Role: creative director, writer, film director

UA | Train Your Game is a 20-episode masterclass-style library of content featuring elite experts from the top 5 major leagues. Designed to bridge the gap between pro and everyday athletes, the content helped shift UA's loyalty program from transactional points to high-quality, value-based rewards.

Since launch, the revamped UA Rewards program has seen massive growth, with nearly 3 million members as of 2024, well ahead of projections. The program has driven increased purchasing behavior, with members buying premium products more frequently than non-members. This boost in loyalty has contributed to a 2% growth in Under Armour's e-commerce sales during key quarters, helping direct-to-consumer revenue increase by 4%.

An interactive music video for Coldplay’s new single Paradise to promote the breadth of undiscovered talent on the platform. Featuring over 100 musicians from all over the world, fans were invited to create unique versions of the song, before uploading it to YouTube where they could discover more of the music created by their chosen artists.

From 2014-2018, I was part of the creative leadership team responsible for Comcast's evolving rebrand to Xfinity. During that time, I helped guide the brand from functional to emotional messaging with multiple campaigns designed to modernize Comcast's image by promoting and launching cutting-edge innovations, including: Xfinity's high-speed internet, voice services, and the all-new Xfinity X1 platform.

Featuring spots that aired at both the Oscars and Super Bowl. Over the span of four years, Comcast revenue increased from $68.8 billion in 2014 to $94.5 billion by the end of 2018.

At YML, I built the in-house content production studio from the ground up, establishing a value-driven culture that inspired world-class creativity. I focused on hiring top-tier talent—writers, designers, directors, and motion graphics artists—while defining the vision, process, and philosophy that drove the team’s growth. Overseeing creative output and client relationships, I helped transform the studio into a fully-fledged profit center, generating $3M in annual revenue—year-on-year growth that culminated with the company’s first-ever $1M global production with Under Armour.

As well as producing world-class content for major brands, I worked with the founder, CCO and Head of Marketing to craft the narratives that shaped the story of our culture, people and the digital products we built—leading us to countless awards, including: Fast Company, Webby, Time 101, W3, Awwwards, Adage 2022 Customer Experience Agency of the Year and AdAge’s 2024 Business Transformation Agency of the Year.

Having passionately produced hundreds of projects together, I put a case to leadership to send us all to Sundance. It was an incredible chance to bond, build culture, and an experience none of us will ever forget.

On a strange day in 2021, I woke up to discover I'd randomly bought $500 in dogecoin—4 years earlier. My little dog was on the move. With the biggest football game on the planet fast approaching, I quickly knocked out an unofficial Super Bowl spot— what happened next, I admit, to only half expecting. Reddit exploded, Gene Simmons shared the video, diamond hands and crypto influencers worldwide amplified the hype. In the lead up to Super Bowl Dogecoin's price space rocketed; doubling from $0.05 to $0.089. What started as a moon shot became a pivotal moment in Dogecoin history—a stunt that remains to this day part of crypto and alt coin culture.

The most groundbreaking (and exciting) piece of work I created over the course of a two-year tenure as associate creative director on the Cisco account: a 3D printed model city, connected and powered by real-time local data.

There are two things The New York Post doesn't do well: pull punches and take prisoners. It is, after all, owned by Rupert Murdoch. Fair play to the clients. Lots of fun writing these.  

Awards: ‘Best Of Show’ National American Association of Advertising.

With the World Cup fast approaching, we were asked to help Twitter define their brand. Like many start-ups (even one as big as Twitter) it was a critical puzzle they'd struggled to solve. Ultimately, we distilled down into three simple words: Love Every Second. The following film was created to kick off both the tagline and the 2014 World Cup on Twitter.

An auction site for Pencils of Promise that sold items made exclusively with pencils. Each piece was created by a notable individual and reflected a unique talent they’d discovered at school. The project raised enough money to build an entire school which has gone on to teach over 400 students.

Awards: London International Awards.

Promotion campaigns created to promote the leadership & innovation of former employer & Digital Agency of the Decade: AKQA.

In the early days of Honda's now iconic "Power of Dreams" work, I wrote and produced some of the brand’s first award-winning work. This included an innovative series of print ads and a celebrated direct mail piece printed on seeded paper—junk mail that, when planted, blossomed into flowers. When you harness the power of dreams, creativity, and a dash of technology, you can turn junk into gold.

THEY COME is a short film inspired by Navajo folklore that originated shortly after the Apollo 11 Lunar Landing. It was one of 30 screenplays selected by the acclaimed Sundance Institute from over 2000+ scripts worldwide. Voted as a “Project We Love” on Kickstarter; the film has raised over $20,000 in funding, is currently in production, and slated for release at the end of 2021.

In 2008, I founded The Young Creative Council, a social initiative for aspiring creatives to network, not work, meet & collaborate. I ran the network for more than five years: hosting events, lectures, life drawing classes & portfolio nights before handing it on to a new generation of young minds that still passionately run it today. http://youngcreativecouncil.com/    

Working closely with the VP of Data & Analytics, I produced the following video to help reposition their department within the company and to investors; developing the strategy, writing the script, designing the assets, and then managing the motion graphics team that brought it all to life.

Writer/Director: 12-min short film. Log line: A busy mother's attempts to connect with her 4-year-old son are derailed as the boy becomes increasingly obsessed with a seemingly innocent, yet deeply disturbing YouTube nursery rhyme. Film inspired by this article.

Currently running the film festival circuit.
Full film available soon.

The Golden State Warriors hadn't won a championship in 36 years. For the first time in forever not only did they have a genuine shot at the title, but they also had the league's MVP Stephen Curry. On the back of an incredible wave of optimism I created the following track in tribute of The Bay's biggest hero. It was hard to imagine how big it would become. It's been viewed 580,000+ times on YouTube, 1.2M times on Facebook, played on the radio, the news, covered in local bars, and sung long after the final whistle blew and the Golden State Warriors were once again crowned Champions of the NBA.

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