For the 60th Anniversary of the American Express Gold Card, we wanted to bring the benefits to life in a world that celebrated everything that it meant to travel with Gold.
Working with a rising designer, we partnered with STAUD to create a Resortwear collection of 8 unique pieces designed to stand out at American Express’ hotel collections. We rolled the campaign out with Laura Harrier as our marquee talent, telling the story of what it’s like to really have vacation brain.
THE JOB TO BE DONE
We wanted to bring Pacifico’s new brand identity — Find Your own Way — to life in an immersive activation at The Snow League.
THE OPPORTUNITY
To tell the full story, we created The Hideaway by Pacifico, a bar inspired by Discovery. A party announced in partnership with Shaun White and The Snow League. The only catch? We never released an address, only GPS coordinates.
HOW IT WORKED
For everyone who found their own way to the Hideaway, we included surprise elements: custom Hideaway x Snow League merch, a headline DJ set from Chromeo, and of course, a meet and greet with Shaun White.
RESULTS
45 pieces of earned media coverage
1.59M earned media + social impressions
5M online impressions
I had an idea for a film and the opportunity came to pitch to Fox Searchlight for their Netflix Originals pipe. They took it and we shot a freaking feature film for a major motion studio. I worked direct in-studio with A-list talent. The film wound up #1 in its category on the platform, and from there was translated in 13 languages to hit its localization platforms.
Premiere in-person events at the historic ACE theater in DTLA, at McCarren Park in NYC.
Ran for 1 year on Netflix, then 2 years on commercial airlines. Currently Amazon, Apple TV.
My proposal to the board was simple: There hadn’t been a woman on the front of a bike in US campaigns since 1982. Put. Us. On. The. Front. We found real woman riders, micro-influencers that were already doing their thing. We gave them new Harleys and sponsored them.
We collaborated with female photographer Magda Wosinska for the banner campaign and then I sourced and contracted 20 influencers for the first run.
Tldr: it worked. In 2018 the Motorcycle Industry Council US found one in five motorcyclists are women, nearly double the percentage in 2009.
American Express and Marriott Bonvoy challenged us to inject their co-brand in the cultural conversation, reinforce its value and position it as the go-to choice for Gen Z and Millennials.
For our target, unique and spontaneous experiences are cultural currency.
The insight that unlocked our work was that the year’s hottest releases in music have been flanked by “blink and you’ll miss them” IRL events, publicized on social or via text blast to fan communities.
How could we action this for Amex and Marriott Bonvoy?
Dinner Rush was an exclusive opportunity for the public to have the chance to attend Rao’s iconic experience, the most coveted and impossible reservation in NYC, at the JW Marriott Essex House, for one night only.
1.5 weeks out, we announced on social that first come/first served tickets would soon be available by texting our hotline. 1 week out, we dropped tickets.
We sold out in 8 minutes.
Our original KPI for the experience was 3-5 earned stories. Our activation generated 40+ earned stories in key press and across social handles.
CONTEXT
Sixteen years ago, American Express founded Small Business Saturday. In 2025 we worked with them to launch a Shop Small Grants Program. This year, they begin awarding 250 qualifying independent businesses.
We needed to create mass awareness for an incredible program and for Amex, while reminding people to Shop Small during the holiday shopping season. We wanted to show how Amex Small Business Saturday had the power to create the “Keith Lee" effect for Small Businesses across the country. So we went ahead and partnered with the most authentic talent partner imaginable: Keith Lee himself.
7 pieces of content including two collab posts to launch cross channels gave us the breakthrough conversation we needed to drive a meaningful groundswell to get the word out about the grants program and the importance to shop small during the 2025 Holiday Season.
Creative Directed a shoot of 40 assets to satisfy Amazon’s retargeting needs for their Holiday 2022 campaign.
As part of a multi-tiered media placement for Vogue, Arch Digest, and Vanity Fair, I directed a shoot that produced 6 unique spots for the various publications. They all centered around the same notion — a book is the best accessory.
As part of a larger brand refresh, I concepted and directed a shoot for Book of the Month’s holiday campaign that rolled out a new look and brand positioning going into the busiest period of their fiscal year.
The result was a product shoot that centered on cheeky copy to stand out from the traditional holiday marketing in the NYC subway system.
Photography: Chris Heim
Art Direction & Set styling: Tyler Resty
Styling: Paris Negrette
At the height of 2020 lockdown Vimeo’s community was hurting. The arts were frozen. Small business had shut down. Film crews could not assemble. My team reached out to the All-Stars of Vimeo filmmakers and had them pitch for our branded content series, Stories in Place. The result was a 2x Webby-winning branded content series.
For the 2022 Holiday Season, Amazon’s Small Business arm wanted consumers to know that you could still use the platform to shop ethically. We teamed up with macro influencer, Ayesha Curry to do a series of TikTok and Instagram videos.
Webby-winner People’s Choice, 2020
How do you humanize video for the small business owner doing everything on their own? You show the real people achieving their dreams with Vimeo.
Small Business Shorts was a content series of over 200 assets, resulting in a year long always-on organic campaign. I Directed concept to launch, pitched in to C-Suite on strategy and budget, and was boots on the ground directing at our locations during production.
We designed Create / TikTok templates based on their branding, and also brokered micro-influencer contracts with each of the talent for six months to coincide with marketing efforts.
Every year billions of videos are uploaded onto Vimeo’s platform. Only the very tiniest fraction become Staff Picks. Each year we convene the most acclaimed film professionals in the industry as jurors to decide which Staff Picks get the badge of Best of the Year.
Then, we throw a huge frickin party, and build out a festival with panels and directors commentary.
For three years, I Directed Live Production and Branded Content — including promotional pre-roll, day-of programming, and post-event editorial.
Design Direction: Annette Wong
Animation: Colleen McGuire
From 2017 to 2022 I oversaw always -on social for all of Vimeo’s social channels and set the paid strategy for boosting organic content.
Handles: twitter, TikTok, Facebook, Instagram, Tumblr (LOL), YouTube, and LinkedIn
As a very data-driven company, I grew comfortable Creative Directing with a heavy emphasis on strategic analysis and we constantly took learnings and applied them uniquely to each platform. As a result we had a healthy mix of brand love, educational content, curated videos from the Staff Picks channel, as well as business comms and product announcements.
In May of 2021 Vimeo went public. My team included the company’s animators and I was tasked with Creative Directing the animations on the Times Square Jumbotron for IPO Day. So much fun.
As part of the US brand strategy team at Harley, we pitched the board on a lofty idea for iconic brand’s 113th anniversary. Reimagine the road trip. In conjunction with the Harley Davidson museum, we put together a year long campaign and commercial series called Lost Road. We leaned into the industry joke that Harley’s have a “tendency to break down” and instead we took those moments and made them beautiful. The notion was, all good stories start when something goes wrong.
10 years of the best videos in the known galaxy? We needed to throw a big @ss party.
The result: a (really) weird night at the movies.
Commissioned projects with: Danny Devito, Kirsten Lepore, Greta Gerwig, Jim Carrey
We also live tweeted and live produced the entire event. Had DeVito and Jim Carrey on our handles. It was pure chaos, but we survived and thrived.
Role: Head of experiential and content.
When GAP first launched its 1969 denim line it had two challenges: GAP wasn’t considered premium and no in mass market paid attention to sustainable fashion — yet. The task at hand was to make their 1969 line designer and separate from the regular commercial run.
We did a short branded content film introducing the line and shot it on Super 8. I then Art Directed an accompanying series of stark, stills images for an Out of Home editorial run.
There was a time during the mid-ots that the National Parks Service needed more people to attend. I was Director of film and strategy for scripts that focused on California (Yosemite, Big Sur, Joshua Tree) and Pennsylvania (Liberty National Park).
The project resulted in a series of short-form anthems reminding US travelers on the transformative power of reconnecting with nature.
Sometimes the stars align when you need them to. Early in my career we secured agency partnership with Warby Parker in the brand’s infancy. I was Creative Lead on their first pre-roll spot, and focused on animation and copy. This concept also rolled out into an experiential booth at Capsule Tradeshow in Los Vegas, which I ran production on and attended for the brand in 2012.
From assignments for Triumph to the National Parks service, my travel essays have been rolled out and translated in a number of publications from the US to Portugal and Germany.
