUL GAULTIER
Social-first Storytelling + Premium Brand

Creative Director, Director & Producer


CORE IDEA

Make the fragrance feel naturally embedded in the story, letting the product enhance the narrative instead of interrupting it.


OVERVIEW

Social-first campaign created for Jean Paul Gaultier featuring brand ambassadors Yara Shahidi and Rapha Diogo. The campaign was designed to translate the brand's values into cinematic, engaging content that felt authentic to social audiences.


CHALLENGE

Create premium and elevated social content that showcased the fragrances while communicating Jean Paul Gaultier's core brand values, exclusivity, sensuality, originality, and confidence, in a way that felt native to social platforms.


SOLUTION

I developed a series of social-first creative concepts that naturally integrated the product into cinematic storytelling. Working closely with the talent and brand team, I led the creative direction, production, and post-production to ensure every piece balanced premium aesthetics with authentic, engaging content while staying true to the brand's identity.


ROLE

  • Creative Concept Development

  • Creative Direction

  • Production Leadership

  • Director

  • Post-production Supervision


RESULTS

  • Project not yet publicly released. Confidential – for portfolio review only.

  • 10 Pieces of social-first content

PULL&BEAR
Social-First Campaigns


Creative Director, Director & Executive Producer


CORE IDEA

Adapt a European fashion brand for the U.S. through platform-native storytelling that felt authentic to each social channel.


OVERVIEW

Creative lead for Pull&Bear's social content in the U.S., developing campaigns that translated the brand's youthful identity into authentic, platform-native storytelling for American audiences.


CHALLENGE

Adapt a well-established European fashion brand for the U.S. market while maintaining a consistent brand identity and creating content that felt relevant, engaging, and native to social platforms.


SOLUTION

Our approach focused on creating social-first content that felt natural to each platform while staying true to Pull&Bear's playful and youthful personality. Depending on the campaign, we developed everything from mobile-first concepts designed to maximize engagement to cinematic lifestyle pieces that elevated the brand image and strengthened its emotional connection with the audience.

As Creative Director, I led concept development, creative direction, production, and post-production, ensuring every campaign balanced authenticity, style, and performance while remaining consistent with the brand's visual identity.


ROLE

  • Creative Direction

  • Campaign Concept Development

  • Director

  • Executive Production

  • Social Strategy

  • Production Oversight

  • Post-Production Supervision


RESULTS

  • Produced 20+ campaigns for the U.S. market.

  • Developed social-first content across different campaign formats.

  • Strengthened Pull&Bear's brand presence through platform-native storytelling.

  • Delivered a consistent creative vision across concept, production, and final delivery.

EZZE LIVE
Tech Product + Growth + Design Leadership

Creative Director


CORE IDEA

Build community before advertising by creating creator-led content that naturally turned audiences into active platform users.


OVERVIEW

Creative Director for Easy Life, a social resale marketplace launched in 2021. Led the creative direction across product, brand, marketing, and social, helping build the platform from launch through 2025.


CHALLENGE

Build a recognizable brand and scalable product in a highly competitive and saturated resale market, competing with platforms like Whatnot, Depop, and eBay. The goal was to establish a clear niche and communicate a unique value proposition that encouraged users to buy, sell, and engage with the platform.


SOLUTION

Our strategy was to create social-first content that felt native to the communities we wanted to reach. Instead of relying on traditional advertising, we focused on organic storytelling that built trust, encouraged engagement, and naturally introduced the platform to new audiences.

As Creative Director, I oversaw the creative direction of the entire brand, including the app, website, design system, UX, and marketing. I also built the in-house creative team, growing it from 4 to 20 people over four years by hiring multidisciplinary talent to support the company's growth.

To drive user acquisition, we partnered with key creators in the vintage and sneaker communities and produced more than 100 events across the U.S. Every product launch and feature update was supported with social-first content that connected real-world experiences with the digital platform, driving awareness, app downloads, and long-term community growth.


ROLE

  • Creative Direction

  • Team Building & Hiring

  • Product Design Leadership

  • Design Systems

  • UX Strategy

  • Brand Identity

  • Social Strategy

  • Marketing Communication


RESULTS

  • Scaled the creative team from 4 to 20 people.

  • Grew users and revenue by 150% year-over-year.

  • Generated millions of views across social platforms.

  • Produced and oversaw 100+ events across the U.S.

  • Supported multiple investment rounds through product and brand growth

PINTEREST
Campaign Concept and Storyboards

Creative Director & Director


CORE IDEA

Show Pinterest as a creative partner by making it part of the creative process rather than the focus of the campaign.


OVERVIEW

Creative development for a new Pinterest social-first campaign. The following storyboards showcase the creative thinking, visual language, and storytelling approach behind the campaign, which is currently in post-production.


CHALLENGE

Create branded content that demonstrated Pinterest's value without feeling like traditional advertising. The goal was to inspire creators by showing how the platform supports creativity, planning, and bringing ideas to life.


SOLUTION

The creative idea followed a professional athlete launching her own cap brand, using Pinterest throughout the creative process to turn inspiration into a real product. Rather than making Pinterest the center of the story, the platform became a natural part of the journey.

I developed the campaign concept, storyboards, and visual narrative, defining the creative direction before production. The goal was to build a flexible framework that could expand into multiple social assets while maintaining a consistent story and visual identity.


ROLE

  • Campaign Concept Development

  • Creative Direction

  • Storyboarding

  • Visual Storytelling

  • Director

  • Production Leadership


RESULTS

  • Delivered a social-first campaign for Pinterest.

  • Produced multiple assets built around a unified creative concept.

  • Campaign currently in post-production. Confidential. For portfolio review only.