NETFLIX
Global Experiential Campaign + Cultural Impact
Creative & Executive Producer
OVERVIEW
Global integrated marketing campaign developed in partnership with Founders Agency and Netflix to bring the world of Squid Game into everyday life through large-scale experiential activations and social-first content, delivering a globally consistent campaign across multiple international markets.
CHALLENGE
Extend the Squid Game universe beyond the screen and create culturally relevant experiences that audiences would want to participate in and share, while maintaining a consistent creative vision across multiple markets, production teams, and campaign touchpoints.
SOLUTION
Led the campaign from creative development through global production and execution, partnering with Netflix, Founders Agency, and cross-functional teams to transform the iconic Squid Game visual language into real-world experiences. Developed the global production framework and creative guidelines, overseeing international execution while adapting each activation to its local audience without compromising the overall campaign vision.
ROLE
Creative Production
Executive Production
Global Experiential Production
Production Planning
Creative Operations
Production Leadership
Global Creative Guidelines
Cross-functional Leadership
Agency & Stakeholder Management
International Production Coordination
RESULTS
2 Gold Clio Awards
6 Silver Clio Awards
Global campaign rollout across multiple international markets
Featured across Netflix global social channels
14.37B impressions across digital platforms
I'm a Creative Director and Director with more than 15 years of experience translating brands, products, and technology into compelling physical and digital experiences. I lead multidisciplinary teams across creative strategy, experiential, product, film, social, and integrated marketing, taking ideas from concept and narrative development through production and execution.
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 to develop integrated campaigns, branded content, commercial films, product storytelling, and experiential activations across North America and Europe.
Throughout my career, I've worked across global brands, agencies, startups, and my own creative studio, leading multidisciplinary teams, managing complex productions and six-figure budgets, and bringing together creative, production, product, marketing, design, and engineering teams to turn ambitious ideas into meaningful experiences.
My experience spans creative strategy, experiential, product and experience design, filmmaking, brand systems, social, and campaign development. I've built and scaled creative teams, hired and mentored talent, and partnered closely with senior stakeholders and external agencies to develop work that connects business objectives, technology, culture, and human storytelling.
I believe the best creative work makes complex ideas feel simple, relevant, and human—and that great ideas only become meaningful when the right teams, craft, and execution bring them to life.
LIPTON
Experiential Marketing + Social Buzz
Creative & Executive Producer
OVERVIEW
Led creative production and experiential campaign development for Lipton Hard Iced Tea, transforming Groundhog Day into a large-scale brand experience through immersive installation design, cultural storytelling, and integrated social content.
CHALLENGE
Turn a seasonal cultural moment into a high-impact brand experience that could capture national attention, connect physical activation with digital storytelling, and generate organic audience engagement through a coordinated, nationwide production rollout.
SOLUTION
Led creative production from concept development through fabrication and execution, overseeing the creation of a 9-foot groundhog sculpture built from more than 6,000 Lipton Hard Iced Tea cans. Coordinated production partners, fabrication, logistics, and cross-functional teams to bring the installation to life, translating the brand concept into a distinctive physical experience. Extended the activation beyond the installation through social-first storytelling, documenting the sculpture’s journey across the United States to build anticipation, amplify cultural relevance, and connect the physical experience with digital audiences.
ROLE
Creative Production
Experiential Creative Direction
Executive Production
Integrated Campaign Development
Production Planning & Execution
Fabrication & Logistics Management
Creative Operations
Cross-functional Leadership
Agency & Vendor Management
Social-First Storytelling
RESULTS
Nationwide experiential campaign rollout
Featured in Ad Age and leading industry publications
Increased brand awareness through organic social engagement
Transformed a seasonal cultural moment into a distinctive brand experience
JEAN PAUL GAULTIER
Social-first Storytelling + Premium Brand
Creative Producer, Film Director & Executive Producer
OVERVIEW
Directed and produced a premium social-first campaign for Jean Paul Gaultier featuring brand ambassadors Yara Shahidi and Rapha Diogo, translating the brand’s identity into cinematic, platform-native storytelling across multiple fragrance lines.
CHALLENGE
Translate Jean Paul Gaultier’s distinctive brand codes into premium social content that balanced cinematic craft, authentic talent performances, and platform-specific storytelling across multiple campaign deliverables.
SOLUTION
Led creative development, film direction, and production from concept through post-production, collaborating with the brand, talent, and production teams to establish a cohesive creative approach across the campaign. Directed a series of cinematic social films that integrated fragrance storytelling with the brand’s visual identity, balancing premium aesthetics and platform-native formats while maintaining creative consistency across all deliverables.
ROLE
Creative Direction
Creative Development
Film Direction
Executive Production
Social-First Campaigns
Production Strategy & Execution
Post-Production Supervision
Brand & Talent Collaboration
Cross-functional Leadership
RESULTS
Delivered 15 social-first campaign assets across fragrance lines.
Translated premium brand storytelling into platform-native films.
Maintained visual and creative consistency across campaign deliverables.
Confidential project — available for portfolio review only.
PULL&BEAR
Social-First Campaigns
Creative Producer, Film Director & Executive Producer
OVERVIEW
Led creative production and film direction for Pull&Bear’s U.S. social marketing campaigns and international brand activations, translating the brand’s global identity into culturally relevant storytelling across digital platforms and live experiences.
CHALLENGE
Adapt a global fashion brand to different audiences and cultural contexts through integrated social campaigns, live activations, and events that balanced brand consistency, local relevance, and engaging experiences.
SOLUTION
Led campaigns and activations from creative development through final delivery, overseeing concept development, film direction, production, and post-production across multiple launches. Collaborated with marketing teams, production partners, and cross-functional stakeholders to create platform-native content and brand experiences tailored to different audiences. Produced live activations and events in international destinations, including Ibiza and Mexico, extending Pull&Bear’s brand identity beyond digital channels through experiential storytelling and culturally relevant experiences.
ROLE
Creative Direction
Creative Production
Film Direction
Integrated Campaign Development
Experiential Marketing & Activations
Event Production
Social-First Marketing
Production Strategy & Execution
Creative Operations
Cross-functional Leadership
Post-Production Supervision
RESULTS
Produced 20+ integrated campaigns for the U.S. market.
Delivered social-first content across multiple platforms.
Produced brand activations and events in Ibiza and Mexico.
Extended brand storytelling across digital and physical experiences.
Strengthened brand relevance through culturally adapted creative execution.
EZZE LIVE
Tech Product + Growth + Design Leadership
Executive Producer & Creative Director
OVERVIEW
Led creative direction, executive production, and integrated marketing for Ezze Live, a social commerce marketplace, translating product innovation into cohesive brand experiences, product launches, social-first campaigns, and large-scale live activations across the United States from 2021 to 2025.
CHALLENGE
Build a distinctive brand and scale a technology-driven marketplace in a highly competitive resale market. Connect product features, brand storytelling, creator partnerships, live experiences, and digital content through a unified creative ecosystem that could drive user acquisition, engagement, and long-term community growth.
SOLUTION
Led end-to-end creative production and integrated marketing, translating product strategy and technology into compelling brand narratives, launch campaigns, live experiences, and digital content across multiple customer touchpoints. Connected creative concepting with execution, ensuring consistency across brand identity, product communications, social media, creator partnerships, and experiential activations.
Built and scaled the in-house creative organization from 4 to 20 multidisciplinary professionals, establishing creative workflows, production operations, and cross-functional collaboration across product, engineering, marketing, leadership, and external partners. Directed agencies, creators, and production teams to deliver more than 100 live activations across the United States, integrating event production, product demonstrations, creator-led programming, and social content to extend the impact of physical experiences across digital channels.
Partnered with cross-functional stakeholders to support product launches and feature releases through integrated creative campaigns, aligning product capabilities with audience needs and business objectives. Leveraged AI-powered product features and productivity tools to streamline creative development, production planning, documentation, and team collaboration, improving operational efficiency across complex, fast-moving projects.
ROLE
Creative Direction
Experiential & Event Production
Executive Production
Integrated Marketing Campaigns
Product Launch Strategy
Brand Storytelling
Social & Digital Experiences
Creative Production & Execution
Cross-functional Leadership
Agency & Production Partner Management
Team Building & Creative Operations
AI Workflow Optimization
RESULTS
Scaled the creative team from 4 to 20.
Delivered 100+ live activations across the U.S.
Increased users and revenue by 150% year over year.
Generated millions of social media views.
Supported multiple investment rounds.
PINTEREST
Campaign Concept and Execution
Creative Producer & Film Director
OVERVIEW
Developed the creative concept and production strategy for a social-first Pinterest campaign, translating product utility into authentic storytelling through a scalable visual narrative and multi-asset creative framework.
CHALLENGE
Demonstrate Pinterest’s value through a culturally relevant story that integrated the platform naturally into the user journey, creating engaging social content without relying on traditional advertising conventions.
SOLUTION
Led creative development and production planning, shaping the campaign concept, narrative structure, storyboards, and visual direction. Built the story around a professional athlete launching her own cap brand, positioning Pinterest as an essential tool in her creative process rather than the focus of the advertising. Established a scalable production framework designed to extend the concept across multiple social deliverables while maintaining visual consistency, narrative clarity, and platform relevance.
ROLE
Creative Development
Creative Production
Campaign Concepting
Film Direction
Visual Storytelling
Art Direction
Storyboarding
Production Strategy
Social-First Content
Creative Operations
Cross-functional Collaboration
RESULTS
Developed a scalable creative framework for a multi-asset social campaign.
Delivered production-ready storyboards and creative guidelines.
Integrated Pinterest's product value into authentic, story-driven content.
Cohesive visual direction across campaign deliverables.
LULULEMON
Global Product Launch Campaign
Executive Producer
OVERVIEW
Led creative development and executive production for a global lululemon campaign launching new yoga fabric technology across the US and Asian markets, integrating video and photography through a coordinated, dual-set production approach.
CHALLENGE
Translate a new product innovation into a cohesive global campaign while balancing creative ambition, production efficiency, and budget constraints across multiple formats and markets.
SOLUTION
Led creative development and production strategy from concept through execution, aligning the creative vision with budget, operational requirements, and campaign deliverables. Designed a dual-set production workflow with dedicated video and photography teams operating simultaneously, maximizing creative output within a single production schedule.
Coordinated talent, crews, schedules, and creative teams across both sets to optimize resources, minimize downtime, and maintain visual consistency across campaign assets. Balanced creative ambition with operational efficiency to deliver a scalable production approach tailored to the needs of a global product launch.
ROLE
Creative Development
Creative Production
Executive Production
Production Strategy
Budget Management
Global Campaign Production
Dual-Set Production
Production Planning
Talent & Crew Coordination
Creative Team Leadership
Cross-functional Collaboration
Post-Production & Delivery
RESULTS
Global campaign across US and Asian markets.
Integrated video and photography assets within a single shoot.
Maximized creative output through simultaneous dual-set production.
Optimized budget, talent schedules, and crew resources.
Maintained creative consistency across multiple campaign deliverables.
