I've built brands from scratch that translate complex innovations into compelling market narratives. zero to one brand strategy.
Other times I've led existing power brands to lead their sectors, operating at scale.
The consistent element is a focus on world class craft.
I've built brands from scratch that translate complex innovations into compelling market narratives. zero to one brand strategy.
Other times I've led existing power brands to lead their sectors, operating at scale.
The consistent element is a focus on world class craft.
5
Portfolio Brands Managed
Started From Nothing
NEW CATEGORIES, NEW BRANDS, NO EXISTING PLAYBOOK
ZERO TO ONE
Clif Pet
$6M business, acquired by Mondelez
ZERO TO ONE
Clif Pet
$6M business, acquired by Mondelez
ZERO TO ONE
Clif Pet
$6M business, acquired by Mondelez
A new pet category built from a blank page, concept to acquisition, with no existing playbook and no big team behind it.
A new pet category built from a blank page, concept to acquisition, with no existing playbook and no big team behind it.
FOUNDER-LED
Sooner
Brand and growth for an AI fintech startup, IDEO supported
ZERO TO ONE
¡Yappah! Chicken Crisps
An upcycled snack built from rescued ingredients.
ZERO TO ONE
Pact
Real food positioned against a supplement wellness category. Validated on Indiegogo before scaling to owned DTC.
Grown to Category Leaders
BRANDS THAT ALREADY EXISTED. MY JOB WAS TO MAKE THEM IMPOSSIBLE TO IGNORE.
SCALED
High Noon
#1 spirits brand in the U.S. by volume, $1.5B
SCALED
High Noon
#1 spirits brand in the U.S. by volume, $1.5B
SCALED
High Noon
#1 spirits brand in the U.S. by volume, $1.5B
Brand strategy and creative execution
Brand strategy and creative execution
SCALED
Barefoot
Creative direction for one of Gallo's largest global wine brands, part of an innovation portfolio spanning 50+ SKUs.
SCALED
Raised and Rooted
A new protein category, launched into 10,000+ retail locations.
LAUNCHED
YUMI
Brand identity and go-to-market for YUMI's launch across five international test markets.
Craft
THE HANDS-ON WORK BEYOND THE STRATEGY - DIRECTING, SHOOTING, EDITING
DIRECTED - CANNES LION
Equinox, The Pursuit
DIRECTED - CANNES LION
Equinox, The Pursuit
DIRECTED - CANNES LION
Equinox, The Pursuit
An original brand idea translated into award-winning content.
An original brand idea translated into award-winning content.
DIRECTED
Snapchat AR
AR campaigns for Pepsi, Bacardi, and HBO.
ART DIRECTED
Google Pixel 3a,
Night Sight
Translating new camera technology into a real-world demonstration.
ART DIRECTED
Samsung, Gear S2
Launching a revolutionary wearable design with style.
Independent and Personal Work
STORIES I TELL - FOR THE LOVE OF THE GAME
A collaboration with the Papel & Caneta creative collective, highlighting moving stories of Refugees
A collaboration with the Papel & Caneta creative collective, highlighting moving stories of Refugees
DOCUMENTARY
Old Town
A verité documentary on a silent movie hall that time forgot. Vimeo Staff Pick winner.
NARRATIVE
Every Mother Counts
A PSA film awarded a Silver Cannes Young Lion.
NARRATIVE
Ask Trans Folks
A collaboration with the Papel & Caneta advertising collective. A platform built to empower the trans community.
