Brand·Entertainment·Partnerships·Experiences
I'm a creative leader working where brands, entertainment, and culture meet. My whole career has come down to one move: turning audiences from spectators into participants. I find the connection — between a brand, a partner, a moment — that unlocks something bigger than a campaign, then align the strategy, creative, partnerships, and production to build it.
I helped turn a product launch into a cultural franchise — three consecutive years of festival, keynote, and community built around one creative vision.
What if a film integration became a cultural platform? I shaped the strategy that pushed a product placement past the screen — into premiere, talent, an owned vehicle moment, and a fashion exhibition.
What if watching became creating? I originated a '90s drive-thru that turned the Shorts feed into a physical world — snacks, merch, and a 40-foot MrBeast gumball machine — and gave fans a reason to become creators themselves.
AI is invisible; I made it something people could race through. The experience turned abstract technology into an immersive Formula 1 world where marketers could test, play, and compete.
At Cannes Lions, I created the experience strategy for Canva's home for the creative community — a poolside world of confetti, gelato, Pride, and (yes) four Teletubbies, where programming, hospitality, and product storytelling became one.
I started backstage — theatre, theme parks, live entertainment. Places where the story, the performers, the production, and the audience all have to work as one system, or the show doesn't work at all.
That's the thread through everything since. I moved from production into show development, then strategy, partnerships, creative, and brand entertainment — but I was always doing the same job: connecting the pieces so they add up to one thing an audience wants to step into. Most people go deep in one of those disciplines. I've spent twenty years learning how they fit together.
I think like a showrunner. A showrunner doesn't do every job — they hold the vision, and align the hundreds of decisions across every department so the whole thing feels like one world. For me the show is the strategy: what the audience sees, does, and feels isn't the output of the plan, it's the plan itself.
The connective tissue, start to finish, has always been the audience. Knowing how all the pieces work is what makes it easier to see what they could become together.
Let's make something people want to be part of.