Selected Work
Creative judgment under real-world constraints.
Creative judgment under real-world constraints.
A curated set of campaigns, systems, and platform ideas
showing how brand expression becomes behavior
across culture, channels, and teams.
A curated set of campaigns, systems, and platform ideas showing how brand expression becomes behavior across culture, channels, and teams.
Interactive / Platform Ideas
Hummer EV x Call of Duty
Client:
GMC
Year:
2022
A launch film and in-game vehicle integration that turned HUMMER EV capability into a playable test drive inside Call of Duty. Instead of explaining the all-electric supertruck through conventional car-ad language, the work put it into Warzone, where speed, stealth, terrain, and team utility were the point.
Brand & Content Operating Systems
General Mills Social System
Client:
General Mills
Year:
2023
Enterprise-scale always-on social for General Mills, built as a repeatable design system rather than a collection of isolated posts. The work created a modular visual and motion system that could scale across brands, channels, formats, and recurring content needs while staying brand-correct and platform-native.
Cultural Systems
Bring Back the Griswolds
Client:
HomeAway
Year:
2010
A challenger launch platform that brought back the Griswolds to make the hotel-versus-vacation-rental contrast instantly legible. The campaign used Super Bowl XLIV as the ignition point, then extended into a short film, microsite, interactive game, social presence, and digital banners.
Interactive / Platform Ideas
Flavor Wars / Fortnite
Client:
5-hour Energy
Year:
2024
A UEFN Fortnite experience that launched 5-hour ENERGY Gamer Shots by turning flavor into gameplay. Flavor Wars used flavor teams, in-game power-ups, streamer captains, community competition, IRL sampling, and creator activation to make the product playable instead of merely visible.
Cultural Systems
Big Grill Energy
Client:
5-hour Energy
Year:
2024
A limited-release 5-hour ENERGY-inspired BBQ sauce turned a strange product extension into a legible summer grilling moment. The campaign used Brian Baumgartner, Food & Wine credibility, BBQ creators, and timed scarcity to move the idea from curiosity to demand.
Interactive / Platform Ideas
Hummer EV x Call of Duty
Client:
GMC
Year:
2022
A launch film and in-game vehicle integration that turned HUMMER EV capability into a playable test drive inside Call of Duty. Instead of explaining the all-electric supertruck through conventional car-ad language, the work put it into Warzone, where speed, stealth, terrain, and team utility were the point.
Interactive / Platform Ideas
Flavor Wars / Fortnite
Client:
5-hour Energy
Year:
2024
A UEFN Fortnite experience that launched 5-hour ENERGY Gamer Shots by turning flavor into gameplay. Flavor Wars used flavor teams, in-game power-ups, streamer captains, community competition, IRL sampling, and creator activation to make the product playable instead of merely visible.
Brand & Content Operating Systems
General Mills Social System
Client:
General Mills
Year:
2023
Enterprise-scale always-on social for General Mills, built as a repeatable design system rather than a collection of isolated posts. The work created a modular visual and motion system that could scale across brands, channels, formats, and recurring content needs while staying brand-correct and platform-native.
Cultural Systems
Big Grill Energy
Client:
5-hour Energy
Year:
2024
A limited-release 5-hour ENERGY-inspired BBQ sauce turned a strange product extension into a legible summer grilling moment. The campaign used Brian Baumgartner, Food & Wine credibility, BBQ creators, and timed scarcity to move the idea from curiosity to demand.
Cultural Systems
Bring Back the Griswolds
Client:
HomeAway
Year:
2010
A challenger launch platform that brought back the Griswolds to make the hotel-versus-vacation-rental contrast instantly legible. The campaign used Super Bowl XLIV as the ignition point, then extended into a short film, microsite, interactive game, social presence, and digital banners.