I co-Creative Directed Razorfish’s Barbie Digital campaign for her 50th “Anniversary.”

We celebrated her new sassy attitude in being mindful of our 18-42 audience and the current trend of social media, leading to millions in social media, contributing to a new audience and building further brand awareness with adults.

Working as a full-channel team, we stylized her new “adult” style and voice, as this campaign was the first time Barbie has spoken since the 1950’s when a pull-string had her doll say “Math is hard!”

Barbie has an opinion, and that is one of a woman with a mind of her own. This campaign allowed for the first expansion of Barbie’s reputation and contributed to Greta Gerwin’s ideas that eventually led to the successful, independently-thinking Barbie in the 2023 Billion-dollar “Barbie” film.

Roles: Creative Direction, Concept

Oversaw online Creative Direction for a team of designers for the biggest audience in multi-player gaming. I lead a creative team in creating a social campaign for the game’s highly-anticipated launch.

This campaign skewed from Activision’s agency’s usual creative direction in that we wanted to spin it, designing stories regarding the consumers’ anticipation to play the game. The improved storytelling of the Call of Duty franchise successfully put a unique spin on its upcoming Black Friday release and heavily increased brand engagement, and hence, pre-order sales.

Activision was very pleased with our unique approach and allowed for more creative thinking with them moving forward.

Role: Creative Direction

Credits: Victor Hwang, Carlos Zuniga

In this venture, I worked with OAK Labs in leading the Creative effort in designing, conceptualizing and utilizing emerging technologies to create an interactive Pop-up storefront display in SOHO (NYC), led by Mastercard and included key partnerships with with Marie Claire, Neiman Marcus and B8ta (a trendsetting technology component).

In addition to creating the User Experience, designing for a 55” touch screen and adapting to ADA standards, I worked with a Canadian agency, NOBAL, to ensure a 24 hour touch-screen experience was capable of generating revenue.

This included tie-ins to additional design for the indoor brick-and-mortar experience.

This is one of my most favorite projects because I figured out 4 additional roles to ensure my Vision would be complete — User Experience, Product Visualization, Fashion, Touch Screen Utility, Project Management and in-store Experience Design.

Seeing all of my hard work in New York City — with customers engaging and purchasing products I put together — is a memory I’ll never soon forget.

A demo video for the Clarins makeup mirror can be viewed here.

As a longtime Gap, Inc. employee, I was fortunate enough to be a part of a large organization over many years of my career.

During this time, I worked the majority of this experience with Old Navy Online, building their CRM initiative (including Customer Loyalty programs, Sweepstakes promotions, In-store tie-ins, and programs for our preferred Credit Card customers). My experience with Old Navy included having designed, art directed and directing photoshoots (both product and campaigns) in order to increase quarterly online sales.

I also worked with Gap Factory to bring the learnings from Old Navy Online to this branch of the business within the Gap Inc. family in order to grow their business.

Art Directed and led a team of a designers for Razorfish Agency’s account with Intel. Worked over two years as a dedicated team member of the Creative Team while working as a liason between stakeholders during each current Brand campaign or promotion.

Additionally, I was the creative lead for a new Intel product, AppUp. I put together a team to create the branding, website and event-design for the PR launch of the application.

In social media, we leveraged users’ account activity to display popular app usage in real-time in order to promote developers’ work with the product.

Roles: Creative Direction

When I was working with Blitz Agency in Santa Monica, I worked with the User Experience Lead and, together, conceptualized a User Experience-centric 3D effort to convert U2.com into an interactive iPad app to demonstrate the catalogue of U2’s career.

I directed a 3D Art Director to fulfill me and my UX partner’s vision, using iPad’s geoscope technology to additionally navigate the platform’s story.

I was invited to design a logo for a SpaceX Mission — POPACS (Polar Orbiting Passive Atmospheric Calibration Sphere) that was approved by Elon Musk to be adhered to a Falcon 9 Rocket launching from Vandenburg’s launch pad.

I met with the Mission Specialists to understand the mission, involving solar flares’ impact on the atmosphere, and even learned about the best colors that would withstand the trip to orbit and back to Earth.

It is a journey that will continue for years to come, and one of the most memorable projects of my career.

https://www.youtube.com/watch?v=tVhvZEdocEw

https://earth.esa.int/web/eoportal/satellite-missions/p/popacs

I recently aided in a team effort in completing a component-driven site redesign of schwab.com. This required a heavy study of design best-practices, reassembly of information and photography studies in order to better communicate their financial offerings towards inquisitive, future customers.

We assembled a more modern approach including information layout, condensed information, a comparable responsive mobile version and modern data infographics as needed.

Worked with a team and optimized Sketch components to create an efficient, manageable solution for future internal updates.

(Addl’l design credits: Henry Kuo, Angie DiPietro, Trevor Jones)

Art Directed and designed concepts for a Columbia pitch at Sapient_Razorfish agency. Using the Salesforce Einstein technology required, created components that would be effective across their 4 major brands.

Design and Art Direction for the energy-focused homepage and mobile and product verticals including Edison, PG&E, SoCal Gas, and prominent companies.

As part of the Razorfish Agency’s creative team, I helped design a detailed, modular approach to pitching Williams-Sonoma to become Agency of Record for their digital presence.

After winning the pitch, we began to design assets featuring William-Sonoma’s dense catalogue, adding Editorial segments and upselling purchases through complex CRM algorhythms.

I additionally created an in-store tablet shopping companion that allowed Shoppers and Registry Patrons the ability to easily browse and purchase or register products within the brick-and-mortar experience.

When I worked with Uber, I was a part of the APAC design team that customized the rider onboarding lifecycle for all of Uber’s inclusive APAC recipients.

This initiative included APAC (Asian Pacific) countries x 10 communicative steps in a rider’s lifecycle for each. This meant discerning the best way to communicate Uber’s offerings in all of these regions, through language, behaviors and proper imagery, plus the added piece that these regions offer UBER on motorbikes.

I loved this project as it taught me how Uber is precisely offering its services in ways that are appropriate and convenient in a heartfelt global manner.

Samgung + HYPNO

I led a team of designers, art directors and illustrators and was showcased in Samsung's showroom in NY in collaboration with HYPNO (an experience agency).

The illustration was placed in a big screen inside the store where the public can colorize it from their new Samsung's galaxy phone. We featured a branded, limited color palette to create a simple, artistic and modern vibe.

The final results were heavily trafficked and a great lure from customers in the city.

Roles: Creative Direction, Art Direction (for concepting and Illustration)

I led and pitched an interactive billboard idea for Forever 21 which would live in Times Square above the Forever 21 flagship store.

Here, I worked with my Illustrator, Audio/Video Director and personally wrote/narrated two storyboarded ideas.

The technology involved could identify yellow F21 apparel bags (proof of purchase) in order to gain audience’s participation. The themes presented showcase the season in retail (i.e. early Spring, signaling Prom and Beach Week).

While this project isn’t “current,” per se, the technology offering is very current. I still feel this is a space that has a lot of potential in retail, combining a brick-and-mortar experience with customers with the surprise and delight offered by the technology.

Ideas including discounts, social tie-ins and celebrity ambassadors were also what I considered to become a smash of an execution.