Professional Wins
If you asked me what my superpower is, here’s what I’d say: I make familiar brands interesting again. I help legacy brands cash in on the equity they’ve already built by making them feel newly worth paying attention to.
Brand equity is great, but if nobody cares today, it’s basically a very expensive family heirloom. The bulky mahogany dining set of heirlooms. Beautiful, valuable, painstakingly preserved—and somehow never the thing anyone actually chooses to use. Because heirlooms don’t get reconsidered, talked about, or picked over the shiny new thing that just walked into the room.
McDONALD’S × McNUGGET CAVIAR
The Brief: Make McNuggets culturally magnetic while reminding fans of the value McDonald’s can deliver.
My Strategy: Position luxury as an internet behavior, not a price point, unlocking McNuggets + caviar as the perfect high-low flex.
How It Came To Life: A Valentine’s Day drop designed for earned and social, timed to a moment built for indulgence.
The Result: Kits sold out in 1:57 minutes and generated 13.8B in social reach.
McDONALD’S × THE GRINCH MEAL
The Brief: Bring the Grinch Meal to the U.S. without becoming another forgettable holiday IP collab.
My Strategy: Reframe the Grinch from the character we partnered with to the antidote to everything making people Grinchy about the holidays.
What It Unlocked: A real human tension the entire campaign could play with across creative, social and earned.
The Result: 7B impressions, 4.3K placements, 92% holiday share of voice and one week McDonald’s became the #1 retailer of socks in December 2025.
McDONALD’S × K-POP DEMON HUNTERS
The Brief: Make a beloved but X movie, K-Pop Demon Hunters, feel fresh almost a year after its premiere.
My Strategy: Reframe the audience from passive fans to insiders who wanted access, clues and reasons to stay involved.
What It Unlocked: A four-phase earned system that gave creative a fandom-native mechanic and media multiple storylines to sustain momentum.
The result: 1.5K+ earned stories and 91K social posts.
STRAIGHT TALK WIRELESS × FIRST PHONE PACT
The Brief: Make Straight Talk matter during Back-to-School when every carrier was selling devices and schools were increasingly restricting them.
My Strategy: Position the first phone as an aid for parents to stay connected as their kids start moving through the world without them.
How It Came To Life: The First Phone Pact, a useful tool for families that gave Straight Talk permission to lead a bigger parenting conversation than price or specs.
The Result: 75.4% share of voice, zero paid media and Straight Talk’s highest-ever Back-to-School revenue period.
The Brief: Make Bank of America’s $15B homeownership commitment feel meaningful to aspiring buyers of color.
My Strategy: Reframe the challenge from making people want a home to proving they may be closer to owning one than they think by challenging assumed barriers rooted in Black American and Hispanic American human truths.
What It Unlocked: A simpler creative story built around removing perceived disqualifiers, with distinct proof points media could use to reach people based on the specific barrier holding them back.
The Result: A clearer, more actionable expression of Bank of America’s homeownership commitment, over 50,000 homebuyers supported nationwide and a multi-year extension of the program.
VISIONWORKS × SUBTITLES
BANK OF AMERICA × COMMUNITY HOMEOWNERSHIP COMMITMENT
The Brief: Get more young people to book annual eye exams despite a category experience that makes something important feel easy to postpone.
My Strategy: Turn “good enough” vision from a reason to skip the eye doctor into the very reason to go.
How It Came To Life: A creative campaign that doubled as an eye exam, turning media itself—from theaters to CTV—into proof of the problem rather than just a place to talk about it.
The Result: Jay Chiat Grand Prix-winning work.