Modernize Ally's financial brand presence across OOH, digital, and social while maintaining consistency at scale. The work needed to feel culturally current and cohesive across channels without losing clarity or brand trust.

Within a broader campaign team, supported art direction across core brand and campaign executions. Led the visual identity work for Creator Cache, a Web3-enabled creator program, developing its design system and rollout assets to ensure consistency across touchpoints.

Delivered a unified visual system that strengthened brand cohesion across channels and supported a new creator-facing initiative with a distinct, scalable identity.

Launch a global Amazon Ads initiative across multiple markets while maintaining brand consistency and clarity. The system needed to scale across regions, support localized adaptation, and remain cohesive across digital distribution channels.

Led art direction across brand social and digital distribution, partnering closely with strategy and data leads to ensure alignment between creative and performance objectives. Developed core brand guidelines and scalable toolkits that enabled local markets to adapt the system while preserving visual and narrative integrity.

Delivered a structured global rollout framework that empowered regional teams to localize effectively while maintaining consistency across markets and channels.

Create a platform-native brand integration inside Roblox that felt authentic to the ecosystem while remaining aligned with Sam's Club brand guidelines. The experience needed to drive participation through creator-style content while connecting digital engagement to tangible value.

Within a broader campaign structure, led art direction for the Roblox integration, defining its visual identity and narrative framework. Developed character systems and UGC assets designed to feel native to Roblox while maintaining brand consistency. Supported distribution strategy and implemented a branded Sam's Club card mechanic tied to in-platform promotional incentives.

Delivered a cohesive in-platform experience that blended platform-native storytelling with commercial objectives, extending brand presence into interactive digital spaces while enabling participation through UGC-driven touchpoints.

Build social-first creative systems that move beyond isolated posts and instead function as scalable brand ecosystems. The work needed to balance speed, platform fluency, and performance while maintaining cohesive visual identity across campaigns.

Led art direction across multi-brand social initiatives, developing repeatable visual systems, motion frameworks, and content toolkits tailored to platform behavior. Partnered with strategy and performance teams to align creative output with audience insight and measurable growth objectives.

Delivered adaptable social frameworks that strengthened brand presence across channels, improved creative consistency, and enabled ongoing iteration driven by performance data.

Extend a film release into participatory digital spaces without fragmenting narrative cohesion. The campaign needed to build sustained intrigue while guiding audiences toward an eventual interactive destination.

Within a broader GCD-led campaign, led art direction for the alternate reality layer, defining its visual identity and narrative structure. Developed a cohesive ARG system across coordinated digital touchpoints that funneled into a custom Fortnite (UEFN) experience, while supporting art direction for the game to maintain visual and narrative continuity.

Delivered a structured ARG framework that sustained audience engagement and extended the film's world into participatory spaces, reinforcing cohesion across both the ARG and Fortnite activation.