Hybrid | Campaign | Retail
INTEGRATED CULTURAL EVENTS
Integrated cultural events are about embedding a brand seamlessly into the zeitgeist to craft campaigns that actually resonate with communities. For a brand, IP, or entertainment property, these cultural flashpoints offer a rare opportunity to drive genuine relevance and organic engagement.
As a Creative Director, I align a brand's core ambitions with the cultural movements their audience actually cares about. I collaborate with PR teams, talent agencies, and experiential producers across continents to navigate complex cultural nuances, while protecting the strategic creative vision to deliver integrated campaigns truly worth experiencing and sharing.
THE PLAYBOOK IN ACTION
Translating abstract brand briefs into fully realized cultural campaigns requires a constant balancing act between intense creative vision and grounded reality. Here are a few project examples of how I put the playbook approach to work to build massive, unforgettable cultural moments for global brands:
VISA @ SUPER BOWL 2024 | A FOOTBALL FAN PANDEMONIUM AT AMERICA'S BIGGEST SPORTING EVENT
To celebrate the passion of Super Bowl LVIII attendees at the NFL Experience in Las Vegas, we needed to make fans the true stars of the show. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a large-scale responsive video environment featuring a massive 20x10 foot screen.
By utilizing real-time motion inputs, a virtual crowd reacted to every dance, jump, and shout the fans brought to the stage. We delivered distinct virtual reactions to celebrate unique fandoms, instantly rewarding participants with personalized videos to share their love for the game directly on social media.
ADIDAS X FOOT LOCKER | PRO-LEVEL CONTENT OPPORTUNITY FOR YOUNG HOOPERS
For young basketball players, the greatest currency is content, yet only top prospects usually get highlight tapes. To launch the Anthony Edwards 1, we engineered a high-speed production system at ATL's OTE Arena to give 60 local kids their own hero moment.
I led the live user experience and crafted the run of show, meticulously balancing wait times with actual court play to ensure an unforgettable physical event. By seamlessly integrating the live action into a rapid content pipeline, we shot, edited, and delivered 60 bespoke showcase videos in a single day, turning a product launch into a massive community value-add.
RIOT GAMES: LOL X | CELEBRATING A DECADE OF A CHAMPION COMMUNITY
To mark the ten-year anniversary of League of Legends in Brazil, we needed to physically manifest a massive digital phenomenon. As Creative Director, I defined the experiential strategy, guiding the creative team to translate a decade of gaming lore into a FOMO-worthy, real-world community celebration.
By assembling an immersive "full party" experience where physical art installations and live touchpoints seamlessly linked back to a larger digital fan ecosystem, we transformed this decade-old milestone into an inescapable cultural moment.
PROVEN AT GLOBAL SCALE
This same approach to cultural integration has been successfully deployed to embed brands into the center of the zeitgeist around the world. These high-stakes cultural ecosystems, with collaborations with Riot Games, leading and supporting the creative team for the N•A•S•A social campaign for Valorant and creating a special series of high-impact local events in Brazil for Wild Rift, starting with the Wild Salvador activation. I also was part of the team that developed the viral Puzzle Boxes for Netflix’s Glass Onion.
MORE WORK
Hybrid | Campaign | Retail
INTEGRATED CULTURAL EVENTS
Integrated cultural events are about embedding a brand seamlessly into the zeitgeist to craft campaigns that actually resonate with communities. For a brand, IP, or entertainment property, these cultural flashpoints offer a rare opportunity to drive genuine relevance and organic engagement.
As a Creative Director, I align a brand's core ambitions with the cultural movements their audience actually cares about. I collaborate with PR teams, talent agencies, and experiential producers across continents to navigate complex cultural nuances, while protecting the strategic creative vision to deliver integrated campaigns truly worth experiencing and sharing.
THE PLAYBOOK IN ACTION
Translating abstract brand briefs into fully realized cultural campaigns requires a constant balancing act between intense creative vision and grounded reality. Here are a few project examples of how I put the playbook approach to work to build massive, unforgettable cultural moments for global brands:
VISA @ SUPER BOWL 2024 | A FOOTBALL FAN PANDEMONIUM AT AMERICA'S BIGGEST SPORTING EVENT
To celebrate the passion of Super Bowl LVIII attendees at the NFL Experience in Las Vegas, we needed to make fans the true stars of the show. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a large-scale responsive video environment featuring a massive 20x10 foot screen.
By utilizing real-time motion inputs, a virtual crowd reacted to every dance, jump, and shout the fans brought to the stage. We delivered distinct virtual reactions to celebrate unique fandoms, instantly rewarding participants with personalized videos to share their love for the game directly on social media.
ADIDAS X FOOT LOCKER | PRO-LEVEL CONTENT OPPORTUNITY FOR YOUNG HOOPERS
For young basketball players, the greatest currency is content, yet only top prospects usually get highlight tapes. To launch the Anthony Edwards 1, we engineered a high-speed production system at ATL's OTE Arena to give 60 local kids their own hero moment.
I led the live user experience and crafted the run of show, meticulously balancing wait times with actual court play to ensure an unforgettable physical event. By seamlessly integrating the live action into a rapid content pipeline, we shot, edited, and delivered 60 bespoke showcase videos in a single day, turning a product launch into a massive community value-add.
RIOT GAMES: LOL X | CELEBRATING A DECADE OF A CHAMPION COMMUNITY
To mark the ten-year anniversary of League of Legends in Brazil, we needed to physically manifest a massive digital phenomenon. As Creative Director, I defined the experiential strategy, guiding the creative team to translate a decade of gaming lore into a FOMO-worthy, real-world community celebration.
By assembling an immersive "full party" experience where physical art installations and live touchpoints seamlessly linked back to a larger digital fan ecosystem, we transformed this decade-old milestone into an inescapable cultural moment.
PROVEN AT GLOBAL SCALE
This same approach to cultural integration has been successfully deployed to embed brands into the center of the zeitgeist around the world. These high-stakes cultural ecosystems, with collaborations with Riot Games, leading and supporting the creative team for the N•A•S•A social campaign for Valorant and creating a special series of high-impact local events in Brazil for Wild Rift, starting with the Wild Salvador activation. I also was part of the team that developed the viral Puzzle Boxes for Netflix’s Glass Onion.
MORE WORK
Hybrid | Campaign | Retail
INTEGRATED CULTURAL EVENTS
Integrated cultural events are about embedding a brand seamlessly into the zeitgeist to craft campaigns that actually resonate with communities. For a brand, IP, or entertainment property, these cultural flashpoints offer a rare opportunity to drive genuine relevance and organic engagement.
As a Creative Director, I align a brand's core ambitions with the cultural movements their audience actually cares about. I collaborate with PR teams, talent agencies, and experiential producers across continents to navigate complex cultural nuances, while protecting the strategic creative vision to deliver integrated campaigns truly worth experiencing and sharing.
THE PLAYBOOK IN ACTION
Translating abstract brand briefs into fully realized cultural campaigns requires a constant balancing act between intense creative vision and grounded reality. Here are a few project examples of how I put the playbook approach to work to build massive, unforgettable cultural moments for global brands:
VISA @ SUPER BOWL 2024 | A FOOTBALL FAN PANDEMONIUM AT AMERICA'S BIGGEST SPORTING EVENT
To celebrate the passion of Super Bowl LVIII attendees at the NFL Experience in Las Vegas, we needed to make fans the true stars of the show. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a large-scale responsive video environment featuring a massive 20x10 foot screen.
By utilizing real-time motion inputs, a virtual crowd reacted to every dance, jump, and shout the fans brought to the stage. We delivered distinct virtual reactions to celebrate unique fandoms, instantly rewarding participants with personalized videos to share their love for the game directly on social media.
ADIDAS X FOOT LOCKER | PRO-LEVEL CONTENT OPPORTUNITY FOR YOUNG HOOPERS
For young basketball players, the greatest currency is content, yet only top prospects usually get highlight tapes. To launch the Anthony Edwards 1, we engineered a high-speed production system at ATL's OTE Arena to give 60 local kids their own hero moment.
I led the live user experience and crafted the run of show, meticulously balancing wait times with actual court play to ensure an unforgettable physical event. By seamlessly integrating the live action into a rapid content pipeline, we shot, edited, and delivered 60 bespoke showcase videos in a single day, turning a product launch into a massive community value-add.
RIOT GAMES: LOL X | CELEBRATING A DECADE OF A CHAMPION COMMUNITY
To mark the ten-year anniversary of League of Legends in Brazil, we needed to physically manifest a massive digital phenomenon. As Creative Director, I defined the experiential strategy, guiding the creative team to translate a decade of gaming lore into a FOMO-worthy, real-world community celebration.
By assembling an immersive "full party" experience where physical art installations and live touchpoints seamlessly linked back to a larger digital fan ecosystem, we transformed this decade-old milestone into an inescapable cultural moment.
PROVEN AT GLOBAL SCALE
This same approach to cultural integration has been successfully deployed to embed brands into the center of the zeitgeist around the world. These high-stakes cultural ecosystems, with collaborations with Riot Games, leading and supporting the creative team for the N•A•S•A social campaign for Valorant and creating a special series of high-impact local events in Brazil for Wild Rift, starting with the Wild Salvador activation. I also was part of the team that developed the viral Puzzle Boxes for Netflix’s Glass Onion.