As Creative Director, I transformed a leading golf brand’s creative vision—revitalizing its storytelling and digital strategy to spark growth and deeper consumer connection.
The problem: The brand’s identity and messaging had grown stale, failing to inspire modern golfers or reflect its core values and true potential.
The attempt at relief: Initially brought on as a Brand Consultant, I united marketing and creative teams, defined a stronger narrative, and built a culture rooted in collaboration and innovation.
The solution: Promoted to Creative Director, I led an integrated storytelling approach that modernized the brand across digital and experiential platforms–culminating in standout campaigns, including a Super Bowl LIX activation, that reignited engagement and positioned the brand as a bold, contemporary force in golf.
TV Spot 1: The Serta iComfort "An iComfort Story About Cooler Sleep" commercial features a sheep who is hot and miserable during a heatwave. The sheep flees from a pet groomer who is trying to shave its wool, only to find relief and cool comfort by sleeping on an iComfort mattress.
The problem: A very hot day makes the Serta sheep extremely uncomfortable.
The attempt at relief: The sheep's owner tries to shave its wool with clippers to help it cool down, but the sheep gets scared and runs away.
The solution: The sheep finds an iComfort mattress and finally gets a cool, comfortable night's sleep.
TV Spot 2: Leo Burnett’s 2018 “Not Just Sorta Comfortable. Serta Comfortable.” campaign redefined what comfort truly means—transforming Serta’s message from restorative to indulgent.
The problem: Comfort had become ordinary—forgettable in a world of “sorta comfortable.”
The attempt at relief: Introduce Rick Blomquist, a man living a perfectly “sorta” life, from woolly car seats to slipper-company bliss.
The solution: Through humor, storytelling, and the return of the beloved Serta Sheep, the campaign showed audiences that true comfort isn’t halfway—it’s Serta. Supported by TV, digital, print, and in-store activations, the work delivered a witty, memorable reminder: Don’t settle for comfortable. Demand extraordinary.
It’s electrifying! For Super Bowl LVII, John Travolta reignited the Grease legacy alongside Scrubs stars Zach Braff and Donald Faison in T-Mobile’s “New Year, New Neighbor” campaign—celebrating nostalgia with a modern twist.
The problem: T-Mobile needed a Super Bowl moment that cut through the noise while honoring pop culture history and promoting its Home Internet (HINT) service.
The attempt at relief: We leaned into cultural storytelling, pairing humor and heart through a Grease-inspired musical that bridged generations and built anticipation around the brand.
The solution: Through bold creative direction and agency collaboration, we delivered unforgettable :30 and :60 spots—blending entertainment and brand messaging to create one of T-Mobile’s most talked-about campaigns.
Allstate’s “Mayhem” campaign redefined insurance advertising—turning chaos into comedy and creating one of the most enduring brand voices in the industry.
The problem: Insurance ads often relied on fear and seriousness, leaving little room for emotional connection or cultural relevance.
The attempt at relief: From 2016 to 2020, our team helped evolve the Mayhem legacy by bringing its wit and relatability to digital and social platforms, expanding the brand’s presence beyond traditional TV.
The solution: Through sharp storytelling, creative direction, and bold visual strategy, we created content that kept Mayhem culturally fresh—reinforcing Allstate’s message that you’re better protected with them than with “cut-rate” insurance.
As Creative Director, I transformed a leading golf brand’s creative vision—revitalizing its storytelling and digital strategy to spark growth and deeper consumer connection.
The problem: The brand’s identity and messaging had grown stale, failing to inspire modern golfers or reflect its core values and true potential.
The attempt at relief: Initially brought on as a Brand Consultant, I united marketing and creative teams, defined a stronger narrative, and built a culture rooted in collaboration and innovation.
The solution: Promoted to Creative Director, I led an integrated storytelling approach that modernized the brand across digital and experiential platforms–culminating in standout campaigns and new product launches that reignited engagement and positioned the brand as a bold, contemporary force in golf.
The “Made to Chill” campaign celebrates everyday moments of relaxation, connecting with younger audiences who seek ways to unplug in a hyper-connected world.
The problem: Traditional beer advertising often relies upon outdoorsy or extreme imagery, missing the mark on relatable, everyday moments where people actually unwind.
The attempt at relief: We explored unconventional occasions—shower beers, casual rounds of golf, or kicking off shoes—highlighting fundamental, playful ways people relax rather than relying on cliché mountain and stream visuals.
The solution: Through art direction, creative strategy, and a full suite of digital, print, OOH, packaging, and social executions, the campaign authentically captured “chill” moments—resonating with audiences and redefining the brand’s approach to beer storytelling.
Dunkin’ faced a pivotal moment: nearly 20 years without a creative refresh. The goal was clear: modernize the brand while preserving its energy, warmth, and cultural relevance. At Arc Worldwide in collab with DDB and other agencies, Dunki evolved into a beverage-led, on-the-go powerhouse.
The Problem: Dunkin’ needed a total transformation—moving beyond “Donuts” to capture a modern lifestyle, while maintaining loyalty and brand familiarity.
The Attempt at Relief: We at Arc reimagined the in-store experience, packaging, and store design, blending heritage with fresh, contemporary visuals to reconnect the brand with fans and culture.
The Solution: A bold rebrand, dropping “Donuts,” energizing every touchpoint, and redefining Dunkin’ as a movement—delivering faster, fresher, and culturally relevant experiences for a new generation of fans.
The 2024/25 Chicago Bears Seasonal Style Guide, "#LetsHunt," fuses classic team elements, brand colors, and bold layouts to energize both the organization and its fans.
The problem: The Bears needed a fresh, engaging way to celebrate their schedule and connect culturally with fans beyond standard team graphics.
The attempt at relief: Building on the 2024 Schedule Release Video, we integrated iconic Chicago films—Ferris Bueller’s Day Off, Cooley High, Christmas Vacation, and Risky Business—starring DJ Moore, creating a narrative that was both playful and deeply local.
The solution: Through independent creative direction, art direction, and storytelling, the 3:52-minute video and accompanying style guide delivered a cohesive, culturally resonant experience that amplified team pride and fan excitement.
Since 1954, Marlboro has stood as an iconic, flavorful brand, embodying the myth and enduring values of the American frontier.
The problem: With shifting markets and evolving consumer expectations, the brand needed fresh ways to convey its premium status while staying true to its heritage.
The attempt at relief: We explored new brand families—Red, Gold, Green, and Black—to highlight distinct personalities, creating opportunities to modernize storytelling and expand consumer engagement across multiple touchpoints.
The solution: Through art direction, digital design, packaging, e-commerce, email, photo direction, and UI/UX, we brought Marlboro’s essence to life in a contemporary, dynamic way—reinforcing its premium positioning while honoring its iconic American West legacy.
The problem: As T-Mobile Park approached its 25th Anniversary, the challenge was clear—honor a quarter-century of Mariners baseball while creating a fresh visual story through digital, social, and video that resonated with fans old and new. The design needed to reflect both the soul of Seattle and the park’s architectural legacy, all within a tight creative window.
The attempt at relief: Initial concepts explored nostalgic themes—heritage marks, vintage palettes, and familiar motifs—but they lacked the spark to celebrate this milestone moment truly. The goal was to go beyond commemoration and capture the enduring energy, pride, and emotion that define T-Mobile Park.
The solution: A bold anniversary identity blending iconic architecture, team spirit, and timeless design—connecting generations of fans through a unified celebration of past, present, and future.
T-Studios spearheaded the launch of the iPhone 15 Pro, Apple’s lightest Pro model featuring aerospace-grade Titanium and groundbreaking technology.
The problem: Apple needed launch materials that communicated innovation, premium design, and unmatched performance while cutting through a competitive market.
The attempt at relief: We activated high-impact visuals and messaging across key locations—Times Square, Bryant Park, Lincoln Tunnel, and Philadelphia—ensuring the product’s features and Titanium design were unmistakably highlighted.
The solution: Through creative and art direction, branding, graphic and digital design, print, OOH, and motion graphics, we delivered a bold, cohesive campaign that inspired excitement, celebrated cutting-edge technology, and positioned the iPhone 15 Pro as a must-have innovation in the minds of consumers.
For the Tampa Bay Buccaneers, we created seasonal creative assets to elevate the team’s brand, engage fans, and drive excitement across its digital platforms.
The problem: The Bucs needed a cohesive, visually compelling identity for digital, social, web, and promotional channels that could support fan engagement and new revenue initiatives.
The attempt at relief: We focused on reskinning social platforms, designing branded assets, and creating schedule and web content that reflected the team’s high energy and rich history—building anticipation ahead of the season.
The solution: Through art direction, creative strategy, graphic and identity design, and seamless UI/UX, we delivered a unified, dynamic experience that amplified fan engagement, enhanced VIP season ticket offerings, and strengthened the Buccaneers’ digital and visual presence.
T-Mobile elevated live experiences as the exclusive wireless provider for the F1 Las Vegas Grand Prix and Lollapalooza 2023, delivering connectivity and unforgettable fan activations.
The problem: High-profile events demand seamless connectivity and engaging, memorable experiences for both fans and performers.
The attempt at relief: At F1, the “T-Mobile Zone at the Sphere” offered exclusive perks, premium views, and elevated lounges.
At Lollapalooza, Club Magenta provided charging, drink, and glam stations, plus “the Hookup” claw machine for giveaways, giving artists and attendees a VIP experience.
The solution: Through creative and experiential direction, digital and physical activations, and strategic event design, T-Mobile amplified engagement, ensured superior 5G connectivity, and created immersive, memorable moments—positioning the brand as the go-to partner for high-energy, connected experiences.
“Straight Out of My Mind” is a collaboration between New Era Cap and Kid Cudi, resulting in a bold Artist Series collection inspired by the Indicud and Satellite Flight albums.
The problem: New Era sought a collection that authentically reflected Kid Cudi’s creative vision while standing out in a crowded market of artist collaborations.
The attempt at relief: We translated Cudi’s artistry into design—incorporating logos, galaxy prints, handwritten lyrics, and illustrative elements that captured his thought process and musical persona.
The solution: Through art direction, creative strategy, graphic and digital design, print, OOH, and packaging, we delivered two 59FIFTY® caps and a rucksack that were trippy, clean, and bold—perfectly aligned with Kid Cudi’s iconic style and New Era’s premium aesthetic.
Inspired by the Virgil Abloh x Louis Vuitton Spring-Summer 22’ collaboration, I reimagined the Air Jordan 1 silhouette by merging Nike’s performance heritage with Louis Vuitton’s craftsmanship and iconic aesthetic.
The problem: Creating a sneaker that honors both brands’ legacies while offering a fresh, culturally resonant design posed a challenge—balancing performance, luxury, and visual storytelling in a single iconic silhouette.
The attempt at relief: I carefully selected premium materials—calfskin leather, natural cowhide trim, Alcantara microfiber, and LV canvas—while integrating signature Louis Vuitton stitching, the AJ1’s structural integrity, and thoughtful design cues inspired by Virgil Abloh’s Off-White collaborations. Key elements included a non-curl toe box with monogram detailing, dual-textured swooshes, and a dense date stamp on the sole and inner heel.
The solution: The resulting Air Jordan 1 x Louis Vuitton concept fuses performance, style, and luxury. Every detail—from lining alignment to exclusive sole patterns and monogram accents—celebrates both brands’ identities. The design elevates a timeless sneaker into a cultural icon, demonstrating how meticulous craftsmanship and visionary storytelling can transform collaboration into legacy.
It’s time to change the conversation about money—moving from stress and discomfort to confidence and control.
The problem: Money talk is often avoided, leaving people anxious, overwhelmed, and disconnected from their goals.
The attempt at relief: We encouraged open, empowering messaging that reframes financial conversations as a path to clarity, confidence, and personal freedom.
The Solution: Through art direction, creative strategy, branding, graphic and digital design, print, OOH, email, social, videography, and UI/UX, we delivered a campaign that inspires action, reduces fear, and empowers individuals to take control of their finances—turning uncertainty into confidence and enabling them to focus on what truly matters.
Inspired by Virgil Abloh’s Spring-Summer 22’ Louis Vuitton x Nike collaboration, I reimagined the Air Jordan 1 silhouette, merging Nike’s performance heritage with Louis Vuitton’s craftsmanship to create a new, iconic sneaker concept.
The problem: The challenge was to honor both brands’ legacies while delivering a design that felt fresh, luxurious, and culturally relevant—a balance of performance, aesthetic, and storytelling.
The attempt at relief: I selected premium materials—calfskin leather, natural cowhide trim, Alcantara microfiber, and LV canvas—and incorporated signature Louis Vuitton stitching alongside AJ1 structural details. Design elements included a non-curl toe box with monogram detailing, dual swooshes with textured layering and Off-White–inspired stitching, and a dense date stamp marking authenticity on the sole and inner heel.
The solution: The Air Jordan 1 x Louis Vuitton concept fuses performance, luxury, and cultural storytelling. Every detail—from the exclusive sole pattern and pivot point branding to the refined materials and monogram accents—elevates a classic silhouette into a statement of craftsmanship and innovation. This concept celebrates the power of thoughtful design to transform collaboration into an enduring, iconic legacy.
DeMarcus “Boogie” Cousins rose from Kentucky All-American to NBA All-Star, captivating fans with his skill and charisma.
The problem: To secure his first All-Star appearance, Cousins needed heightened fan engagement and visibility, especially during NBA fan voting.
The attempt at relief: We created “I Vote for DMC,” a playful, interactive social campaign and print activation that encouraged fans to log on, upload photos, and share support across social platforms, thereby amplifying voting momentum.
The solution: Through art direction, creative strategy, graphic and digital design, print, OOH, social media, and UI/UX, we delivered a viral, fan-driven campaign. “DMC 2 NYC” increased fan participation, strengthened community engagement, and propelled Cousins into his All-Star debut in Brooklyn—demonstrating how creativity and interactivity can transform support into measurable results.
Inflation is hitting American families hard, with everyday essentials rising dramatically—groceries, gas, and housing costs adding an average of $433 per month.
The problem: Rising prices create financial stress and uncertainty, making it harder for families to plan and feel secure.
The attempt at relief: T-Mobile launched Price Lock, guaranteeing that new customers’ wireless rates won’t increase—even as other costs rise—providing stability and peace of mind.
The solution: Through digital and OOH activations in Times Square, Bryant Park, Lincoln Tunnel, Midtown West, and Philadelphia, combined with bold creative direction and design, we delivered a clear, reassuring message. Price Lock empowers customers by offering control in uncertain times, reinforcing T-Mobile as a brand committed to protecting what matters most.
For over 25 years, Scotty Cameron has crafted the world’s finest putters, trusted by golf’s greatest players.
The problem: Golf needed precision equipment that matched elite performance.
The attempt at relief: Scotty focused on superior materials and design.
The solution: His meticulous craftsmanship transformed putter design, changing the game forever.
For 100 years, Kraft has celebrated families, recognizing there’s no perfect way to parent—only your way.
The problem: Modern parents face immense pressure to be “perfect,” creating stress and self-doubt.
The attempt at relief: Kraft studied these pressures and discovered that most kids value love and authenticity over perfection.
The solution: Through inspiring messaging and thoughtful campaigns, Kraft reassures parents that doing their best with love is enough. By championing real, imperfect family moments, Kraft empowers parents to focus on what truly matters—connection, care, and conviction—reinforcing that greatness comes from authenticity, not perfection.
In a world where 95 million photos are shared daily, images hold unmatched power to capture moments, spark connections, and create lasting memories.
The problem: Sports storytelling often struggles to convey emotion and excitement in a single shot, leaving audiences disconnected.
The attempt at relief: We focused on authentic, raw imagery that highlights unforgettable sports moments, translating complex narratives into a single, compelling frame.
The solution: Through strategic creative direction and photography, the campaign draws audiences past the paywall, inspiring curiosity and engagement. By emphasizing the intensity and emotion of sports, we transform visuals into a desire, encouraging consumers to experience the full story with The Athletic.
Since 1954, Marlboro has stood as an iconic, flavorful brand, embodying the myth and enduring values of the American frontier.
The problem: With shifting markets and evolving consumer expectations, the brand needed fresh ways to convey its premium status while staying true to its heritage.
The attempt at relief: We explored new brand families—Red, Gold, Green, and Black—to highlight distinct personalities, creating opportunities to modernize storytelling and expand consumer engagement across multiple touchpoints.
The solution: Through art direction, digital design, packaging, e-commerce, email, photo direction, and UI/UX, we brought Marlboro’s essence to life in a contemporary, dynamic way—reinforcing its premium positioning while honoring its iconic American West legacy.
Big ideas drive me; creative execution turns them into action. This passion project celebrates the Buffalo Bills’ iconic red helmets, which were last worn in 2010, and reimagines them for today.
The problem: Throwback uniforms often get lost in history, leaving fans nostalgic but disconnected from modern design.
The attempt at relief: I studied NFL, Riddell, and Nike 2023 throwback uniforms, blending retro inspiration with contemporary creative direction and art.
The solution: Through detailed design and strategic creative direction, the project retrofits the Bills’ red helmets, honoring their 1980s/90s legacy while energizing the Bills Mafia. The result reconnects fans to the team’s history, celebrates tradition, and demonstrates the power of purposeful, visionary design.
Fraser Yachts sets the standard in luxury yachting, delivering unparalleled experiences to clients worldwide.
The problem: Managing and maintaining a global fleet of high-value yachts requires exceptional expertise, precision, and dedication.
The attempt at relief: Fraser employs over 160 skilled professionals across 20 offices, combining industry knowledge with personalized service to meet the exacting expectations of the ultra-luxury market.
The solution: Through meticulous attention to detail, expert management, and a commitment to excellence, Fraser Yachts delivers extraordinary experiences and seamless service. The company’s dedication ensures every yacht, superyacht, and megayacht under its care exemplifies the pinnacle of luxury, reinforcing Fraser’s reputation as the unrivaled leader in the industry.
Tennis United unites the ATP x WTA, showcasing elite male and female athletes on the same global stage and celebrating the sport as a unified product.
The problem: Historically, male and female tours operate separately (aside from the US Open), limiting opportunities to highlight athletes equally and connect fans across the sport.
The attempt at relief: We built Tennis United as a creative storytelling platform, collaborating with athletes to capture their personalities, passions, and ideas, producing content that bridges the tours and engages fans worldwide.
The solution: Through strategic creative direction, digital design, and social integration, Tennis United delivers bespoke, unified content. Each post champions equality, highlights athlete individuality, and positions tennis as a single, cohesive experience—celebrating the sport’s icons and inspiring fans everywhere.
FOX sought to transform its sprawling two-floor headquarters into an inspiring, cohesive environment that visually connects employees to the brand’s legacy.
The problem: The expansive office space lacked a unifying identity, making it difficult to foster engagement, culture, and a sense of belonging.
The attempt at relief: We tapped into FOX’s rich library of movies, shows, and network assets to design dynamic, immersive spaces that celebrate the company’s history while guiding employees through each floor.
The solution: Through strategic art direction, creative leadership, graphic design, and environmental storytelling, the project delivered a visually striking, cohesive design system. The headquarters now inspires creativity, reinforces FOX’s identity, and transforms everyday workspaces into vibrant, connected experiences that celebrate the brand and its people.
T-Mobile activated its SEC Championship sponsorship with a bold, immersive LED campaign, delivering dynamic messaging to fans at one of college football’s most anticipated events.
The problem: Reaching SEC fans in a stadium environment required visibility, impact, and a connection that resonated with both existing and potential customers.
The attempt at relief: We designed a comprehensive LED takeover across Mega Column, Feather Wall, Halo 180, Halo 360, and Fascia displays, delivering vibrant, location-specific messaging emphasizing T-Mobile’s 5G coverage.
The solution: Through art direction, creative strategy, motion graphics, and animation, the activation captured fan attention, reinforced the “Your hometown network” message, and strengthened T-Mobile’s brand presence. The campaign combined spectacle with strategy, turning every LED touchpoint into an engaging, memorable experience for SEC fans and prospective customers alike.
The Detroit Pistons champion diversity, inclusion, and women’s empowerment, showcasing how the team powers humanity both on and off the court.
The problem: Engaging audiences around empowerment initiatives requires authenticity, visibility, and meaningful connections with women, local businesses, and influencers.
The attempt at relief: We developed a multi-channel platform that highlights women’s achievements by using social graphics, exterior banners, merchandise, and curated content to celebrate female leaders and inspire participation.
The solution: Through dynamic art direction, creative strategy, graphic and digital design, print, OOH, social media, and photography, the campaign amplifies voices, fosters engagement, and drives partnerships. By combining storytelling with bold visuals, the Pistons elevate women’s empowerment while creating an inclusive, inspiring platform for fans, influencers, and communities alike.
Supreme is an American clothing and skateboarding brand established in April 94 in New York City. It is recognized for its influence on streetwear culture and its collaborations, which cater to skateboarding, urban fashion trends, and American culture. Supreme has engaged in various high-profile collaborations, expanding its reach beyond the skateboarding community.
This collaboration, pitched during the Coors Light rebrand and launch of the “Made to Chill” campaign, was meant to reach urban and sophisticated Gen Z’ers while exposing them to an American classic. It’s a collaboration made in heaven. Supreme, a cornerstone of streetwear and skate culture since 1994, partnered with Coors Light to create a bold, culturally resonant collaboration.
The problem: Connecting an iconic American beer with a trendsetting, urban Gen Z audience required authenticity and a seamless blend of style and lifestyle.
The attempt at relief: We leveraged Supreme’s streetwear credibility alongside Coors Light’s “Made to Chill” campaign, crafting a collaboration that resonated with fashion-forward consumers while honoring the brand’s heritage.
The solution: Through strategic creative direction, art and graphic design, and cultural storytelling, the partnership elevated both brands. The campaign captured attention, engaged urban audiences, and celebrated the fusion of iconic streetwear and American classic beer, delivering a collaboration that felt effortless, aspirational, and culturally impactful.
Eagles fans are legendary for their passion, loyalty, and unwavering energy—filling seats and fueling the team every game.
The problem: Capturing the intensity and fervor of this fan base in a visual campaign for high-profile games required a concept that matched their unmatched energy.
The attempt at relief: We developed “Veins,” a concept inspired by the body’s response to high-intensity moments, translating physical excitement into dynamic, visually striking assets.
The solution: Through intense art direction, creative strategy, graphic and digital design, branding, and print, the campaign brought the fans’ energy to life. The program covers and landing pages captured the pulse of Eagles Nation, connecting their passion directly to the excitement of the team’s Monday Night and high-stakes home games.
Hosted by NBA icon Carmelo “Melo” Anthony, this series captures his global pursuit of culture, creativity, and connection—revealing the passions that drive him beyond the court.
The problem: Audiences craved authentic, unfiltered access to Melo’s world—one that bridges luxury, lifestyle, and global discovery.
The attempt at relief: We followed Melo across continents, immersing viewers in the local art, cuisine, fashion, and traditions that shape each destination’s identity.
The Solution: Through cinematic storytelling and distinct creative direction, the series delivered an inspiring, behind-the-scenes journey that celebrated culture, individuality, and exploration—cementing Melo’s voice as both tastemaker and traveler in a world where curiosity meets sophistication.
New Era Cap, a global leader in sports headwear since 1920, merged innovation and athletic heritage to captivate fans with the 2014 NFL Reflective Draft Cap.
The problem: Launching a new reflective technology required an engaging, visually striking way to highlight the product and energize fans.
The attempt at relief: We designed the “Seize the Spotlight” campaign, activating the reflective cap at key moments when athletes hit the stage, amplifying the impact through camera flashes and live event energy.
The solution: Through art direction, creative strategy, graphic and digital design, and immersive storytelling, the campaign showcased the cap’s cutting-edge technology. It generated excitement, drove sales, and positioned New Era as the brand that celebrates athletes and fans at the perfect, spotlighted moment.
Born from the raw power of nature, “Primal Instinct” channels the athlete’s innate drive to act without hesitation.
The problem: Modern design often lacks visceral emotion.
The attempt at relief: Reconnect creativity to instinctive energy.
The solution: A concept helmet series embodying pure, untamed expression.
