Selected Work
Take a minute to explore a few of the projects I’ve touched.
2026 FIFA World Cup Final
It all begins with an idea. In December 2023 I was contracted as Creative Director by the NYNJ World Cup Host City Committee to ideate and execute a bespoke social media asset to announce the location of the 2026 Men’s World Cup Final that was distinct from the digital assets FIFA had distributed to all markets.
The end result, a digital collage stitching together New York and New Jersey iconography, effortlessly represented the dynamic and vibrant spirit of the area while becoming the client’s most-engaged social post to date.
Client
NYNJ2026
Role
ECD
Timing
2024
FIFA ‘22 Ratings Reveals
For the 2022 release of the world’s best-selling sports game, We Are Social’s U.S. sport team conceived and executed true-to-culture ratings reveal moments for the title’s Top 10 MLS players. This league-wide campaign stoked engagement by sparking intense debate within the MLS and gaming communities – from casual fans to die hard gamers.
By working with creators, clubs, and players to create bespoke reveal moments in-and-around MLS Matchday 26, the campaign resulted in 54% increase in social conversation from the previous year and 9.2M impressions.
Client
EA Sports
Role
ECD
Timing
2022
Agency
We Are Social
Atlanta United
Big Names. Big Screen. Big Surprise. No one knew the Top 5 players would be revealed on ATL's Halo Board. Orlando City S.C.
Unboxing Day. Lions players Daryl Dike and Luis Nani revealed each other’s ratings at OCSC’s Training Ground.
LA Galaxy
For Mexican legend Chicharito we tapped fútbol-fixated LA rapper Cousin Feo for an original track & music video.
Inter Miami
Fans First. For Gonzalo Higuain and Blaise Matuidi, the La Familia supporters group delivered the news in Miami.
FIFA ‘22 Newstand
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To highlight the brightest stars of EA SPORTS FIFA on the streets of NYC we brought a custom-designed newsstand to SoHo.
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The high-traffic Broadway site was the ideal location to distribute the limited-edition Next Generation newspaper.
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Visitors who picked up the Next Generation newspaper and scanned the QR code received a complimentary Next Generation player FUT card.
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The 3-day activation brought out influencers, creators, and soccer fans from all corners of the city.
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Living alongside sister activations in Paris and London, our newsstand tapped into the look and feel of NYC to create a blend of future-facing nostalgia that stood out while blending in seamlessly and authentically.
Nike Soccer North America
The World Cup isn’t just about deciding the world's soccer champion; it's also a platform for crowning the top global football brand for the next 4 years. Heading into the 2014 Men’s World Cup, Nike Soccer was focused on nothing but defending their title. But the crown is heavy.
Nike’s challenge: solidifying its status as the global football brand without official tournament sponsor status.
Nike’s goal: to dominate the football conversation before, during, and after the tournament.
Client
Nike
Role
Creative
Timing
2011-2016
Agency
Team Epiphany
2014 World Cup Jersey Launch
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Ndamukong Suh
To launch the U.S. Men’s National Team’s 2014 World Cup jersey we reached out for a helping hand from a selection of Nike friends.
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Andrew Luck
Utilizing a mix of athletes, musicians, and entertainers we launched the jersey directly into pop culture.
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Haim
Highlighting famous soccer fans like Haim…
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Spike Lee
…and film legend Spike Lee.
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Eric Kosten and Sydney LeRoux
The result was a successful campaign that resulted in previously unseen levels of earned media for a U.S. soccer jersey. Popularly known as “The Bomb Pop” it is now highly coveted among fans.
2014 Men’s World Cup Campaign
Working as an embedded agency partner within Nike Soccer’s IAT, I composed copy for pre-heat, in-game, and reactive social posts, out of home advertising, and a series of nightly shorts featuring an animated Zlatan Ibrahimovich.
“Nike is dominating the World Cup” - Forbes, 2014
2015 Women’s World Cup
We embarked on a mission to spark inspiration among female soccer players all over North America. Our secret weapon? Transforming the Nike Soccer App into your backstage pass to the US Women's National Team and the ultimate Women’s World Cup journey. I concepted and built the in-app stories, including composing all copy and selecting the accompanying visuals.
“The real winner of the Women’s World Cup: Nike” - Fortune, 2015
Nike Soccer App
To push the game forward in America and earn respect in the soccer world, Nike Soccer knew it needed to ignite brilliance. The challenge was to revolutionize the game and transcend it into culture. To do this, Nike created an app that could help unleash the most creative generation of soccer in the U.S. by inspiring with athletes, providing context through culture, galvanizing the community, and connecting locally while scaling nationally. I wrote copy and conceived stories aimed at making a lasting impact on the soccer scene in the USA, fostering a vibrant and influential soccer culture that captivated the nation.
Major League Soccer
While serving as We Are Social’s Executive Creative Director for the U.S. I averaged my relationships within Major League Soccer to secure two separate scopes of work: one for culture-focused content for MLS and a second all-in social media retainer for MLS Next, the league’s youth initiative with Adidas. These SOWs were integral to the launch of We Are Social Sport in 2021.
My team ideated and executed culturally-relevant content opportunities, discovered, engaged and briefed creators, and delivered packaged assets to the MLS team.
Establishing a network of diverse, non-traditional creators, highlighting local fan culture in MLS cities, and building the brands of the league’s present and future stars were ongoing priorities in creating this content.
Client
MLS
Role
ECD
Timing
2020-22
Agency
We Are Social
Artist Collaborations
MLS Players “Doing the Most”
Star-Building Illustrations
Creator: Sebastian Curi
Austin FC Inaugural Match
Concert Poster
Local Creator: Jaime Zu
Past Meets Present / LA Galaxy
Featuring Cobi Jones and Julian Araujo
MLS Cup 2021
Portland Timbers 2020 Goal Recreation
Creator Partner: The Tedeku Brothers
MLS Rivalry Week
Houston Dynamo vs FC Dallas
Local Creator: Arturo Torres
LEGO MLS Cup 2021
Match Hype + Timelapse Video
Creator: Tiago Catarino
Creator Collaborations
Good Looks Player “Magazine”
Featuring Nashville SC’s Walker Zimmerman
Local Creator: Jaime Bacalan
MLS Cup 2021
Portland Timbers 2020 Goal Recreation Duet with Original Goal
Creator Partner: The Tedeku Brothers
MLS Jersey Week
Our Soccer Is…
Prime Blue Jersey Launch
W South Beach Resort
In the “golden age” of Instagram, he or she who had the prettiest picture won. For W Hotel’s iconic South Beach Resort the challenge was to prove that the property was more than just a pretty face. To show, not tell, followers that this was a resort -not a hotel- we highlighted the W’s key differentiators, highlighted below, through premium, editorial photography.
Success was defined by social audience growth, and engagement; in 3 years we experienced organic Instagram audience growth of 760% and 480K+ engagements. By 2020 W South Beach Resort was the 3rd most-followed property in the portfolio behind W Barcelona and W Maldives.
Client
W Hotels
Role
Sr. Director
Timing
2017-2020
Agency
Team Epiphany
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Amenities.
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Experiences.
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Luxury.
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Service.
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Location.
Culture Rated
With awareness of the importance of African-American audiences growing within Hollywood (Thank You, Ryan Coogler and Black Panther), Amazon Prime set out to create its own Black audience platform in the same vein as Netflix’s Strong Black Lead and HBO’s Scene in Black.
Rooted in meme-ified scene clips from the streamer’s deep vault of catalogue and new release titles, Culture Rated’s focus was largely on repurposing existing footage with the proper context. These scene pulls stood shoulder-to-shoulder with purposeful content created and shot specifically for the platform, often incorporating creators and show talent.
What To Watch
Black History Month
Creator Partner: Blakely Thornton
Client
Amazon
Role
VP, Social
Timing
2022-2023
Women’s History Month Sizzle
“Give Them Their Flowers”
With Micheal B. Jordan
Creed III
Agency
Team Epiphany