I was excited about collaborating for the first time with Turner Duckworth agency on the enormous undertaking of the Verizon rebrand. Turner Duckworthhad many successes in creating the global brand identity for Amazon, McDonald's, Levi's, and Coca-Cola. I joined the team halfway through the rebrand and was tasked with creating a sizzle reel to highlight the new Verizon brand visual system. It was a fantastic experience to work with a worldwide renowned agency.

As the Creative Director of Motion, I worked closely with Turner Duck's in-house creative directors and production teams. In this role, I developed innovative branding solutions in motion and significantly shaped the project's motion language and storytelling. I spearheaded initiatives in branded motion content, helping expand the business's scope and capabilities.

Context
Verizon was established in 2000, but its current image is considered too corporate and needs more distinction within the telecommunications industry. Verizon seeks a comprehensive initiative to refresh the brand's image in the mass telecommunications landscape. The company requests a new strategy to engage consumers through an outwardly focused narrative emphasizing Verizon's role in empowering lives. Additionally, Verizon needs a new, flexible, and impactful brand identity. The rebranding effort includes a vibrant color palette and adaptable design elements tailored to different products and audiences. The goal is to create a contemporary, interactive brand that stands out from its competitors.

Creative Brief
The rebrand showcases Verizon's visual and strategic identity, transforming from a muted corporate presence into a vibrant, consumer-focused brand. This transformation is achieved through a powerful new symbol, a flexible design system, and a strategic shift to engage and empower consumers. These changes make Verizon's brand identity distinctive and dynamic in the marketplace.

Services/Projects
Rebrand — Brand Sizzle Reel

Client: Verizon
Agency: Turner Duckworth
Role: Creative Director, Motion

Unveiling "Wonder" — A cinematic journey into the heart of curiosity.

Embark on a visual odyssey with "Wonder," my latest cinematic venture that delves into the profound depths of curiosity and marvel. My passion transcends boundaries to capture the essence of storytelling. "Wonder" is more than a film; it manifests my journey, exploring the nuanced interplay between vision and narrative.

Soundtrack: Empyrean (Alt. Version) - Instrumental, By Pendulum Theory

Role: Director

I am thrilled about my initial partnership with Radley Studios' in-house creatives, John Priday and Antonio, on the UPtv refresh package. I appreciate their complete trust and the opportunity to exercise total creative freedom despite a tight deadline, which led to the creation of exceptional work. My passion lies in designing impactful visuals that resonate with narratives that push the boundaries of creativity.

Context
UPtv brand positioning is strategically designed to cater to audiences seeking entertainment that entertains, uplifts, and reinforces positive values and beliefs. The focus on family-friendly, optimistic content allows UPtv to carve out a niche in a competitive media landscape, appealing to viewers who prioritize content that makes them feel good.

Creative Brief
Spectrum of UPlift is UPtv's vibrant new visual identity, inviting viewers into a world where each color tells a story, framed within a dynamic, circular motif drawn from our logo. Dive into the pink hues of romance, feel the green bursts of laughter, experience the blue depths of heroism, connect with the light brown tones of family ties, and get inspired by the yellow light of uplifting values. Each color spirals in a circular motion, reflecting the flow and emotions of life and guiding viewers through our uplifting narrative.

This rebrand isn't just about color — it's about creating a space where everyone can find a piece of themselves within our stories. The circle swirls, embracing each theme and expanding the emotional landscape of our programming, making every viewing experience personal, inclusive, and uplifting.

Service/Project
Network Rebrand Package

Client: UPtv
Agency: Radley Studios
Role: Creative Director

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including NBA All-World, a revolutionary way to play basketball.

Brief
I was fortunate to work with the old-time buddies at Dreamspace on this ambitious project. Our team was given numerous tasks on the digital end of NBA All-World, from re-designing the whole UI and creating the map and POIs to rethinking a new type of player card that infuses hoop culture.

We worked closely with the internal teams at Niantic Labs and Hyp Games on the three-party collaboration. We were responsible for the creative approach, visual treatment, UI/UX demonstration, and motion behavior.

Services/Projects
In-Game UI/UX — Map/POI — Player Card — Game Icon — Loading Screen — Interactive Player’s Guide

Client: Niantic
Agency: Dreamspace
Role: Creative Director

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including NBA All-World, a revolutionary way to play basketball.

Brief
This project is one of my favorite projects of all time. Collectible player cards have been around for decades, and I used to collect them as a kid. The most fun and challenging part was reinventing the wheel for user behaviors in the digital landscape.

We were asked to explore the stylized visual representation of the NBA player card platform, which focuses on hoop culture, from the actual game stats to sneakers culture, fashion, music, lifestyle, social, music, charity, and NFT to any topic the NBA player cares about.

Services/Projects
Digital Player Card

Client: Niantic
Agency: Dreamspace
Role: Creative Director

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including NBA All-World, a revolutionary way to play basketball.

Brief
Dreamspace and I had already been working on the in-game UI for NBA All-World (see here) before Niantic invited us into another huge undertaking: branding NBA All-World. They asked our team to help shape and bring to life NBA All-World’s brand vision, from the logo to the color palettes and typography.

The goal of this branding work was not only to set the tone for NBA All-World’s introduction to the world — but to become fundamentally emblematic of the new era of hoop culture.

Services/Projects
Logo — Key Art — App Icon — App Store Screen — Merchandise — Newsletter — Teaser Video — Brand Guidelines

Client: Niantic
Agency: Dreamspace
Role: Creative Director

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including NBA All-World, a revolutionary way to play basketball.

Brief
With Dreamspace and I already producing a successful track record of work on NBA All-World, Niantic entrusted us with assisting the marketing team. We were commissioned to develop and execute strategies to promote NBA All-World as a central topic in ongoing conversations within hoop culture, leveraging social media to integrate the real-world metaverse with live events seamlessly.

We executed the Paris takeover for the global launch under an extremely tight deadline. Still, nothing is more exciting and rewarding than finally launching the product we lived and breathed for the last 18 months.

Services/Projects
The Global Launch Campaign

Client: Niantic
Agency: Dreamspace
Role: Creative Director

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including NBA All-World, a revolutionary way to play basketball.

Brief
With Dreamspace and I already producing a successful track record of work on NBA All-World, Niantic entrusted us with assisting the marketing team. We were commissioned to develop and execute year-round strategies to promote NBA All-World as a central topic in ongoing conversations within hoop culture.

We seamlessly leveraged social media to integrate the real-world metaverse with live events, such as the Go All Out Tour during NBA All-Star Weekend in Slak Lake City, Utah, and the Community MeetUp at SXSW in Austin, Texas.

Services/Projects
Social Campaigns & Strategies — OOH — Epic Moment — Motion ToolKit — Merchandise — AR Shoe Drop

Client: Niantic
Agency: Dreamspace
Role: Creative Director

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including NBA All-World, a revolutionary way to play basketball.

Brief
With Dreamspace and I already producing a successful track record of work on NBA All-World, Niantic entrusted us with assisting the marketing team. We were commissioned to develop and execute year-round strategies to promote NBA All-World as a central topic in ongoing conversations within hoop culture.

We created the annual strategy calendar to guide the client in building the NBA All-World community, boosting game downloads, sales, and brand opportunities, and sculpting the new hoop culture.

Services/Projects
Year-Round Campaign Strategies

Client: Niantic
Agency: Dreamspace
Role: Creative Director

I had another opportunity to return to Gretel to work on the stunning rebrand for MasterClass. Working on the motion side, I enjoyed the collective partnership with their in-house creatives, design, and motion teams. The new look, strategy, and positioning received positive feedback across the board. This project serves as a perfect example of an excellent rebranding job.

Context
MasterClass is an online education platform that offers lessons taught by experts across a wide range of fields, including arts, business, cooking, sports, and more. The platform provides bite-sized lessons to help users develop new skills or improve existing ones, all taught by industry leaders such as writers, chefs, actors, and musicians. Membership gives access to all available classes. MasterClass emphasizes flexibility, allowing users to learn at their own pace.

Creative Brief
The rebrand focused on modernizing the brand's visual identity while maintaining its classical roots, reflecting MasterClass's sophistication and diverse, high-quality content. Key elements of the rebrand included the evolution of the logo, a new emphasis on diversity and personalization through instructor-specific visual identities, and a cinematic design language that underscores the platform's best-in-class status. This transformation solidifies MasterClass's role as a leader in education, emphasizing both innovation and tradition.

Services/Projects
Rebrand and Brand Intro Video

Client: MasterClass
Agency: Gretel

I collaborated with Wieden + Kennedy, New York, and Ghost Productions on the Duracell National Sales Event, which showcased Duracell's innovation program. As Creative Director, I helped develop the narrative highlighting the release of the new Optimum Premium Battery. I was the creative lead in shaping the motion content for the stage design, which brought Duracell's evolution to life and reinforced the brand's dedication to continuous innovation throughout the event.

Context
Since 1920, Duracell has been driven by innovation. The company introduces its Optimum premium battery line, the most significant leap in 50 years. As North American President Olav Silden emphasized, "Innovation is Our Power."

The event aimed to differentiate Duracell from competitors and showcase the Optimum line's breakthrough without falling into commoditization, solidifying the company's leadership in the battery industry.

Creative Brief
The event unveiled the Optimum Premium Battery and reinforced Duracell's message that innovation drives success. The creative approach emphasized the company's century-long commitment to evolving battery technology, from its early beginnings to the present-day launch of the Optimum line.

Key creative elements:
• Opening Film
• Stage Projection Mapping
• Sizzle Reels
• Interactive Installations

Service/Project
National Sales Event, Austin, TX

Client: Duracell
Agency: Widen & Kenney NY
Production: Ghost Productions
Role: Creative Director

Gretel is one of the best branding, strategy, and design agencies in the States. Its refreshed vision, pool of exceptional talents, and, more importantly, belief in the collective efforts to create the brand story are key reasons for its success.

I keep returning to work with them if the opportunity arises. Here is another joyful partnership with the in-house creatives, design, and motion teams on the Noom Rebrand project.

Context
Noom is a digital health company that leverages psychology, technology, and human coaching to help users achieve their wellness goals. Founded in 2008 by Saeju Jeong and Artem Petakov, Noom initially focused on weight management but has since expanded to address a broader spectrum of health issues, including stress, hypertension, and diabetes.

Creative Brief
As a critical member of the motion team, I was responsible for the Noom Brand Intro video, which was structured to showcase the evolution of Noom's brand through a meticulously planned video presentation.

This video is a comprehensive effort to solidify and celebrate the brand's internal evolution. It ensures that all employees understand and align with the new brand identity and its implications for their roles and the company's future.

Services/Projects
Rebrand and Brand Intro Video

Client: Noom
Agency: Gretel

Context
Niantic is a San Francisco-based company that uses AR and mapping technology to blend the physical and digital worlds. Its four pillars are drawing people outdoors, inspiring exploration, encouraging exercise, and creating connection. Made famous by Pokémon Go, Niantic has since released other games, including Marvel World of Heroes.

Brief
Niantic approached Dreamspace after establishing a working relationship through the NBA All-World game. We joined the creative partnership with the internal teams to develop a new Marvel AR game—Marvel World of Heroes.

We emphasized creating distinctive and fresh visuals for the game while staying aligned with Marvel's brand ethos. The focus is on engaging players through an immersive UI and branding experience that reflects exploration, personal expression, and community play.

Services/Projects
In-Game UI & Visual Styles Explorations — Logo — Key Art

Client: Niantic
Agency: Dreamspace
ECD: Cagan Yuksel
Role: Creative Director

Context
Roger, an LA-based agency, contacted me about collaborating on Hallmark Channel's rebranding. It was a fantastic opportunity to work with a new agency on such an iconic family and female-oriented TV network. The challenge was to ensure the new look and feel resonated with the network’s newly defined audience segments— to maintain the core Traditionalists and grow the younger crowds as the Embracers.

I was fortunate to work closely with the agency Partner/CD, Dane Macbeth, Head of Production, Anne Pendola, and had full support from the in-house team — top-notch talents.

This project took a drastic turn as my baby boy was born in the middle of the night while I prepared the presentation deck for the following day’s meeting. I did my last Zoom call in the hospital room before I left the leading role. I wanted to do a special shout-out to everyone on this job at Roger for their professionalism and understanding. It was a brief but incredible experience working with them.

Creative Brief
As the leading creative, it’s vital to communicate with the internal team that our approach should establish the visual language for the Hallmark Channel and, more importantly, that our concepts comprise a series of strategies and designs that have the power to effectively imprint the Hallmark Channel in the minds of the audience.

The directions create a through-line that unites our incredible variety of content while connecting with viewers in ways that feel direct, seamless, and authentic.

Service/Project
TV Network Rebranding

Client: Hallmark Channel
Agency: Roger
Partner/CD: Dane Macbeth
Head of Production: Anne Pendola
Role: Creative Director

As a Nike enthusiast, being part of the creative team behind the Nike Free Run+ Global Campaign was a dream come true. Alongside the campaign, Nike introduced the Nike Track Club (NTC), a new store concept dedicated to running gear and shoes.

As the project lead, I developed the creative vision for the in-store installations, focusing on crafting an immersive projection experience that reflected Nike Free's flexibility, speed, and urban energy.

Context
The Nike Free Run+ campaign aimed to solidify Nike's position in the minimalist running movement while also delivering a standout in-store experience through the NTC Finish Line activation.

Nike wanted to bring the essence of freedom and natural motion into its retail spaces. The goal was to extend the campaign's core themes—speed, flexibility, and the urban athlete lifestyle into an engaging, interactive retail environment that showcased the brand's innovation.

Creative Brief
The NTC Finish Line was more than just an installation; it was a multisensory experience designed to immerse consumers in Nike's Free Run narrative. Through projection mapping, we created a constantly moving, interactive environment that echoed the freedom and fluidity embodied by Nike's Free Run shoes, making every visitor feel the energy as soon as they stepped inside.

Service/Project
In-Store Experience for Nike Track Club Finish Line

Client: Nike Inc. (North America Brand Design)
Produced By: Klip Collective
CD: Ricardo Rivera
Dir. of Production: Phil Erney

Despite the surreal pandemic shutdown in 2020, I was fortunate to work remotely with many creative talents for various agencies. Here are some of the branding campaigns I helped produce.

Agency: Gretel
Agency: Sibling Rivalry
Agency: SidLee
Agency: Dreamspace

Internal Shadow is a spin-off of a feature film opening sequence I pitched a few years ago. The visuals and writing have been stuck in my mind for quite some time, and I finally got to work on the director's treatment.

Light and shadow play the central role of the visual; a shadow can include everything outside the light of consciousness and may be positive or negative. Carl Jung, a Swiss psychoanalyst, wrote, "Everyone carries a shadow, and the less it is embodied in the individual's conscious life, the blacker and denser it is." Even though shadow tends to refer to the unknown dark side of the personality — perhaps because of it — shadow holds the key to existence. The dark side of human beings, our sinister shadow, represents the true spirit of life in the history of humanity.

The notion of shadow appears in dreams and visions in various forms and will be primarily applied; furthermore, the shadow's appearance will depend significantly on the person's history and personality because much of the shadow develops in the individual's mind rather than being inherited in reality. As the film progresses, we'll unfold with more conflict and division; the picture will become more literal and more intense, implying the broken characters struggling to be whole.

A mirror is a vital medium to separate the light of consciousness and the shadow of unconsciousness in this fantastic film. The reflection in the mirror is captured as the unconsciousness and the dark side of the talent. As the unconsciousness of the mind slowly wakes up, the actor fights for their actual existence. The dark side of them gradually dominates the consciousness, and the sense of the shadow gets denser and darker. Eventually, the internal shadow expands fully and swallows the talent's consciousness in darkness.

Role: Director

I had the privilege of returning to Gretel to contribute to the remarkable rebrand of Amazon Prime Video. Collaborating closely with their design, creative, and motion teams, this collective effort was instrumental in reimagining Prime Video's visual identity, aligning it with its diverse and expansive content library.

Context
Prime Video, part of the Amazon ecosystem, is a global platform that offers streaming, rental, and exclusive content. The brand needed a rebrand to address its complex offerings while standing out from competitors like Netflix and Disney+.

Creative Brief
The rebrand centered around the Illuminate concept, using light as the core visual metaphor to elevate Prime Video's premium content. The new system was designed to be cinematic and content-forward, emphasizing Prime Video's leadership in entertainment.

Services/Projects
Brand Architecture — Brand Identity System — Global Playbook — Brand Guidelines — Marketing Motion Toolkits

Client: Amazon Prime Video
Agency: Gretel

Context
Trollback was commissioned to develop 360° immersive experiential content for Qualcomm's global conferences, highlighting Qualcomm's advancements in 5G technology.

Creative Brief
Our concept revolved around utilizing dynamic light and particle animations to narrate the captivating story of internet connectivity, from the inception of 2G to the cutting-edge 5G technology.

Service/Project
360° Immersive Experiential Content

Client: Qualcomm
Agency: McCann
Production: Trollback+Company
ECD: Elliott Chaffer

This is another collaboration with Hero Studios on a 15-second Activia yogurt spot. Thanks to the founders, Patrick Scerri and Alejandro Norman, for the opportunity.

Production: Hero Studios
CD: Alejandro Norman
EP: Patrick Scerri
Role: Creative Director

Peter Buley, the founder and principal of Analog Modern, reached out to me on his Kickstarter campaign to fund his other passion beyond furniture design and making. Analog Modern is famous for its clean and sophisticated woodwork, from furniture to retail space. Peter wished to extend his business further into the quilt and textile design. It’s inspirational to hear his stories and passions. I was thrilled to collaborate with such an amazing person with exceptional talents on this fun campaign and learn how to raise funds for something you love doing.

Service/Project
Kickstarter Campaign

Client: Analog Modern
DP: Dimitri Luedemann
Role: Director

Regardless of age or background, we are all drawn to the brand of magic and adventure that has the power to awaken our child-like fascination through folklore and the mystical secrets lying just beneath the surface of everyday life.

This brand film highlights Hyundai's fascination with the hidden possibilities in nature, which underlie its design philosophy. It emphasizes the subtle magic that transforms an idea into a fully functional vehicle.

Service/Project
Hyundai 2015 Brand Campaign Film

Client: Hyundai Motor Company
Agency: Eyeball
ECD: Limore Shur
Project Manager: Ben Spivak
Producer: Niki DiCesare
Branding Strategist: Jacques Swartz, Colin Coogan
3D: Claire Chang
Role: Creative Director

Hero Studios reached out on a spec collaboration. Working with a new studio that respects my creativity and understanding of the process is exciting.

Agency: Hero Studios
EP: Alejandro Norman, Patrick Scerri
Role: Creative Director

For decades, Intel Bong Signature ID has been one of the most recognizable brands for global consumers. I was thrilled to tag team with ECD Andy Haug at Sid Lee to elevate this iconic visual for the new generation.

Service/Project
Intel 10th Gen Signature Identity

Client: Intel
Agency: Sid Lee
ECD: Andy Haug
Role: Motion Director

I was very fortunate to work with the A-Team of branding wizards at Trollback on this very challenging branding job. The task was to evolve FOX Entertainment from a traditional, studio-driven TV network to a nimble, attitude-driven entertainment brand with a distinct position that harnesses and amplifies the challenger spirit of FOX.

I developed the hero button system that will become the brand signature — Push It. We’re at our best when we don’t just break the rules or challenge conventions; we’re at our best when we break things to make new things. We pioneer, push things forward, and proudly, defiantly breakthrough. Sitting still isn’t our style; we move things forward with momentum and attitude. “Push It” is a propulsive, energetic experience; we’re inventive and progressive. Magnetic and dynamic, we break through by pushing the envelope and drawing you into it.

Although this direction didn’t get to be on-air, it was an eye-opening experience to learn from the best at the agency.

Service/Project
Brand Identity

Client: FOX Entertainment
Agency: Trollback+Company
ECD: Elliott Chaffer

I joined forces with the ECD, Jeff Spangler, at Carousel to create this global PepsiMoji campaign launch.

Pepsi launched its #SayItWithPepsi PepsiMoji global campaign in 2016, which included extensive online and TV ads in the US, Australia, Canada, India, Mexico, Russia, and Thailand.

The beverage company unleashed over 600 proprietary PepsiMoji designs — from over one billion bottles and cans to sunglasses and stadiums worldwide. This global campaign aimed to provoke and freshen the cultural phenomenon of emojis.

Service/Project
Global PepsiMoji Campaign

Client: Pepsi
Production: Carousel
ECD: Jeff Spangler
EP: Rasha Clark
Role: Creative Director

I'm back at Trollback again after two years apart, working with ECD Elliot Chaffer and Simon Benjamin, two gifted creatives. We had a rare opportunity to pitch a highly complex and extensive branding system and 24-hour visual programming on the architecture of General Motors' global headquarters.

General Motors has its headquarters in the Renaissance Center in downtown Detroit. GM envisioned creating a welcoming, vibrant public space that reflects the company's path to the future. Our primary focus was on the content storytelling for the center core of the GM Renaissance Center, which includes the 97-foot turntable centerpiece on the ground level. The centerpiece showcases GM vehicles against a backdrop of seasonal content and a social media aggregator for of-the-moment conversations about GM.

Another big task was to fill the space with 24-hour unique content curated by an AI engine, programmed on 17 massive LED surfaces, reaching five stories tall.

It was a three-week roller coaster ride to brainstorm such a massive-scale project. We combined all media, video, sound, interactive experience, scoring, and lighting to create an immersive experience that would emotionally connect and engage with the staff, business people, and visitors in the building. We unified the central architectural voice of the brand and a beacon to attract visitors to the ultimate brand experience.

The work shown here is a small part of the entire proposal.

Service/Project
Global Headquarters Experience Center

Client: General Motors
Agency: EWI Worldwide
Produced By: Trollbäck + Co
ECD: Elliott Chaffer
Role: Creative Director

I was glad to have an opportunity to work on Spectrum Mobile Launch with Scott Matz, CCO at Thornberg & Forester, for the first time. It was a great pitching experience.

Service/Project
Spectrum Mobile Launch

Client: Spectrum
Agency: Thornberg & Forester
CCO: Scott Matz
Head of Production: Javier Gonzalez

After two years apart, I worked with Moondog again to develop a brand new creative direction and a director treatment for the Bath & Body Works Spring 2018 Campaign. The campaign is now displayed at retail stores, social media, and online platforms. The whole look was inspired by the new packaging design for the spring products. I love the usage of bold colors and organic floral illustrations!

Service/Project
Bath & Body Works 2018 Spring Campaign

Client: Bath & Body Works
Produced By: Moondog
Role: Creative Director

I was fortunate to produce the brand language for the Samsung Developer Conference based on three keywords: Convergence, Intelligence, and Future. The most challenging task was to apply the visual system to all conference materials, including local, national, and international advertising, the conference environment, architecture, multimedia, and merchandise.

The Samsung Developer Conference (SDC) is an annual conference held in San Francisco. It is designed for developers but seeks to acquire global attention through product announcements and overall excitement for the Samsung brand.

Service/Project
Samsung Developer Conference 2017

Client: Samsung
Agency: Eyeball/ModOp
ECD: TJ McCormick
Sr. Producer: Kevin Anderson
Role: Creative Director

Hermes Hommes Campaign

Project: Digital Poster, Spec
Size: 20" x 30" inch
Role: Photographer, Designer

I worked with a pool of exceptional talents on this motion graphic spot at Sibling Rivalry. It's always exciting to see the visual come alive from the script, especially when taking an abstract approach to present the copy.

I was thrilled to contribute my aesthetics to this project and pleased to see how it turned out under a tight production schedule.

Service/Project
Be More Invested: Extra Mile

Client: American Century Investments
Agency: Figliulo & Partners
Production: Sibling Rivalry

Trollback CCO Alex Moulton contacted me for a collective effort on an exciting project for NatGeo Network, Chasing Genius Campaign. I was excited to collaborate with two highly talented creative directors, Jorge Peschiera and Jesse McGowan, to produce three distinct TV/Online partnership spots for NatGeo Network and GSK.

The challenge was to bring an abstract script to life by developing a creative device used at the top of the spot as a clear visual bridge from the show GENIUS to the unique pieces of creative, image/recreated scene art directed from the show featuring notebook, chalkboard, universe.

GENIUS, National Geographic Network’s first-ever scripted series, is based on the Walter Isaacson book Einstein: His Life and Universe and was produced by Ron Howard and Brian Grazer, with Howard also directing the first episode. Over ten episodes, the series takes Einstein’s story beyond the halls of academia to explore his struggles to be a good husband and father and a man of principle during a period of global unrest. His daringly creative mind often landed him in trouble with his loved ones and peers but also helped him to usher in groundbreaking discoveries that reshaped modern science.

Watch all three spots here, Chasing Genius Partnership.

Service/Project
Chasing Genius, Excedrin

Client: NatGeo Network, GSK
Produced By: Trollbäck + Co
Role: Creative Director

For the first time, I worked with a pool of extraordinary talents at the VFX powerhouse, The Mill. Collaborating with Director Bryce Wymer and creatives Anthony Dodero and Ricardo Villavicencio was an eye-opening experience.

I created "Unpredictable," one of the four branding films for the 2017 season. Each film contains a distinct tone, narrative, and visual storytelling. This epic set of films is like no other in the professional sports world. The four brand films are Hope, Unpredictable, Drive, and Survival.

Service/Project
NFL Brand Films / Pitch

Client: NFL
Produced By: The Mill

I was in collaboration with an old-time buddy, Cagan Yuksel, the Co-Founder/ECD at Dreamspace, to produce this cohesive branding system for Next Jump. The company handles loyalty programs for Dell, AARP, Intel, Hilton Hotels, and all major global corporations. The main challenge is to reinforce Next Jump’s mission: Changing the world by changing workplace culture. A visual system that is inspirational and anchored in real insights and statistics will primarily be used on the website and social media properties such as Facebook, LinkedIn, Twitter, and YouTube.

Service/Project
Brand ID System, Digital and Social

Client: Next Jump
Produced By: Dreamspace
Role: Creative Director

I had a rare opportunity to develop the initial branding look for the History Channel's new original series, Knightfall, which premiered in December 2017.

Service/Project
Knightfall Original Series Branding

Client: History Channel
Agency: Eyeball
ECD: TJ McCormick
Role: Design Director

I was fortunate to work with a talented team on the new Speck iPhone7 TV spot for national and international release.

Service/Project
Cascading Color iPhone 7 TV Spot

Client: Speck
Produced by: Monogram
Dir of Production & Post: Kevin Ritchie
Editor/Colorist: David Bauer
VFX: Masahiro Wakabayashi, Whitney Alexander, Jay Keeree
Role: VFX Supervisor

I tagged the team with Dimitri Luedemann, a brilliant director & DP, on a Nike spot. Six days, 5 am call time! Special thanks to Sean Delahunt, Felp Scott, Carlos Foxworthy, talents, and the crew for making this all possible.

Production: URSA Major Productions
DP/Director: Dimitri Luedemann
1st AD: Felp Scott
Producer: Sean Delahunt
Make-up Artist: Charles Zambrano
Tracking & GFX: Masahiro Wakabayashi
Role: Director

Pampers has a new campaign that celebrates every unique baby. But rather than tell people about it, we wanted parents and babies to help us kick it off — with the first-ever campaign launched by babies.

We invited parents to share photos of how their babies love, sleep, and play. Over 30,000 babies joined in, and we revealed the endless unique ways in a vast place at Grand Central Terminal, New York. Babies literally kicked off the event and had a hand in everything. There are millions of unique ways to love, sleep, and play, and we celebrate them all.

Service/Project
Love, Sleep, and Play Campaign Launch Event

Client: Pampers
Site: Grand Central Terminal, New York.
Produced: Klip Collective, Monogram
Role: Post-Production Supervisor

I was working with my buddies, Carlos Foxworthy and Dimitri Luedemann, who are talented directors & DP!! A chill Sunday shoot for a Brooklyn-based custom bike builder, Tim Harney Motorcycles.

A special shout-out to Tim and Jeanette for being so cool and easy to work with. Please keep up the fantastic work!

Client: Tim Harney Motorcycles
Production: URSA Major Productions

Beauty in Depth is a one-minute short directed by Chieh Yen. It explores the aesthetic of the human form submerged by water.

The relationship between human beings and water is intimate. It surrounds us from the beginning of life in a mother's womb, and it is one of the most vital natural elements for the survival of humanity. It's shapeless organic freeform emits a mysterious sense and unpredictable character. It's peaceful and violent, beautiful and plain, clear and vague, life and death. All the conflicts exist side by side below the surface of the water.

The modern world asks us to see ourselves separate from nature, distinct and apart. But we are not. We are an integrated part of one whole. Beauty in Depth is a simple yet cinematic idea that takes us from an absolute void out into the world, particularly underwater. While beautiful and abstract particle imagery and the human body showcase the depth of nature's textures and forms, we see how they collaborate in a harmonious, unchoreographed dance to inspire us.

Synopsis
This highly stylized concept utilizes cinematic visuals and CGI VFX to express the harmony and beauty of the human body in an immersed water environment.

The picture begins in a pitch-black underwater world. An illuminated crystal-like dandelion drifts upwards and lights up the surroundings. As the light from the dandelion pulses and gets stronger and brighter, the dandelion transforms into millions of dust particles. A silhouette of a human body begins to gradually take shape from the particle dust. A sequence of abstract and sophisticated imagery of the human form, combined with VFX particles, will be merged seamlessly to create enchanted and breathtaking moments throughout the film.

The story concludes with a close-up shot of a hand reaching a crystal dandelion, and the dandelion lands on the palm gracefully. The picture goes to black just before the fist closes. The idea of starting and ending on a dandelion is to suggest the circle of life. Against a minimal underwater setup, we see the simple components, dandelion and human form, that give life meaning through combination and expansion.

Project: Short Film
Role: Director

I had an exciting opportunity to collaborate with Jeff Spangler, ECD at Moondog, on Mirinda TV spots. We worked on over a dozen concepts and storylines and explored possibilities to create a playful experience for Mirinda's global campaign launch.

Service/Project
Mirinda Global Campaign

Client: Mirinda
Agency: Moondog
ECD: Jeff Spangler
EP: Rasha Clark, Courtney Ryan Law, April Cuneo
Head of Production: Jeanette Gonzalez
Design, 3D, Animation: Andy Mastrocinque, Lily Feng, Dimitri Luedemann
3D Supervisor: Aaron Mustamaa
Storyboard Artist: Jason Longo
Role: Creative Director

I joined together with Jeff Spangler, ECD at Moondog, to work on a projection mapping job for the Alcatel Idol 4S promo event. Unfortunately, the event was postponed, and the projection job turned into one branding video.

Service/Project
Brand Video

Client: Alcatel
Agency: Moondog
ECD: Jeff Spangler
EP: Rasha Clark
Producer: Ryan Gaul
VFX: Dimitri Luedemann
3D: Rob Cavallo
Role: Creative Director

I was approached to direct three highly stylized 30sec commercial spots for NV Energy. Creating an entirely CGI environment was challenging but fun. This fantasy-like power factory is behind power switches and sockets in every household. It displays where energy comes from and how it is distributed to every home in Nevada State.

Here are the 3 TV commercials from Nevada Energy Company.

Service/Project
30sec TV Commercial x 3

Title: Energy Factory, Family Tree, My Calendar
Client: NV Energy
Ad Agency: R&R Partners
Produced By: Eyeball
Role: Director, Creative Director

An extensive branding job for an online personal and business cloud service giant "Synchronoss." The project includes a refreshed logo, brand visual system & language development, stationery, billboards, posters, banners, internal & sales materials, website, digital assets, and online videos. The job was led by the highly respected ECD "TJ McCormick" at Eyeball, and it was fun to work with some top talents in the industry.

Service/Project
Brand Identity and System

Client: Synchronoss
Agency: Eyeball
ECD: TJ McCormick
CD: Sara Huneke, Mia Rockel
DD: David Chun
Sr. Designer: Yisak Kuo
Designer: June Hong
Producer: April Cuneo
Branding Strategist: Jacques Swartz
Sr. Animator: Andy Mastrocinque
Animator: June Hong
Role: Design Director

I worked on a couple of pharmaceutical pitches.

Service/Project
Pitch

Clients: Flonase, Glyxambi
Agency: Eyeball
Role: Creative Director

I had another opportunity to tag team with Elliot Chaffer, VP Creative at Trollback, to create a unique and extensive branding package for The Weather Channel. I had the total freedom to design their new studio set, which includes the reporting desk, big wall (LED wall), touch screen area, five-day forecast panels, severe weather alert center, social media live feed zone, and green screen room. I was delighted with the concept.

Service/Project
The Weather Channel Rebrand
Broadcast Studio Concept Design

Client: The Weather Channel
Produced: Trollbäck + Co
VP Creative: Elliott Chaffer
HP: Erica Hirshfeld
Role: Set Designer