EXPERIENCE

Led the revival of McDonaldland, reimagining the weird, colorful 1970s world through AR for a new audience. Directed everything from concept and character design to animation and interaction—17+ immersive experiences rolled out across 14,000 McDonald's locations. The nationwide geofenced launch ended up becoming a Snap patent and a new ad product.

Drove creative and design for the next-gen Spectacles, shaping how the product looks, feels, and moves before the 2026 release.

Took the reins on Snap's first Spectacles TV spot, giving the hardware a cinematic tone and pushing AR as more than a tech demo—it's storytelling now.

Helped bring Harry Potter, Verizon, T-Mobile, Dior, F1, and the NBA into Spectacles, building partnerships that actually made the hardware make sense for those brands.

Built a unified design and AI pipeline across Figma, Lens Studio, Cinema 4D, and After Effects, tying together motion, brand, and product visuals. Also introduced new AI workflows for image and motion generation, plus early agentic tools—training the team up, getting output faster, sharper, better.

Managed teams of designers, 3D artists, and developers on tight turnarounds, keeping things experimental but still clean and on brand.

Handled concepting, design, and direction on AR, AI, and experiential campaigns for Meta, Spark AR, Hennessy, and Gatorade.

Started and ran the agency's Creative Technology group, bringing in tools like Midjourney and Runway before everyone else was talking about them. Those changed how we built pitches—faster cycles, sharper ideas, better comps.

Directed Hennessy AI.bum, a generative AI microsite and installation for Hip-Hop's 50th anniversary, turning user selfies into old-school album covers.

Became the go-to for AI and AR workflow setups, mixing diffusion models, image-to-video, and other new tricks into design and production. It raised the bar across the shop.

Key Project: Led the Gatorade x Caitlin Clark signing film—what started as a quiet announcement blew up into a viral moment: 3.1B impressions, 30M Instagram plays, then Gatorade ran it on national TV. It grew into the "You Can Too" campaign for NCAA women's basketball.

Worked hands-on in Cinema 4D, Figma, Lens Studio, and After Effects, bridging motion, concept art, and spatial design.

Core creative on ComplexLand, an early metaverse-style digital experience that blended culture, gaming, and retail.

Directed the Hot Ones Season 16 motion identity overhaul.

Conceptualized and delivered content and branded pieces for First We Feast's collaborations with Reebok, Walmart, and hot sauce product releases.

Clients include Microsoft, Netflix, Lego, Coca-Cola, Harry Potter, and Spectacles.

Developed motion language and visual systems for campaigns, product launches, and entertainment IPs—blending film craft with digital design.

Created UI and motion behavior for Spectacles AR interfaces, balancing functional clarity with expressive movement.

Designed large-scale motion and 3D assets for Lego and Coca-Cola campaigns, where storytelling and product visuals needed to live in the same frame.

Produced animation and compositing for Netflix originals and high-visibility promotional work.

Focused on building dynamic motion pipelines in After Effects and Cinema 4D, pushing realistic texture and movement to elevate brand storytelling.

CORE EXPERTISE

Creative Direction • Design Leadership • AR / XR Experiences • Spectacles & Wearables • Motion Design & Animation • 3D Visualization • AI-Integrated Design (image, video, agentic systems) • Cross-Functional Teamwork • Storytelling Through Tech • Brand Partnerships • Visual Systems

SELECT PROJECTS

McDonaldland (2025) — Directed creative and design for the AR revival of McDonaldland, 17+ experiences across 14K restaurants; Snap's geofencing patent came out of it.

Spectacles (2023–2026) — Creative and design lead on UX, brand experience, and campaign development for Snap's next-gen AR glasses.

Spectacles TV Spot (2024) — Led creative direction for the first Spectacles TV campaign.

Gatorade x Caitlin Clark (2023) — Directed the viral signing film that grew into Gatorade's NCAA women's basketball platform, "You Can Too."

Hennessy AI.bum (2023) — Directed generative AI experience celebrating Hip-Hop's 50th.

Hot Ones Season 16 (2021) — Rebuilt the show's motion identity and creative system.