Nike Global Brand Imaging, 2018 - Present, Still / Video Director
Nike GBI is a stand-alone full-service content creation studio that operates quasi-independently within the Nike eco-system.
I strategize and generate internal style and creative direction guides for Nike Icon.LA content studio. I also direct the creation
of still and video content. My background in editorial — where copy and imagery exist side by side and do an equal share of the
heavy lifting — has proved extremely valuable in this position. I have also learned a great deal about creating content at scale,
across a variety of sub-brands, each with its own distinct voice and style.
Consultant Creative Director / Brand Strategist, 2014 - 2021
Agency clients: CreateThe Group, Chandelier Creative, Laird + Partners, Lloyd & Co.
Brand clients: Alpha Industries, Jo Malone London, Bobbi Brown.
King & Partners, 2013 - 2020, Consultant Creative Strategist
Agency clients: Phillip Lim 3.1, Edition Hotels, Faena, Bulgari, Bentley
Ralph Lauren, 2012 - 2013, Director, Branded Content
CreateThe Group, 2010 – 2012, Creative Director, Content
Agency clients: NOWNESS, Burberry, Tom Ford, Sephora, Alexander Wang, Harry Winston, David Yurman.
I cut my teeth as the creative director of multiple magazines. The magazine world teaches you how to strategize, working with numerous collaborators, agencies, and business partners, creating content and concepts that come alive in print, digital, and at events. It’s truly 360.
In editorial creative direction, each new issue has to encapsulate the DNA of the magazine while at the same time pushing it forward and growing it. It’s the same with brand creative direction — your task is to respect the inherent spirit of the brand while driving it to develop and grow with its community intact, engaged, and inspired to see what you do next, using every tool at your disposal.
That’s what I’ve been focused on for the last ten years, working with some of the most inspiring brands and agencies.
I strategize and direct the creation of content across diverse categories, each with its own specific audience and creative POV.
At Nike I direct teams creating still and video content, devise new standards, and implement internal creative decks and style guides at scale, and continue to work on day-to-day content creation for nike.com.
For Alpha Industries I created a branded content strategy that embraced their multiple audiences (from hipsters to veterans) across all their comms channels.
I’ve led IA, social and digital content strategies. I’ve collaborated on UI design, UX design, and path-to-purchase strategies.
I love to integrate brand-supporting content with ecommerce in fresh and intriguing ways, so branded content supports the heavy lifting to encourage engagement and, most importantly, conversion.
I’ve always been an exponent of answering the “what’s in it for me?” question that consumers ask of brands. I created the “These Boots Are Made For Walking” contest activation for Stuart Weitzmann to share how their shoes empowered their lives, and potentially win a trip to Milan. It drove YouTube engagement from 5,000 views to 250,000 in one month alone, but was fundamentally based on real-world consumers sharing their real-world purchases during that period.
LEADERSHIP / COLLABORATION
Being a leader means being a motivator, and it also means being an open-minded collaborator. Sharing ideas and creativity and inspiration should generate a better result than if you’d worked on it alone. My mission is always to share, integrate, raise
awareness and team-build. My philosophy of leadership and collaboration is that if two plus two doesn’t equal five I’m doing it wrong.
I’m a creative director with deep experience at a range of industry-leading magazines, agencies, and corporations for 20 years. I’ve worked on print, digital, out of home, ecommerce still and video, interactive, TV, and experiential initiatives. I’ve learned and gained skills from every interaction and every execution, and I’m always ready for more!