Culture | Campaign | Amplification
INTEGRATED CULTURAL EVENTS
Integrated cultural events are about placing brands inside moments people already care about, then giving them something worth participating in and sharing. For entertainment, sports, and community-driven brands, they create relevance by connecting live experiences, social storytelling, and cultural context into one cohesive idea.
THE PLAYBOOK IN ACTION
As a Creative Director, I align a brand’s objectives with the communities and cultural movements around it, leading multidisciplinary teams across experiential, social, content, talent, and production to create campaigns that feel native to the moment, not simply placed inside it.
VISA @ SUPER BOWL 2024 | A FOOTBALL FAN PANDEMONIUM AT AMERICA'S BIGGEST SPORTING EVENT
To celebrate Super Bowl LVIII fans at the NFL Experience in Las Vegas, we needed to make the audience the main attraction. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a responsive stage experience built around a 20x10-foot screen where a virtual crowd reacted in real time to every dance, jump, scream, and celebration, then rewarded participants with personalized videos to share on social media.
ADIDAS X FOOT LOCKER | PRO-LEVEL CONTENT OPPORTUNITY FOR YOUNG HOOPERS
For young basketball players, the greatest currency is content, but highlight reels are usually reserved for top prospects. To launch the Anthony Edwards 1, I led the live user experience and run of show for a full-day showcase at Atlanta’s OTE Arena, balancing on-court play with a rapid content pipeline that captured, edited, and delivered 60 bespoke videos for local young players in a single day, turning a product launch into a meaningful community moment.
RIOT GAMES: LOL X | CELEBRATING A DECADE OF A CHAMPION COMMUNITY
To mark ten years of League of Legends in Brazil, Riot needed a celebration that honored the game’s legacy through the culture built by its fans. I helped define the experiential strategy for the live celebration, working with the creative team to shape how the event translated the campaign into a physical community moment connected to a larger digital fan ecosystem.
PROVEN AT GLOBAL SCALE
This same approach to cultural integration has shaped work beyond the featured projects. Additional examples include Riot Games’ N•A•S•A social campaign for Valorant, where I led and supported the creative team, a series of high-impact local events for Wild Rift in Brazil, beginning with the Wild Salvador activation, and Netflix’s viral Glass Onion Puzzle Boxes, which I helped develop as part of the creative team.
MORE WORK
Culture | Campaign | Amplification
INTEGRATED CULTURAL EVENTS
Integrated cultural events are about placing brands inside moments people already care about, then giving them something worth participating in and sharing. For entertainment, sports, and community-driven brands, they create relevance by connecting live experiences, social storytelling, and cultural context into one cohesive idea.
THE PLAYBOOK IN ACTION
As a Creative Director, I align a brand’s objectives with the communities and cultural movements around it, leading multidisciplinary teams across experiential, social, content, talent, and production to create campaigns that feel native to the moment, not simply placed inside it.
VISA @ SUPER BOWL 2024 | A FOOTBALL FAN PANDEMONIUM AT AMERICA'S BIGGEST SPORTING EVENT
To celebrate Super Bowl LVIII fans at the NFL Experience in Las Vegas, we needed to make the audience the main attraction. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a responsive stage experience built around a 20x10-foot screen where a virtual crowd reacted in real time to every dance, jump, scream, and celebration, then rewarded participants with personalized videos to share on social media.
ADIDAS X FOOT LOCKER | PRO-LEVEL CONTENT OPPORTUNITY FOR YOUNG HOOPERS
For young basketball players, the greatest currency is content, but highlight reels are usually reserved for top prospects. To launch the Anthony Edwards 1, I led the live user experience and run of show for a full-day showcase at Atlanta’s OTE Arena, balancing on-court play with a rapid content pipeline that captured, edited, and delivered 60 bespoke videos for local young players in a single day, turning a product launch into a meaningful community moment.
RIOT GAMES: LOL X | CELEBRATING A DECADE OF A CHAMPION COMMUNITY
To mark ten years of League of Legends in Brazil, Riot needed a celebration that honored the game’s legacy through the culture built by its fans. I helped define the experiential strategy for the live celebration, working with the creative team to shape how the event translated the campaign into a physical community moment connected to a larger digital fan ecosystem.
PROVEN AT GLOBAL SCALE
This same approach to cultural integration has shaped work beyond the featured projects. Additional examples include Riot Games’ N•A•S•A social campaign for Valorant, where I led and supported the creative team, a series of high-impact local events for Wild Rift in Brazil, beginning with the Wild Salvador activation, and Netflix’s viral Glass Onion Puzzle Boxes, which I helped develop as part of the creative team.
MORE WORK
Culture | Campaign | Amplification
INTEGRATED CULTURAL EVENTS
Integrated cultural events are about placing brands inside moments people already care about, then giving them something worth participating in and sharing. For entertainment, sports, and community-driven brands, they create relevance by connecting live experiences, social storytelling, and cultural context into one cohesive idea.
THE PLAYBOOK IN ACTION
As a Creative Director, I align a brand’s objectives with the communities and cultural movements around it, leading multidisciplinary teams across experiential, social, content, talent, and production to create campaigns that feel native to the moment, not simply placed inside it.
VISA @ SUPER BOWL 2024 | A FOOTBALL FAN PANDEMONIUM AT AMERICA'S BIGGEST SPORTING EVENT
To celebrate Super Bowl LVIII fans at the NFL Experience in Las Vegas, we needed to make the audience the main attraction. I led the creative concepting, user experience design, and full creative production for Fandemonium Pandemonium, a responsive stage experience built around a 20x10-foot screen where a virtual crowd reacted in real time to every dance, jump, scream, and celebration, then rewarded participants with personalized videos to share on social media.
ADIDAS X FOOT LOCKER | PRO-LEVEL CONTENT OPPORTUNITY FOR YOUNG HOOPERS
For young basketball players, the greatest currency is content, but highlight reels are usually reserved for top prospects. To launch the Anthony Edwards 1, I led the live user experience and run of show for a full-day showcase at Atlanta’s OTE Arena, balancing on-court play with a rapid content pipeline that captured, edited, and delivered 60 bespoke videos for local young players in a single day, turning a product launch into a meaningful community moment.
RIOT GAMES: LOL X | CELEBRATING A DECADE OF A CHAMPION COMMUNITY
To mark ten years of League of Legends in Brazil, Riot needed a celebration that honored the game’s legacy through the culture built by its fans. I helped define the experiential strategy for the live celebration, working with the creative team to shape how the event translated the campaign into a physical community moment connected to a larger digital fan ecosystem.
PROVEN AT GLOBAL SCALE
This same approach to cultural integration has shaped work beyond the featured projects. Additional examples include Riot Games’ N•A•S•A social campaign for Valorant, where I led and supported the creative team, a series of high-impact local events for Wild Rift in Brazil, beginning with the Wild Salvador activation, and Netflix’s viral Glass Onion Puzzle Boxes, which I helped develop as part of the creative team.