Global Brands
Some brands are big enough that the work has to be sharp before anyone will take it anywhere. This page collects that kind of work: recognizable consumer, healthcare, entertainment, and sports names, directed from concept through campaign and digital production.
The core of it was six years at St. John & Partners as Digital Marketing & Creative Director, directing integrated campaigns across national and global accounts at agency pace. The brand-name work has continued since, more recently through Bravely, on accounts like the NBA and FX.
Led digital campaigns from brief through delivery for national consumer and healthcare brands. That meant owning the creative concept, the channel strategy, and the production timeline in parallel, without handing off after concepting.
Directed creative and web marketing for Pfizer, Volkswagen, and Disney-owned Hulu and FX, in categories where the creative bar, the legal review, and the stakeholder complexity are all higher than in a standard consumer account. The work held up across all three.
Ran a team of designers and developers across consumer, healthcare, and entertainment accounts simultaneously, while presenting strategy and creative directly to senior client stakeholders. The directing and the client-facing work were the same job, not separate lanes.
Served as digital lead on selected productions, which at an integrated agency means being the person who makes sure the campaign doesn't fall apart between the concept deck and the live URL.
On accounts this size the work has to survive the room before it ever reaches an audience.
Six years directing integrated campaigns at agency pace across consumer, healthcare, entertainment, and sports names, presenting the thinking to the people whose brand it is. Range is the point of this page: the constraint changes with every account, the standard does not.
More recent brand-name work, produced through Bravely. Smaller engagements than the agency years, but the same job: recognizable brands, held to their own standards.
Digital creative for NBA Launchpad, the league's open call for innovations that could improve player health, performance, and wellness. The brief was to make a technical, R&D-flavored program feel like an invitation, on the league's own visual terms.
NBA Launchpad 2020 digital unit. The wireframe globe carries the innovation theme without leaving the NBA's brand system.
Social and digital campaign work for the launch of FX's Class of '09, an FBI thriller told across three timelines. The job was adapting the show's key art into the tune-in and social units that carry a premiere, in the FX brand voice.
Years directing creative across national and global accounts.
Pfizer, Volkswagen, Disney, and the NBA, run through one agency team at St. John & Partners.
Consumer, healthcare, entertainment, and sport, each with its own rules about what a brand is allowed to sound like, delivered by a team of designers and developers.
Years across that range of categories at agency pace is a particular kind of training. You learn to move fast without letting the work get sloppy, to present ideas to senior clients at Pfizer and Disney with the same confidence you'd bring to a regional QSR chain or a league office, and to lead a team through competing deadlines without the accounts bleeding into each other.
It's also where the pattern I've carried into every engagement since got established: own the strategy and the execution together, not one or the other. The best creative director I knew how to be was the one who understood why the campaign was supposed to work, not just what it was supposed to look like.
Johnson & Johnson Vision
They sell lenses to your optometrist, not to you. Two audiences, two arguments, one brand.
Read the case study →
Jacksonville Jaguars
A two-season engagement whose identity is still in market six seasons later, having outlasted the people who built it.
Read the case study →