360 Integrated Campaign
Client: U.S. Marine Corps
Role: Creative Director

Objective
Increase consideration among women and minority officer candidates by repositioning the Marine Corps brand.

Insight
Traditional messaging around patriotism and duty did not resonate with diverse audiences, who were more motivated by protecting and uplifting their communities.

Idea
Fighting With Purpose reframed service as personal and human—protecting the people you love, not just the country.

Execution
Developed a 360 integrated campaign across TV, digital, mobile, and print to drive brand affinity and recruitment consideration.

Impact
Increased engagement and consideration among multicultural audiences

Strengthened brand perception beyond traditional military stereotypes

360 Integrated Campaign
Client: Pfizer
Role: Creative Director

Objective
Transform public perception of Pfizer and rebuild trust among consumers, healthcare professionals (HCP), and key stakeholders.

Insight
Pharmaceutical companies were perceived as impersonal and profit-driven, with little visibility into the science and people behind innovation.

Idea
Driven to Discover the Cure humanized Pfizer by showcasing the relentless pursuit, science, and people behind life-saving breakthroughs.

Execution
Launched a global 360 campaign across TV, digital, social, and experiential channels, including a Super Bowl debut to maximize reach and cultural impact.

Impact
-1B+ global reach across broadcast and digital platforms
-900M+ social impressions
-Improved brand perception by 47%
-Gold MM&M Award, Clio shortlist

Film / Advocacy Campaign
Role: Senior Producer

Objective
Raise awareness around the impact of post-Roe legislation on women’s healthcare and medical professionals.

Insight
Physicians are increasingly forced into ethical conflict, unable to uphold the Hippocratic Oath due to legal restrictions.

Idea
Hippocrites exposes the gap between medical ethics and current policy, using storytelling to humanize the consequences for both doctors and patients.

Execution
Produced a cinematic short film supported by a digital and advocacy campaign to drive awareness, engagement, and conversation.

Impact
-74M+ impressions
-1M+ video views
-Cannes Lions Silver Award
-Sparked national conversation around reproductive healthcare

360 Integrated Campaign
Client: NASCAR
Role: Creative Director | Art Director

Objective
Drive cultural relevance and engagement among Hispanic audiences.

Insight
While car culture is deeply embedded in Hispanic communities, NASCAR lacked emotional connection and representation.

Idea
NASCAR Te Mueve (“NASCAR Moves You”) reframed the sport through emotion, energy, and cultural pride—connecting racing to passion, discipline, and identity.

Execution
Developed a 360 multicultural campaign across TV, digital, and social, including athlete-driven storytelling highlighting the physical and emotional intensity of the sport.

Impact
-Increased engagement within Hispanic audiences
-Strengthened brand affinity and cultural relevance
-Established a long-term multicultural marketing platform

360 Product Launch Campaign
Client: Argenx (VYVGART)
Role: Creative Director | Art Director

Objective
Launch the first-in-class treatment for generalized myasthenia gravis (gMG) and drive awareness among both HCP and DTC audiences.

Insight
Patients with gMG experience unpredictable limitations that disrupt everyday life, making “normal movement” deeply meaningful.

Idea
Picture Your Life in Motion positioned VYVGART as a breakthrough that helps restore freedom, control, and quality of life.

Execution
Led a fully integrated campaign across TV, digital, CRM, social, and patient storytelling, translating complex clinical data into clear, human-centered messaging.

Impact
-$44M in first-year revenue
-Strong adoption across HCP and patient audiences
-Established a scalable brand and content platform for continued growth