THE WORK
I lead creative teams and partners to build culturally relevant, technology-forward entertainment at scale.
My work sits at the intersection of music, immersive media, brand, and emerging technology, spanning global broadcasts, XR experiences, platform launches, live events, and new creative formats.
Below is a curated selection of projects that represent how I think, what I lead, and the level I operate at — not an exhaustive archive.
various CASE STUDIES
Samsung x COLDPLAY — Global VR Broadcast
A first-of-its-kind global VR livestream concert, redefining what immersive broadcast could be at scale.
Why it matters: Demonstrates leadership across artist, brand, platform, and production teams to deliver category-defining work under extreme visibility and complexity.
Apple Music / BEATS 1 — GLOBAL CONTENT SYSTEM
Oversaw hundreds of shoots and content outputs supporting Apple Music, Beats 1 Radio, and festival programming worldwide.
Why it matters: Shows ability to build and run high-volume creative systems without sacrificing quality or brand integrity.
An original VR documentary series bringing audiences inside the creative worlds of major artists.
Why it matters: Early proof of storytelling innovation in immersive formats before XR became mainstream.
HULU ‘ON STAGE’ — ORIGINAL VR SERIES
A suite of AR activations designed to showcase Verizon’s 5G network through live music experiences.
Why it matters: Illustrates applied innovation — using emerging tech to solve real brand and product narratives.
Verizon 5G — AR Concert ExperienceS
Directed and executive-produced a wide range of music videos, commercials, and branded content for globally influential artists and brands.
In addition to serving as on-set Director, I led concept development, creative direction, and cross-functional collaboration across artists, agencies, and production partners — delivering culturally resonant work at scale while balancing creative ambition, budgets, and timelines.
Music Videos + BRAND STORYTELLING
Directed, executive-produced, and creatively led immersive experiences across VR, AR, and interactive media — often at moments when the formats themselves were still being defined.
This work includes global VR broadcasts, mobile AR concert experiences, and experimental storytelling formats, created in partnership with major brands, platforms, and artists to explore how emerging technology can meaningfully enhance entertainment and culture.
EXTENDED REALITY (XR) + EMERGING MEDIA
The Uprising Creative — BUILDING A CREATIVE ORG
Co-founded and scaled an integrated creative agency into a multi-office, award-winning business with $10M+ annual revenue.
Why it matters: This is a leadership case — hiring, culture, systems, clients, and long-term creative sustainability.
Recent work at Meta, Yuga Labs, and in advisory roles remains selectively private but continues this trajectory — building the next generation of music, culture, and immersive experiences.