STRATEGY AND DESIGN DIRECTION

Led strategy and design direction for The Hilton Sale, a large-scale, multi-channel campaign focused on accelerating bookings across diverse traveler segments and driving Q3 revenue. Partnered closely with marketing, motion, and production teams to develop a cohesive creative system across paid media, social, email, and digital touchpoints, ensuring consistency while optimizing for performance by channel. Guided motion art direction and asset development to support both brand storytelling and conversion goals. The campaign delivered strong business results, with a single email send generating $2.85M in revenue (2x the previous year’s Season to Stay Sale), followed by additional emails driving $700K in revenue and 94M points redeemed—demonstrating the impact of a unified creative strategy tied directly to measurable growth.

STRATEGY AND DESIGN DIRECTION

Objective
Led creative strategy and art direction for Hilton Style of the Stay, a flagship lifestyle initiative showcasing Hilton’s 100 top-performing properties. The goal was to elevate brand perception through aspirational storytelling while driving consideration and intent across key traveler segments.

Approach & Responsibilities
Partnered with internal marketing stakeholders and external creative teams to develop a unified visual framework that balanced brand consistency with local authenticity across global locations. Defined the creative direction, mood, and narrative approach for photo and video shoots, ensuring each property was represented through a cohesive lifestyle lens aligned to Hilton’s brand platform.

Oversaw end-to-end production, from concept development through post-production, establishing visual standards and quality benchmarks across all deliverables. Collaborated closely with marketing and channel teams to design assets for omnichannel performance, ensuring content was optimized for digital, social, email, and print applications. This systemized approach enabled scalable content creation while maintaining a premium, editorial aesthetic.

Results & Impact
Delivered a robust, reusable library of lifestyle photography and video that became a core creative foundation across Hilton’s marketing ecosystem. The campaign strengthened brand affinity and increased engagement across channels, supporting elevated awareness and consideration for Hilton properties worldwide.

Media & Activation
Assets were strategically activated across paid and owned channels including web, social, email, digital advertising, and in-property touchpoints, as well as print collateral such as brochures and magazines—creating a consistent, immersive brand experience throughout the guest journey.

STRATEGY AND CREATIVE DIRECTION

Upcoming Drops is the highest performing of all Nike’s digital content. It is a weekly offense series, featuring mid- to high-heat footwear releases. Its purpose is to create excitement around upcoming launches, sustain Member engagement, drive opt-ins for notifications, and help Members to never miss a drop.

Nike trusted my team to revamp the creative for Upcoming Drops. The layout showcases a maximum of three footwear styles and utilizes their standard Product Detail Photography (PDP) within a templated system for weekly offense production. Additionally, it allows for easy translation of activations into Spanish.

Our final creation is evocative of futuristic championship display, a single PDP hovers heroically above a pedestal. Tone-on-tone color creates a sculptural yet clean environment to showcase the product.

Potential for a seamless loop to provide subtle animation, giving the PDP life as it floats up and down. The opacity of the drop shadow will change in relation to the PDP’s proximity to the pedestal to add more detail and fidelity.

CREATIVE DIRECTION, DESIGN, ILLUSTRATION AND STRATEGY

Using cut out paper I designed and illustrated strategy for AARP’s “How-to” story with partnering providers.

Objective:
Elevate wellness by crafting a compelling visual narrative around restorative sleep, nourishing meals, movement, and meditative spa experiences at Hilton. This includes highlighting Hilton’s partnership with Peloton, bringing immersive workout experiences to guests in fitness centers and private rooms.

Responsibilities:
As an Art Director, I was responsible for sourcing and curating assets for video and static creative, ensuring all visuals aligned with Hilton’s brand standards and stakeholder goals. I led the creative direction for video and photo shoots, collaborating with a team of professional creatives to establish a cohesive aesthetic across all media. Overseeing post-production, I ensured high-quality execution and consistency in the final deliverables. Additionally, I worked closely with marketing teams to integrate visuals seamlessly across digital platforms and printed materials, enhancing brand storytelling and engagement.

Measure of Success:
Increased brand consideration and hotel bookings through engaging, wellness-driven creative.

DESIGN DIRECTION
MENTOR
HIRING MANAGER

This reel celebrates the creative, collaborative Nike work that my team of designers, motion designers, writers, and project managers accomplished for the year of 2021.

CREATIVE DIRECTION

What began as a pitch for an opportunity to produce a bespoke shopping experience and photoshoot for a few lucky winners, turned into a celebration of the Nike Unite stores one year anniversaries.

I lead a team of designers and writers who created a set of five illustrated character sets that are unique to each Nike Unite store and their local culture.

These characters will be used on all of the digital advertising for the Unite Anniversary campaign and will also be included as a gift with purchase sticker pack.

CRETIVE DIRECTION, PACKAGING DESIGN, ILLUSTRATION

Designed and illustrated packaging for partnership with US National Parks and BURST oral care for the Mt Rainier Green Curve toothbrush.

STRATEGY, CREATIVE DIRECTION, ANALYTICS

Creative and motion direction for Nike App Español updated brand and style elements for all media promotion.

DESIGN DIRECTION

Gave creative direction on this massive campaign for Nike celebrating their 50th anniversary. Oversaw the realization of briefs, implementing Spike Lee’s amazing ad into all media, content for social posts, Nike App, Nike.com, and email.

STRATEGY AND CREATIVE DIRECTION

Collaborated with Allstate Insurance to unify its sprawling digital email presence to one visual language. Working closely with creators I led the team who designed, documented and implemented this robust, multi-lingual, dynamic text driven, flexible design system.

DESIGN

Helped with UX and interface design for  the online presence for the Doodle Google campaign. The winning artists from this year’s contest shared powerful visions for the world of tomorrow with artwork that advocated for a cleaner environment, worldwide equality, advancing technology, and more. The next generation showed us a bright and hopeful future.

IN COLLABORATION WITH:
Swift

SITE:Doodle4google

ART DIRECTION
CONCEPT DEVELOPMENT
DESIGN
STRATEGY
PHOTOGRAPHY
UX

IN COLLABORATION WITH:
Julie Morris
At Large Films

SITE: Smoothie Matchmaker

Bob’s Red Mill needed to put real effort behind the marketing of their new product line of protein powders. The company offers hundreds of SKUs of existing products and a huge base of dedicated consumers, but this was its first foray into the highly competitive nutritional supplement market, and the company sought a way to capture consumer attention and imagination. 

APPROACH
Our holistic strategy centered around creating a dynamic, engaging, and educational campaign that would bring the products to life and drive trial among new and existing Bob’s Red Mill consumers. The effort involved building an interactive site to house original video content, along with developing strategic partnerships to raise awareness of both the site and the new products.

Our website, which I named the “Smoothie Matchmaker,” featured Julie Mooris, key influencer and a well-known chef and blogger, from the health and nutrition category. She developed for us a diverse suite of more than two dozen recipes that made use of the new protein powders. We then shot and produced minute-long, high quality videos featuring how-to’s for each recipe.

We utilized social media content to further drive engagement and push traffic to the site, and we developed a content advertising partnership with Yoga Journal, while also employing media relations, to raise additional awareness of the campaign and products. 

RESULTS
While the campaign is currently still running and we haven’t yet received statistics for the website, we do know videos that the company has cross-shared on Facebook and Instagram have received more than 266,000 views just on those platforms. Our media relations efforts have generated more than 3 million impressions to-date.

ART DIRECTION
DESIGN
 

Created logo, business cards, digital standards and brand guidelines for Outriders NW, an All-Terrain Adventure guide company.

ART DIRECTION
CONCEPT DEVELOPMENT
STRATEGY

IN COLLABORATION WITH:
Rachelle Running
Mitch Frey

SITE: getportlandbaked

The element of surprise gets you into more consumer minds—faster. With our client’s tongue-in-cheek theme of Get Portland Baked, we played up the power of the unpredictable.

Results
Franz’s quarterly sales increased by an incredible 80-90%. Building Get Portland Baked social media followers from scratch, the campaign now has more than 70,000 followers on Facebook, Instagram, and Snapchat combined. 48% of the microsite visitors came from the social media channels we managed

ART DIRECTION
DESIGN

This interactive transparent LCD screen pedestal celebrates the Nike Kobe 11. The innovative technology allows the user to see interactive content on the glass screen while still being able to see the original product.

ART DIRECTION
DESIGN

Path for me, a cancer survivor portal and mobile app company, came to me needing help with name selection, creative direction and logo design. The logo is a sun rising over a mountain in the shape of a “P” with a trail laying around it, which alludes to the survivors strengths and new beginnings. 

ART DIRECTION
DESIGN

Nike Baseball wanted to celebrate The World Series 2016 Championship team by creating an unforgettable window display at the hometown Nike retail location.

CREATIVE DIRECTION
DESIGN
STRATEGY
UX

I designed and helped build a touch screen kiosk that allows an in-store customer to order customized Nike Pro gear. Using a barcode reader attached to the kiosk, the user is able to scan the product and then personalize it with text and graphics. Customization options are stored in a 2D barcode printed on a form that was sent to the factory along with the garment.

The kiosk was developed using Flex 3 and Flash along with a custom application shell built using Haxe.