As Creative Director on Nike’s global Play New campaign, I helped shape the brand’s evolving narrative—reframing sport not as competition, but as the courage to try, fail, and keep showing up. I led creative direction across scripting, messaging, and shoot execution, partnering with brand, strategy, and production to ensure every frame embodied a simple but radical idea: progress comes from play, not perfection.
This wasn’t just a campaign launch—it was a cultural shift. By challenging conventional ideas of failure, Play New transformed missed shots into moments of pride, and made vulnerability part of the Nike ethos.
View the films/work here:
Evolving brand voice to meet the ambition of the AI era
As Creative Lead for Google Cloud’s 2025 brand anthem, I developed the campaign’s narrative strategy, creative approach, and voice direction—then stewarded the work from concept through production, VO casting, and post. The goal wasn’t just to say more about AI—it was to say it differently.
We opened with a bold provocation:
What if the limits we’ve been taught to accept aren’t real at all?
And we answered with a confident directive:
Make it happen with Google AI.
This wasn’t a tagline. It was a narrative mechanism—a posture shift. Where others leaned into hype and abstraction, we grounded the story in utility, clarity, and possibility. The work signaled a deeper truth: Google AI isn’t speculative. It’s operational. We don’t just imagine the future—we build it.
From there, I led the campaign’s storytelling arc—moving from what if? to why not?, spotlighting real builders, real breakthroughs, and real-world transformation. This was voice doing more than storytelling—it was a strategic act of brand repositioning.
Voice Strategy
At a time when most AI narratives chase speed, features, and fear, we chose restraint. I developed a tone system grounded in emotional precision, strategic clarity, and earned ambition—positioning Google Cloud as the enabler, not the spectacle.
We weren’t just building awareness.
We were building trust.
Insight
The most powerful AI stories haven’t been written yet—because the most powerful applications haven’t been built. This campaign invited the world’s builders to challenge the status quo and ask a better question: Why not?
Reframing success—and the language used to define it
As ACD/CW for Levi’s 2020 International Women’s Day campaign, I developed the messaging framework that redefined how the brand speaks about women’s success—shifting the lens from representation to the reframing of power itself.
Instead of celebrating women in leadership, we challenged the qualifiers that diminish it:
“She’s not a female CEO. She’s a CEO.”
This wasn’t just a line. It was a strategic rewrite of the rules—turning #IShapeMyWorld from a celebration into a statement on how language shapes power, visibility, and worth.
I led the voice direction from concept through execution—partnering across global markets to bring the message to life in over 32 regions. From social to experiential to editorial, every asset carried the same core truth: success doesn’t need an asterisk.
Impact
The campaign reached over 50M organically across global channels, inspiring wide-scale conversation—and helping Levi’s enter the cultural dialogue not as an observer, but as a reframer.
Role
Narrative Strategy · Messaging Framework · Copywriting · Global Creative Direction · Voice Oversight Across 32 Markets
A brand flex in the heart of our competitor’s biggest moment
I was the narrative voice behind one of Google Cloud’s boldest creative plays to date: owning the Las Vegas Sphere during a major competitor’s flagship event. More than a media buy, this was a calculated disruption—crafted to shift perception and claim the spotlight.
From the core messaging to the campaign case study, I shaped the story from the inside out—building a confident, unmistakable tone that made Google Cloud feel not just present, but dominant.
Outcome
A Bronze Cannes Lion. 50,000 square feet of narrative impact. And a signal to the industry that Google Cloud doesn’t follow—it reframes.
Transforming our flagship event into a full-sensory narrative system
As Narrative Lead for Google Cloud Next ’25, I was tasked with crafting a unifying story that could bridge platform, product, and event experience—translating “Make it happen with Google AI” into a living, breathing narrative across every layer of our premier brand moment.
This wasn’t just a conference. It was a strategic brand expression—designed to inspire builders, business leaders, and partners alike. I led the end-to-end messaging arc, helping shift our narrative from showcasing tech to igniting ambition. “Make it happen” became more than a line—it became a connective tissue between our AI positioning and the people we serve.
What I Led
Developed foundational value propositions across core audiences (developers, enterprise leaders, partners, startups) to anchor the event in clarity and purpose
Directed messaging and voice across all brand touchpoints—from keynote moments to hallway banners to wild postings—ensuring emotional consistency throughout the experience
Evolved “Make it happen” into a narrative system, embedding it across brand, product, and marketing to serve as a replicable structure, not just a theme
Impact
32,000+ attendees, making it the most successful Google Cloud Next ever
3,000+ assets produced and reviewed across teams
80% of attendees identified Google Cloud as the AI leader
+43 point lift in perception over OpenAI, Microsoft Azure, and AWS
Role
Narrative Strategy · Messaging Architecture · Cross-Functional Creative Leadership · Voice Direction Across Full Event Ecosystem
Establishing the brand’s voice for the AI era
I led the creation of AI Today, the campaign that defined how Google Cloud talks about artificial intelligence—crafting the story, messaging framework, and brand tone that positioned us as the clear voice in enterprise AI.
From inception to final cut, I saw the work through: developing the core narrative, aligning stakeholders across marketing, product, and executive leadership, and directing the campaign through scripting, VO casting, and production. This wasn’t just a film. It was a foundational brand act—one that made AI feel clear, human, and inevitable.
“AI Today” didn’t simply introduce a new platform. It shaped how Google Cloud communicates AI moving forward—across campaigns, keynotes, and product storytelling.
Role
Narrative Strategy · Campaign Development · Messaging Framework · Cross-Functional Alignment · Voice & Script Direction · Production Leadership
Turning a sponsorship into a real-time competitive story
As Creative Lead, I transformed Google Cloud’s partnership with McLaren Racing into more than a sponsorship—it became a narrative of speed, precision, and competitive advantage.
I built the messaging, voice, and experience strategy from the ground up, leading the development of an interactive video game that gave fans a visceral understanding of how Google Cloud’s AI powers real-time decision-making on the track. From headline to gameplay mechanics, the experience had to feel like Formula 1: fast, high-stakes, and engineered for performance.
Working closely with my AD partner, I ensured the storytelling, voice, and creative execution were not only dynamic and immersive—but unmistakably McLaren. This wasn’t just content. It was a fan-centered brand moment that let people experience Google Cloud’s value through play.
Role
Creative Lead · Narrative & Messaging Strategy · Interactive Experience Concepting · Voice Direction · Campaign Execution
Blending product utility with cultural personality
When Google introduced John Legend as the newest voice of Google Assistant, the launch needed more than a demo—it needed a moment. As ACD and Lead Writer, I was tasked with crafting the voice, tone, and scripting for the launch campaign, starring Chrissy Teigen as our unexpected guide to the Assistant's newest feature.
The creative challenge: make the tech feel effortless and emotionally intelligent, while letting Chrissy’s signature wit shine through. I wrote the scripts, partnered closely with production teams, and helped shape the narrative in post to ensure that every beat felt organic, sharp, and on-brand.
The result? A product update that played like a piece of entertainment—generating press, engagement, and the kind of playful cultural affinity that defines the best of Google brand storytelling.
Role
Associate Creative Director · Scriptwriting · Talent Voice Direction · Production Partnership · Campaign Narrative Development
Redefining what homeownership sounds like in America’s hottest market
As Creative Director, I developed the brand voice and messaging system that helped Better.com enter—and stand out in—one of the most competitive real estate markets in the country. In Dallas, where speed and cash dominate, I reimagined what homebuying sounds like: clear, modern, and radically buyer-first.
This campaign didn’t just drive awareness. It reframed Better as a challenger brand with a mission—taking on commissions, gatekeeping, and outdated industry language with a tone that was unapologetically direct.
Better Cash Offer
Insight: In today’s market, the best offer isn’t the highest offer. It’s a cash offer.
Idea: Buy your dream home with our $$.
I led the messaging and concept development for Better’s Cash Offer program—shifting the conversation from affordability to accessibility, and helping first-time buyers win in a high-stakes landscape.
Better Real Estate
Insight: Real estate commissions are stifling the American dream.
Idea: Zero commissions. Salaried agents. Faster closings.
I crafted the story behind Better’s commission-free real estate model, positioning it as a direct attack on a system that drains household wealth. From OOH to Facebook to the Dallas Morning News, our messaging was bold, clean, and culturally urgent.
Execution
We took over Dallas with a campaign designed to sound nothing like a bank—flooding social, print, and street-level placements with sharp, confident lines that made the American Dream feel both tangible and fair.
Role
Creative Director · Brand Voice & Messaging Strategy · Campaign Development · Concept Leadership Across Channels
Repositioning milk as a performance fuel for gaming culture
As Creative Director, I led the narrative strategy and campaign development that placed milk—yes, milk—at the center of gaming’s biggest cultural stage: TwitchCon. The creative unlock? Reframing gaming as a high-performance sport.
“Game is Sport” wasn’t just a tagline—it was a strategic repositioning that made milk relevant to a new generation of gamers, athletes, and fans. I crafted a brand voice that felt sharp, fast, and Gen Z-ready—then led execution across event activation, influencer campaigns, and digital content.
From strategy to final delivery, I ensured that every touchpoint hit with confidence and cultural fluency—turning milk into an unexpected contender in a space long dominated by energy drinks.
Impact
A high-energy, high-visibility brand moment that cut through TwitchCon noise—and reintroduced milk as a performance beverage. Coverage in The Drum, glowing social sentiment, and brand engagement that exceeded expectations.
Check out coverage on The Drum: https://www.thedrum.com/news/2022/10/07/forget-energy-drinks-chocolate-milk-the-performance-beverage-twitchcon
Role
Creative Director · Narrative Development · Brand Voice Strategy · Campaign Execution Across Experiential, Influencer, and Social
Reframing self-care as a necessary act of strength
As Associate Creative Director, I developed the creative strategy and concept behind Blue Shield of California’s brand campaign, Y-O-U—a manifesto-driven film that challenged how we think about self-care.
Most health brands talk wellness. Few acknowledge the cultural and emotional barriers to actually putting yourself first. My insight was simple:
“Taking care of yourself isn’t selfish—it’s necessary.”
I built the campaign strategy around that idea—leading the conceptual direction and narrative framework that shaped everything from tone to visual storytelling. While I didn’t script the final film, my creative foundation ensured that every touchpoint reinforced a clear, emotionally resonant truth: self-care isn’t indulgent. It’s survival.
Impact
The campaign helped shift Blue Shield’s brand voice toward emotional honesty and cultural relevance—redefining self-care as an act of strength, not vanity.
Role
Associate Creative Director · Campaign Strategy · Concept Development · Narrative Framework · Voice Direction (Non-Scripting)
