How do you showcase Africa’s economic future?
You let its experts tell the story—through a bold Afrofuturist lens.
Sub-Saharan Africa is full of economic potential, yet its narrative is often shaped by outsiders. To change that, we created Africa Perspectives—a dynamic video series featuring real African policymakers, academics, and analysts discussing the region’s wins, challenges, and innovations.
We built a distinct brand identity inspired by African art, geography, and culture to bring these conversations to life. Every visual element—from warm earth tones contrasting with the IMF’s signature blue to 3D animations that transform real economic data into a futuristic digital landscape—was crafted to reflect Africa’s layered history and high-tech future.
The impact? Powerful.
🌍 Videos streamed in English & French—expanding accessibility
📈 51.2% increase in total views after Season 1
🏆 Gold Muse Award for creative excellence
Africa’s economy is evolving. Now, the world is watching.
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ROLES:
Creative Direction
Campaign & Creative Strategy
Social Media Strategy
Promo Copywriting
How do you make water filtration unforgettable?
You prove it where it matters.
ZeroWater had a bold claim: superior filtration compared to competitors like Brita. But their go-to demo—using wine filtration to showcase purity—had lost its impact. The challenge? Reimagine the demonstration in a way that didn’t just educate consumers but made them care about the brand.
Our approach: a fresh, relatable narrative that sparked curiosity and trust.
We developed three in-house demos and put them to the test with AdLab research, measuring customer response, brand perception, and purchase intent. The winning concept became the foundation for a content strategy that didn’t just compare—but convinced.
The results? Crystal clear.
💧 ZeroWater surpassed PUR to become the #2 filtration brand
🏬 Expanded retail presence at Walmart, Target, Home Depot & more
📈 Higher purchase intent across key consumer segments
From gimmick to game-changer—this is how you make filtration stand out.
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ROLES:
Creative Direction
Creative Strategy
Copywriting
Art Direction
Presentation
How do you rebrand a creative industry’s biggest event?
You distill its complexity into a bold, unforgettable design.
By 2017, ADWKDC needed a reset. As brand chair, my challenge was to capture the energy of modern advertising—a field that thrives on constant innovation—and translate it into a visual identity that felt fresh, dynamic, and unmistakable.
We started by reassessing the event’s past branding and audience motivations, refining them into a single, striking theme: INNOVATE. Then, working with a professional illustrator, we distilled that idea into a bold new mark: “INOV8.”
The visual system—bright gradients, abstract shapes, and fluid compositions—embodied the rapid evolution of technology, creativity, and advertising. We teased out elements of the new identity in social media and email campaigns before ticket sales even began, building anticipation with strategic glimpses of the rebrand.
The results? A breakthrough success.
🎟 ADWKDC 2017 sold out.
📣 The new brand took over every touchpoint—social, email, presentations, posters, and stage graphics.
⚡ A bold, future-facing identity that captured the pulse of the industry.
Advertising never stands still. Now, neither does ADWKDC.
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ROLES:
Creative Direction
Creative Strategy
Presentations
How do you make global economics impossible to ignore?
You start unexpected conversations—with the people shaping the future.
During the COVID-19 pandemic, misinformation about macroeconomics, climate change, gender bias, and inequality spread as fast as the virus itself. The IMF needed a new approach—one that reached beyond policymakers and press conferences to engage a global audience. And we had to do it on a shoestring budget.
The answer? The Exchange: Conversations for a Better Future.
This groundbreaking live-stream series put the IMF Managing Director in candid conversations with unexpected guests—celebrated authors, business pioneers, climate champions, and political leaders—bridging the gap between economics and everyday life.
To reinforce the series' raw, unscripted nature, we built a distinct visual identity: gritty textures, desaturated images, and a painterly blue-toned palette that gave depth to every discussion.
The impact? Undeniable.
📈 Live views skyrocketed 4.5x (+353%) in just three episodes
🌍 Engagement spanned 10+ countries
🏆 Gold Muse Award + Bronze Anthem Award for creative excellence
Economics isn’t just policy—it’s personal. And The Exchange made people listen.
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ROLES:
Creative Direction
Set Designs
Promo Strategy
Promo Copywriting
How do you rebrand a company without erasing its legacy?
You evolve its story—without losing its roots.
Penn Schoen & Berland (PSB) built its reputation in political campaign strategy but had long since expanded into a full-service research and insights agency. The challenge? Despite a diverse client portfolio and the departure of its founders, the brand was still seen as tied to Washington politics.
We worked with leadership to craft a new strategic brand direction—one that reflected PSB’s evolution while honoring the credibility of its political heritage.
This wasn’t just a logo refresh—it was a strategic shift. By educating stakeholders, integrating continuous feedback, and reinforcing the value of the branding process, we built trust and alignment at every stage. The result? A modernized identity and tagline that truly captured the PSB of today.
The impact went beyond design.
✅ High client buy-in from leadership and stakeholders
📈 Scope expanded—we led the brand’s rollout across North America
💡 A rebrand that redefined PSB without losing what made it strong
New look. New era. Same foundation of trust.
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ROLES:
Creative Direction
Brainstorm Facilitation
Presentation
How do you redefine perception and inspire action?
You showcase the power of the human spirit.
Paralyzed Veterans of America (PVA), dedicated to empowering wounded veterans, sought to expand its reach and forge new corporate partnerships. We saw an opportunity to shift the narrative, transforming veterans from aid recipients to influential role models.
We launched the #UNSTOPPABLE campaign, focusing on the compelling stories of three veterans. Through dynamic digital and in-game messaging, amplified by a partnership with the Washington Football Team, we invited audiences to share their stories of overcoming adversity. By highlighting the remarkable achievements of these athletes, we aimed to raise funds and reshape public perception of what's possible.
The impact was transformative.
🏆 Gold Award at the American Advertising Awards
🗣️ Increased social media engagement by 250%
🤝 Secured three new significant corporate partnerships
💰 Raised over $500,000 in direct donations
The campaign not only garnered industry recognition but also ignited a nationwide conversation about resilience and possibility. By showcasing authentic stories of strength, we proved that inspiration drives action.
Real stories. Real impact. Real change.
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ROLES:
Digital Creative Direction
How do you turn awareness into action?
You make preparedness personal and accessible.
With weather-related disasters surging, only 12% of Americans felt ready for emergencies. To bridge this gap, we partnered with the American Red Cross and Boise to launch "Pledge to Prepare"—a campaign to demystify emergency preparedness.
We strategically aligned the campaign with National Preparedness Month, launching with a 90-second mockumentary across social media platforms. Consistent branding was implemented across all channels, from internal and external messaging to print ads and partner packaging, driving traffic to the Red Cross's dedicated landing page. By making preparedness relatable and engaging, we aimed to inspire tangible action.
The effect was immediate.
🎬 46,000+ views on YouTube and Facebook
🔄 375+ shares and retweets
📈 Significant increase in website traffic to the Pledge to Prepare landing page
🤝 Secured follow-up campaign work with the American Red Cross
The campaign generated significant online engagement and demonstrated the power of humor and accessibility in driving crucial behavioral change. By making preparedness approachable, we transformed passive awareness into active preparation.
We sparked a movement before the forecast turned fierce.
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ROLES:
Creative Direction
Set Design
Concept Ideation
Brainstorm Facilitation
Presentations
How do you rebuild trust after a PR crisis?
You tell the stories that matter.
In 2012, Susan G. Komen for the Cure faced a major fallout. A political controversy over Planned Parenthood funding led to plummeting donations and race registrations, threatening the foundation’s mission.
To reconnect with supporters, we launched "I Am"—a national multimedia campaign that put the spotlight where it belonged: on real breast cancer survivors. Through deeply personal TV, print, and digital stories, these women shared the raw, emotional realities of their diagnoses—reminding the world of what Komen stood for.
The impact was undeniable.
📺 83 million TV impressions (Today Show, CBS This Morning, and more)
📢 18 million online ad impressions
📖 Print placements in 25+ magazines
🎥 1.1 million video views
The campaign did more than restore visibility—it reignited belief in the cause. It was even featured on the cover of Advertising Age, proving that when you lead authentically, the world listens.
When trust faltered, real stories helped truth transcend crisis.
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ROLES:
Art Direction
Graphic Design
How do you transform a milestone into a movement?
You celebrate commitment and inspire generosity.
Tasked with creating a simple anniversary ad for a corporate volunteer program's 30th year, we saw an opportunity to amplify its impact. We crafted a powerful declaration of appreciation designed to ignite internal and external audiences, turning a moment of recognition into a catalyst for deeper engagement.
This declaration resonated so profoundly that the client launched a nationwide roadshow, bringing the celebration to every office. By honoring 30 dedicated employees as "Volunteers of the Year," each with $30,000 donated to their chosen charities, we transformed a commemorative moment into a tangible act of giving.
The impact was profound.
🎉 Nationwide roadshow launched
🏆 30 employees honored as "Volunteers of the Year"
💰 $900,000 donated to charities
📈 Significant increase in volunteer program awareness and interest
The campaign celebrated a legacy of service and inspired a wave of philanthropic action. By elevating individual stories of commitment, we proved that recognition can fuel a powerful ripple effect of generosity.
By turning appreciation into action, we didn’t just mark a milestone—we multiplied its impact.
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ROLES:
Strategy
Copywriting
Graphic Design
How do you change the conversation around self-love?
You make it playful, positive, and impossible to ignore.
Despite the well-documented benefits of self-love, our research revealed that 83% of Americans still find the topic uncomfortable. To help Japanese adult product brand TENGA break into the U.S. market, we needed to destigmatize the conversation—and get people talking.
The solution? Do It In May—a month-long, lighthearted celebration of human sexuality that encouraged open discussions among friends and partners.
We tapped into humorous euphemisms and whimsical illustrations to make the topic feel approachable. A fully integrated campaign combined digital activation, media outreach, and influencer engagement—including a partnership with Dr. Donaghue to boost credibility.
The results? A massive breakthrough.
📈 +400% sales increase for TENGA
📰 16 major media placements
📲 6,000+ social shares, reaching 11M+ people
📣 32M paid/earned media reach
🌐 +51% organic website traffic
Our audience blushed. Then they bought in.
ROLES:
Creative Direction
Art Direction
Concept Ideation
Creative Strategy
How do you make bite-sized learning binge-worthy?
You give it a brand—and a purpose.
The IMF Institute's microlearning video platform had world-class content but struggled to find an audience. With 228 bite-sized videos on YouTube, it had fewer than 10,000 subscribers and only 628,000 views—far below its potential to equip young government and banking professionals with real-world economic insights.
Through a design-thinking session, a key insight emerged: the content lacked a clear identity and a compelling call to action. The solution? A focused brand, a powerful tagline ("Come and Grow"), and a bold promotional strategy leveraging the IMF’s global credibility. A 30-second campaign video reinforced the fast, career-boosting value of microlearning.
The results were transformative.
🚀 Views skyrocketed from 628,000 to 1.8 million
📈 Subscribers nearly doubled to 18,800
🌎 The IMF solidified its position as a leader in global economic education.
Big insights. Small videos. Massive impact.
…
ROLES:
Creative Direction
Campaign & Creative Strategy
Social Media Strategy
Copywriting
Design-Thinking Facilitation
The Meme That Moved In
Like many of us, my wife was deeply moved—sometimes to the point of tears—by the good-spirited creativity behind the Bernie Sanders 2021 inauguration memes.
While she was away at work, I brought the meme home as a surprise. I created a few paper Bernies and carefully placed them throughout our home. She’s discovered some, but not all. Maybe this video will help her find the rest.
ROLES:
Concept Development
Cinematography
Editing
Cameo Appearance
